Private Dinner: "Jeong", a Secret Global Accelerator?
The K-University presents:
Most businesses focus on acquiring customers. The most successful ones build communities—where people stay longer, refer others, and grow through trust.
What makes that possible? A uniquely Korean concept: 정 (jeong).
Join Jeewon Kim Serrato (San Francisco-based, The K-University founder & global GTM expert) and Colleen Chapco (Hongik University Professor of Business Administration & Seoul Success founder) for an intimate fireside conversation on how applying jeong as a business strategy can help entrepreneurs build lasting relationships and unlock growth.
Using BTS as a case study —we'll explore:
Jeong in the Age of AI: Discover why 정 (jeong)—the deep, genuine human connection rooted in Korean culture—is becoming the ultimate competitive advantage as AI commoditizes information and automation. Explore how authentic relationships, trust, and emotional resonance are more powerful than ever for building loyal communities and transforming customer interactions in an increasingly digital world.
Korean Heritage as a Global Differentiator: Learn how Korea's unique entrepreneurial DNA—blending collectivism, long-term relationship-building, and cultural authenticity—offers a distinct framework for global business strategy. Uncover how Korean values of harmony, perseverance, and community-first thinking can differentiate your brand and resonate across diverse markets in ways traditional Western business models cannot.
From Business to Movement: Master the practical playbook for leveraging 정 to scale beyond transactions into meaningful movements. See how entrepreneurs can embed Korean values of reciprocity, deep loyalty, and shared purpose into their organizations to attract customers, employees, and partners who become genuine advocates—turning businesses into cultural phenomena that inspire global change.
Following the conversation, continue the discussion over a private networking dinner with a curated group of founders, entrepreneurs, investors, and business leaders from the US and Korea.
📅 Thursday, June 19, 2026 | 6:00–9:30 PM
📍 ON:TABLE, The Westin Parnas, Seoul
🎟 ₩198,000
Private dinner. Limited seating. Please RSVP by 5pm 6/18.
Come for the conversation. Leave with new perspectives, meaningful connections, and practical ideas for how to apply "Jeong" as a secret weapon for your business.
Follow for more:
The K-University: thek-university.com
LinkedIn:jeewonserrato
LinkedIn:colleenchapco