The Sportswear Strategist (KIM YoungAh, adidas)

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[Trailer]
KY: “Oh!
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Sorry, sorry, sorry!
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My apologies!”
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Something like that.
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OF: That’s cute.
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[Intro]
OF: Welcome to Mosaic of China, a podcast
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about people who are making their mark in
China.
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I’m your host, Oscar Fuchs.
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Sometimes in this show I like to do a deep
dive into a profession that most of us don’t
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really know about.
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A good example was the last episode with Frank
Abel, where we learnt about the life of a
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stunt man in China.
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But we’ve had lots of episodes like that,
from gin distilling to video game designing
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to robot making.
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Today’s episode is with Kim YoungAh, who
works in sportswear at adidas.
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And all of us know sportswear; all of us know
adidas.
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But do we know what it means to work in merchandising?
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Personally, I’ve been hearing this word
for years and whenever it comes up I just
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nod knowingly, because yeah I understand this
word, it means ‘selling’.
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Merchandisers work in selling, right?
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Well, it turns out that there’s a lot to
learn from this complex world - a world of
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wholesalers and franchisers, and multi-brand
stores, and fashion malls, and segmentation,
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distribution, inventory, and so on and so
on.
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So, here’s the episode on merchandising!
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[Part 1]
OK: Thank you very much for coming, YoungAh.
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KY: Oh, thank you for inviting me.
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OF: It's great to see you.
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KY: Me too.
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OF: We actually have a third guest in the
room today.
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Can you introduce who else is in the room
with us?
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KY: Pippi.
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P-I-P-P-I.
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OF: P-I-P-P-I.
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KY: Yeah.
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Pippi has now been with me for three years.
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She's a rescue dog.
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I think she's almost nine years old, we don't
know actually.
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I took the name from Pippi Longstocking...
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OF: Ah, OK.
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KY: … Who was kind of a hero to me when
I was young.
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OF: Nice.
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KY: Very brave, determined, and always very
positive.
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So I thought she has a life like Pippi Longstocking:
“Pippi”.
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OF: And she's nice and calm.
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It reminds me, there was one other episode
I recorded where we had a dog in the studio.
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KY: Yeah.
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OF: That was with Lexie Comstock.
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Just having Pippi here, it's a nice connection
back to Season 01.
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But yeah, she's beautiful.
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KY: Yeah.
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OF: Let’s hope that we won't hear her, she
is certainly quiet now.
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But if we do hear a little pitter-patter on
the wooden floors, that Pippi that's not YoungAh.
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KY: Yeah.
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OF: We’re doing this in my home.
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We might hear some outside noises.
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So let's get started.
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How would you, in one sentence, describe what
you do here in China?
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KY: I’m a merchandiser.
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For stores, for branding campaigns, for e-commerce
channels and then own retail channels.
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I’ve always been working in multinational
sports and fashion brands, like Nike and adidas,
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and also Fila and Gap.
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OF: Nike, adidas, Fila and Gap.
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KY: And Crocs.
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OF: And Crocs!
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KY: Five big companies, yeah.
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OF: Great.
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Well, you are right now at adidas, but you're
not here talking in an official capacity for
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adidas, right?
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KY: Yes, yes.
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OF: Good.
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So before we get into that, what object did
you bring that in some way describes your
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life in China?
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KY: So this is my phone carrier.
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It’s so dirty.
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Because I carry it every day.
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It’s something that’s like part of my
body.
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OF: Oh.
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KY: Because I'm a mom of two girls.
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And then I’m also working very hard in a
big company.
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That's why I really always try to think about
efficiency in life, and mobility.
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Go everywhere; and then pay for everything;
at the same time having conference calls through
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the phone, living in a virtual life, especially
for multinational companies.
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OF: Yeah.
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Of course, everyone around the world can relate
to what you're talking about.
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But in China especially, we are so dependent
on our phones.
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So let's go straight into your life at adidas
and your previous 4-5 brands.
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Tell me about what would be the main thing
that you do?
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KY: Yeah, the main thing is merchandising.
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Merchandising is how to plan the product launch;
creating the product collection; planning
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the holistic assortment for the season launch,
to cover the entire marketplace.
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I need to think about what is the business
goal: achieving revenue.
