[비즈한국] What is a brand? Leading domestic experts and professionals in the field of branding gathered to discuss the essence of a brand under the theme of ‘collaboration.’ This was the focus of the ‘BrandBiz Conference,’ which celebrated its 9th anniversary this year.
‘BrandBiz Conference 2025,’ hosted by Ilyo Shinmun and organized by BizHankook, took place on the 28th at the Four Seasons Hotel Seoul in Gwanghwamun. The annual BrandBiz Conference is a venue where top branding experts gather to explore strategies.
The theme for this year's 9th event is ‘You and I Are Connected: Ways of Collaboration.’ It explores the network of relationships between brands created by various entities, including designers, planners, marketers, producers, and consumers. Approximately 400 brand professionals participated to share diverse perspectives on how ‘collaboration’ becomes a source of brand power.
The planning and hosting were managed by Kwon Jun-ho and Kim Kyung-chul, co-representatives of Everyday Practice, who appeared as speakers on stage last year. Six experts who have established unique territories in branding served as lecturers. Shin So-hyun, CEO of OIMU; Iro, CEO of Your-Mind; Hong Joo-seok, CEO of Urbanplay; Seo Pil-hoon, CEO of Coffee Libre; Lee Jung-hyung, CEO of Our Labo; and Yoon Han-jin, co-representative of FHHH Friends, each gave a 45-minute lecture.
Even before the conference began, the Four Seasons Hotel was packed with branding professionals. All 350 seats, sold in advance, were completely sold out again this year. Designers in their 20s attending the event said, “I came with my colleagues from my design firm. I really like OIMU's designs because they interpret traditional elements in a modern way. That's why I signed up.” A person named A, who attended with a colleague, said, “I work in the design industry. I saw this on Instagram and registered. I’m curious about the theme of ‘connection.’”
Kim Won-yang, CEO of Ilyo Shinmun, opened the conference by stating, “The world is connecting rapidly. We can connect with people all over the world instantly, and companies and consumers communicate in real-time. However, while we may have become physically closer, the distance between our hearts is actually growing. In a society of infinite competition, we are more accustomed to disconnection than conversation. Today, we talk about the power of breaking this disconnection and working together: ‘collaboration.’ It goes beyond simply dividing roles; it is a process where different ideas collide, and new value is created within that collision. Ultimately, collaboration completes a brand. I hope that everyone finds new inspiration in this space as we look back on the value of collaboration.”
The ‘Object by Prize 2025’ awards ceremony, now in its third year, was also held. Expanding beyond simple merchandise, it has grown to cover brand activities including campaigns, spaces, and collaborations. This year, Amorepacific090430 × SM’s ‘Fan Signal Cheering Night’ won Brand of the Year.
Everyday Practice CEOs Kwon Jun-ho and Kim Kyung-chul kicked off the event with a keynote speech. The two representatives discussed the ‘coexistence-connection-collaboration’ of design under the theme of ‘You and I Are Connected: Ways of Collaboration.’
CEO Kim Kyung-chul said, “This era is one where we cannot work alone. Understanding each other and working together is a truly essential method for survival. Beyond the method of collaboration, I want to discuss how we, as workers, view the world and live together.”
CEO Kwon Jun-ho stated, “Coexistence is about how we live together, and connection is about how we build relationships and live while connecting with others.” CEO Kim explained, “Collaboration is a process of understanding each other rather than trying to persuade one another, and spending time to build trust. I will show you work we have done together over the past 10 years, focusing on these three keywords.”
They showcased results from visits to Gangjeong Village in Jeju, where they engaged in conversations with residents, and a work inscribed on a container reading ‘We are connected.’ They also spoke about coexistence by showing their 2014 work ‘No one should die just because they rode such a ship,’ which involved weaving yellow ribbons onto the steel fence surrounding the bereaved families at Gwanghwamun Square following the Sewol ferry sinking.
They also introduced the ‘Era Spirit’ project, which collected declarations from various historical periods in South Korean society following the 2024 emergency martial law. CEO Kim Kyung-chul said, “While organizing the declarations, two words came to mind: solidarity and speaking out. I believe the image of citizens blocking military vehicles with their bare bodies stemmed from the common awareness that ‘you and I are connected.’”
Everyday Practice is a graphic design studio created by three friends. Since starting in 2013, they have worked together on various projects, including typography, identity, and websites. They shared their collaborative experiences, citing instances where they participated in an exhibition as designers because they ‘understood the exhibition better than the artists’ only to end up participating as artists themselves, or a client stating, ‘Their design played a role in compensating for my weaknesses.’”
CEO Kim Kyung-chul explained, “One artist commented to us, ‘It feels less like a designer group and more like the sound of a three-piece band. It’s like a rock band practicing every day.’ My heart burned with passion after reading that. Collaboration and band performance are similar. You cannot perform properly unless you fully trust the other person’s instrument and sound.”
CEO Kwon Jun-ho concluded the keynote speech by saying, “Of course, collaboration is not always smooth. That is why we decided on the method: ‘propose, but do not impose.’ We believe that healthy collaboration is only possible when you treat each other not just as the closest friends, but as the most respected fellow workers.”
In the morning, Shin So-hyun, CEO of OIMU, will lecture on the topic, ‘The Cute Heart That Connects the Past and the Present.’ It is a story about how to breathe new life into objects that are so familiar they have been forgotten—like matches, erasers, and scroll paintings—by reinterpreting them through a modern design language. Following this, Iro, CEO of Your-Mind, will share his experience of cultural experimentation under the topic, ‘Things Gained Through Time and Repetition, Rather Than Designing an Identity.’ CEO Iro is a leading figure who opened the independent bookstore ‘Your-Mind’ in 2009, during a time when independent publishing was unfamiliar in Korea, and helped solidify its flow as a culture.
In the afternoon, Hong Joo-seok, CEO of Urbanplay, will connect neighborhoods with creators under the theme ‘Streaming Urban Experiences.’ He will discuss his experiments in ‘designing urban and space operating systems through content,’ such as recording the stories of neighborhoods and brands through projects like ‘Yeonhui, Walking’ and ‘Yeonnamjang.’ Seo Pil-hoon, CEO of Coffee Libre, will talk about culture through the medium of coffee under the theme ‘How Long Can We Drink Coffee?’ Seo, who created a new flow for Korean specialty coffee, focuses on the ‘work of restoring the faces hidden behind a cup of coffee.’”
In the lectures held after the break, Lee Jung-hyung, CEO of Our Labo, will speak about labor as a language of creation under the theme ‘What is Shown and What is Unseen.’ CEO Lee contemplates the realization of stable working environments and fair compensation. The final lecture will be delivered by Yoon Han-jin, co-representative of FHHH Friends, under the theme ‘If You Walk Around Gathering, You’ll Meet Everyone in the World,’ providing a fresh reading of cities and daily life.
At the end of the conference, all the speakers are scheduled to gather for an ‘Open Talk.’