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Then I need to translate this into: What is
the optimised size of the product range?
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At the same time: How much do we need to sell?
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Also, we need to maintain the right size of
the inventory at the same time.
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So, a lot of complexity.
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But I've been doing this for more than 20
years, so it’s quite natural for me.
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OF: You have to deal with the supply chain;
you have to deal with finance; you have to
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deal with…
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KY: Marketing.
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OF: … Everything.
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KY: Every part.
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Every part, yeah.
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OF: Yes.
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And is that the same role in every company?
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KY: Yes.
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Product is the thing, right?
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Product represents the brand; product represents
consumer needs; and product represents the
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manifesto for the brand, what they want to
drive.
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OF: Let's take it from the beginning then.
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Let's say it’s adidas, but it could be any
company, right?
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Adidas has these new products that they are
trying to push across the world this season.
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KY: Yeah.
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OF: So you see the global products, and then
you decide which of them will come to the
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China market?
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Is that a simple way of putting it?
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KY: Yeah.
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I think that’s 60 or 70% of our range.
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At the same time I also work together with
the creation team in Shanghai as well.
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OF: That’s what I was gonna say, yeah.
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KY: Yeah, yeah.
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So there’s a combination.
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This kind of multinational company always
allows room to drive the brand, and at the
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same time drive the local needs.
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OF: So when you are deciding the range, you
are also deciding the quantities of the range
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as well.
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KY: The forecast always comes in first.
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And then we get feedback from our customers
- which are the wholesalers - asking them
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how much they are actually interested.
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Then we need to talk with the supply chain
team, then the supply chain team will talk
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to the factories, and forecast the production
capability: “This is amount of material
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you need to pre-book”, something like that.
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OF: Right.
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KY: So there are a lot of rounds we go through.
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Yeah.
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OF: So one little tweak in one part will then
have a knock-on effect with the manufacturing,
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with the supply chain, everything else.
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And I can see why it's quite useful that you
can use your wholesalers as a bit of market
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research before you really launch to the public.
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Like, how much of your product is sold through
the wholesalers, and how much is sold directly?
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KY: I think that's a bit tricky to share.
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OF: Yeah.
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KY: It's about the company's portfolio.
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OF: Yeah right.
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KY: So some companies…
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I wouldn't say specific brands, but some companies
really want to start from scratch, and then
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drive the business.
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But the big scale of Nike and adidas makes
this impossible.
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OF: Right.
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KY: But still we need to have flagship stores.
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OF: Right.
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And those are the ones where you have control
over the entire story.
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KY: Yes.
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But from the consumers eyes - especially in
China - they don't really see who owns what.
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OF: No.
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KY: Because franchise stores have mono-brand
signboards.
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OF: Me as a customer, I don't know if I'm
walking in a franchise store or a flagship
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store.
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KY: Yeah.
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And then we give them support.
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Franchise stores will manage the same level
of the experience and also the execution as
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our own stores.
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OF: But then when you think about the franchisees,
you're also including the franchisees who
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stock not just one brand, right?
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They could stock adidas, they could stock
Nike, they can stock all the other sports
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brands in one store, right?
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KY: Those are the multi-brand stores, yeah.
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OF: Right.
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KY: Yeah, yeah.
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OF: Presumably, that is where you have the
least control over the story, right?
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KY: Might be.
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But some of the multi-brand companies have
a business strategy to grow together with
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these key partners, which are the brands.
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Building some kind of long term plan together…
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OF: Well, because they have as much scale
as you do, these big multi-brand shops.
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KY: Yes, yes.
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Their voice is quite strong.
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OF: So in those cases then, how much interface
do you have with the multi-brands?
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KY: In Korea, I had a lot of opportunity to
have conversations with these multi-brand
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owners, and then also their teams.
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Because in Korea the multi-brand business
was really booming.
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But in China, the multi-brand segment is quite
small.
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OF: Ah.
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KY: So that's why I don't have much chance
to connect with them.
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So that's one of the big differences.
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Outside of China, most mature markets have
a really big portion of this multi-brand business.
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OF: Me - as someone who is not very fashion-focused,
I don't really have much loyalty either, I'm
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a terrible consumer - that’s the kind of
place that I would definitely go to.
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KY: Yeah.
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OF: But you're saying that in the context
of China not being a mature market?
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Is that the difference?
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KY: No, I wouldn't say that it's not being
a mature market.
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I don't know, there isn’t any clear answer.
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The consumer, whether they want to see every
brand's full range in each brand’s stores…
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I don't think so.
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It's more about the landlord.
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These giant landlords, in order to make their
fashion mall to be more inspiring, they need
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the one-store consumer journey.
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OF: Because what you're saying is, if you
have a multi-brand store in one of these big
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fashion malls, it doesn't feel special enough,
right?
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KY: Yeah.
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Maybe also China is like a giant opportunity
in terms of the territory perspective.
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Each brand doesn't need to be really squeezed
into a multi-brand store.
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That's what I think.
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OF: Yeah.
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KY: Yeah.
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OF: In your current role, you’re looking
after just one line of clothing, right?
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KY: I'm doing a category merchandising role,
which is actually women's sports performance
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apparel in adidas, and the adidas by Stella
McCartney line, yeah.
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OF: Right.
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KY: The current role is really front end,
I plan the segmentation distribution in advance.
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For example, I have 100 different products.
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Out of 100 products, 20 products must go to
‘hype drop’.
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OF: ‘Hype drop’?
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KY: ‘Hype drop’.
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Like, you know, this is really really…
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OF: Special.
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KY: Special.
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We want to control supply so that we maintain
a high level of desire.
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And I want to drive the desire.
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So I make a decision, and then control which
stores can sell this one, which stores drive
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this one.
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When we put everything together, we ensure
that we don't have any kind of missing opportunity.
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OF: Right.
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KY: Where is the right place to launch at
the right time?
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OF: Right.
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KY: Because not every place is the right place,
not every time is the right time.
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OF: The franchisees have an understanding
about what they think will sell in their store.
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So they can sometimes push back on you.
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KY: Sometimes they just want it.
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OF: Oh they just want it, right.
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KY: Yeah, either way.
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OF: That’s a tricky relationship to actually
manage then.
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Because you have to withhold from certain
people, and give to maybe they're competing
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franchisees?
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KY: Yeah, endless negotiation.
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Endless negotiation.
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If the category is going well, then it’s
a positive negotiation.
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You know, everybody wants it.
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But…
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00:11:13,570 --> 00:11:14,990
OF: Oh but if it’s not going well, oh gosh…
241
00:11:14,990 --> 00:11:15,990
KY: Yeah.
242
00:11:15,990 --> 00:11:16,990
Then everybody is pushing back.
243
00:11:16,990 --> 00:11:18,079
OF: They don't want it in their store.
244
00:11:18,079 --> 00:11:19,079
KY: Of course, yeah.
245
00:11:19,079 --> 00:11:20,079
OF: Wow.
246
00:11:20,079 --> 00:11:23,399
KY: We need to respect that they also run
the business, and need to make profit.
247
00:11:23,399 --> 00:11:26,680
OF: Because each franchisee is its own business.
248
00:11:26,680 --> 00:11:27,680
KY: Yes.
249
00:11:27,680 --> 00:11:28,930
OF: They have their own profit and loss.
250
00:11:28,930 --> 00:11:29,930
KY: Yeah.
251
00:11:29,930 --> 00:11:30,970
OF: When has something really gone wrong?
252
00:11:30,970 --> 00:11:34,040
Like, when could you not negotiate your way
out of something?
253
00:11:34,040 --> 00:11:37,589
And of course, don't tell me which brand this
was, this could be any of the brands you've
254
00:11:37,589 --> 00:11:38,730
worked in.
255
00:11:38,730 --> 00:11:44,310
KY: We have some products, where we believe
that in the long term, this is gonna be our
256
00:11:44,310 --> 00:11:46,060
strategic focus.
257
00:11:46,060 --> 00:11:51,339
Because we believe that if we put in the effort
and investment, we can create the future.
258
00:11:51,339 --> 00:11:52,339
OF: Yes.
259
00:11:52,339 --> 00:11:57,880
KY: But in the meantime the customer only
sees the short-term profit, because they have
260
00:11:57,880 --> 00:12:00,810
the everyday P&L responsibility.
261
00:12:00,810 --> 00:12:02,600
So that somehow they think…
262
00:12:02,600 --> 00:12:04,790
OF: They haven't got the luxury to think long-term,
right?
263
00:12:04,790 --> 00:12:05,790
KY: Exactly.
264
00:12:05,790 --> 00:12:06,790
OF: Yes.
265
00:12:06,790 --> 00:12:08,070
KY: It’s a common thing.
266
00:12:08,070 --> 00:12:12,920
We think there’s going to be demand creation
in five years, three years, but it doesn't
267
00:12:12,920 --> 00:12:14,139
show up now.
268
00:12:14,139 --> 00:12:15,139
OF: Yeah.
269
00:12:15,139 --> 00:12:16,949
KY: It is a big part of our negotiation.
270
00:12:16,949 --> 00:12:21,300
If it wasn’t really really important for
the future, of course the brand will not push,
271
00:12:21,300 --> 00:12:23,519
so there’s no need to negotiate.
272
00:12:23,519 --> 00:12:29,260
But if we feel that this is for the longevity
of our brand, then there is a timeframe that
273
00:12:29,260 --> 00:12:31,139
the customer cannot see yet.
274
00:12:31,139 --> 00:12:34,170
But the brand and the company can see the
future.
275
00:12:34,170 --> 00:12:36,960
OF: And when you say customer, you mean the
franchisee, right?
276
00:12:36,960 --> 00:12:37,960
In this situation?
277
00:12:37,960 --> 00:12:38,960
KY: Yes, yes, yes.
278
00:12:38,960 --> 00:12:41,610
OF: This is where I imagine you need to educate
the market…
279
00:12:41,610 --> 00:12:42,610
KY: At the same time, yeah.
280
00:12:42,610 --> 00:12:46,410
OF: … And this is a function of how successful
the marketing for that product will be.
281
00:12:46,410 --> 00:12:48,040
KY: Totally, yeah.
282
00:12:48,040 --> 00:12:50,960
OF: And if the marketing misses, then you
won't capture the audience that you expected,
283
00:12:50,960 --> 00:12:51,960
and…
284
00:12:51,960 --> 00:12:53,089
KY: It’s really well said, yeah.
285
00:12:53,089 --> 00:12:54,089
OF: Right?
286
00:12:54,089 --> 00:12:55,089
And that side is so unpredictable.
287
00:12:55,089 --> 00:12:56,089
KY: Yes.
288
00:12:56,089 --> 00:12:57,980
OF: Even though you’re marketing experts,
I'm sure sometimes you just miss, right?
289
00:12:57,980 --> 00:12:58,980
KY: Hm-mm.
290
00:12:58,980 --> 00:13:02,380
OF: The guys at global, they have an idea
about what they want to push, but I imagine
291
00:13:02,380 --> 00:13:03,380
here in China…
292
00:13:03,380 --> 00:13:04,639
KY: China has power.
293
00:13:04,639 --> 00:13:08,510
But Korea is also quite a strategically important
market.
294
00:13:08,510 --> 00:13:10,480
That's why I could come to China.
295
00:13:10,480 --> 00:13:11,480
OF: Yeah.
296
00:13:11,480 --> 00:13:16,440
KY: So regardless of the size, Korea had some
kind of support.
297
00:13:16,440 --> 00:13:20,589
OF: So when you're trying to find the mix
between the products that come from global
298
00:13:20,589 --> 00:13:24,899
and the products that you have innovated here
in the market - let's say China - how can
299
00:13:24,899 --> 00:13:26,310
you make it cohesive?
300
00:13:26,310 --> 00:13:30,200
Because the things coming out of China might
actually be very different to what global
301
00:13:30,200 --> 00:13:32,040
is trying to push down, right?
302
00:13:32,040 --> 00:13:36,959
KY: I think once you have the three stripes
- you know, the adidas branding logo - or
303
00:13:36,959 --> 00:13:40,220
the Nike swoosh, then it would not look very
different.
304
00:13:40,220 --> 00:13:41,220
OF: Right.
305
00:13:41,220 --> 00:13:44,639
KY: So this branding logo is very very important
in terms of consistency.
306
00:13:44,639 --> 00:13:45,639
OF: Right.
307
00:13:45,639 --> 00:13:46,690
That’s what creates the cohesion, right?
308
00:13:46,690 --> 00:13:47,690
KY: Yeah.
309
00:13:47,690 --> 00:13:49,730
And then the creation centre, they always
follow guidelines.
310
00:13:49,730 --> 00:13:50,730
OF: Yeah.
311
00:13:50,730 --> 00:13:53,009
KY: So that prevents awkward situations.
312
00:13:53,009 --> 00:13:58,000
But at the same time, if you make it too identical,
then there is no reason to have a creation
313
00:13:58,000 --> 00:13:59,000
centre in Shanghai.
314
00:13:59,000 --> 00:14:00,000
OF: Yeah.
315
00:14:00,000 --> 00:14:04,339
KY: That’s why we always think about what
the consumer needs are here, that are different
316
00:14:04,339 --> 00:14:06,190
to the international market.
317
00:14:06,190 --> 00:14:07,190
OF: Yeah.
318
00:14:07,190 --> 00:14:11,541
This is where I can see another really complicated
conflict that you have to work with, which
319
00:14:11,541 --> 00:14:12,670
is…
320
00:14:12,670 --> 00:14:16,790
You've got this global brand - that’s half
the reason people walk into your store, they
321
00:14:16,790 --> 00:14:22,230
know your brand - at the same time, the Chinese
are becoming more proud of their own very
322
00:14:22,230 --> 00:14:24,079
specific fashion.
323
00:14:24,079 --> 00:14:29,940
So how can you then, as a global brand, compete
with these competing Chinese brands?
324
00:14:29,940 --> 00:14:33,220
KY: Yeah, that’s a very relevant question.
325
00:14:33,220 --> 00:14:34,220
OF: Right.
326
00:14:34,220 --> 00:14:36,199
KY: And very sharp.
327
00:14:36,199 --> 00:14:41,070
Yeah I think in the past, Nike and adidas
- and all these international brands - actually
328
00:14:41,070 --> 00:14:44,270
had a really great time.
329
00:14:44,270 --> 00:14:52,759
But since COVID, 2020 was very tough and then
2021 brought a difficult time for us.
330
00:14:52,759 --> 00:14:58,420
The thing is, it forces international brands
to reconsider “What is the thing we need
331
00:14:58,420 --> 00:15:03,830
to push through, to maintain the position
we had before.”
332
00:15:03,830 --> 00:15:07,180
This actually gave us a moment of great reflection.
333
00:15:07,180 --> 00:15:13,600
Externally, the Chinese consumer could get
a chance to open their eyes, and look around
334
00:15:13,600 --> 00:15:19,889
to see what local brands had, offering good
product, and exciting novelty in terms of
335
00:15:19,889 --> 00:15:21,420
concept, in terms of silhouette.
336
00:15:21,420 --> 00:15:25,970
You know, the local brands were ready, and
they snapped the chance, and then have been
337
00:15:25,970 --> 00:15:27,670
driving through until now.
338
00:15:27,670 --> 00:15:33,720
So, we are now looking at how they succeeded
and have been continuing this competition.
339
00:15:33,720 --> 00:15:34,720
OF: Right.
340
00:15:34,720 --> 00:15:39,000
KY: And the common thing we found out is that
actually, they are really providing a unique
341
00:15:39,000 --> 00:15:40,000
selling point.
342
00:15:40,000 --> 00:15:41,000
OF: Which is..?
343
00:15:41,000 --> 00:15:43,790
KY: Which is either a little bit more bold
design…
344
00:15:43,790 --> 00:15:44,790
OF: Ah.
345
00:15:44,790 --> 00:15:48,230
KY: Or their own character, like, you know,
with 中国李宁 [Zhōngguó Lǐníng].
346
00:15:48,230 --> 00:15:50,949
And then the product price is also very upper-level.
347
00:15:50,949 --> 00:15:56,329
The consumer is reasonable, they are very
smart consumers nowadays, especially the young
348
00:15:56,329 --> 00:15:57,329
generation.
349
00:15:57,329 --> 00:16:00,500
So, you know, there is no reason they hesitated
not to buy, and try on, right?
350
00:16:00,500 --> 00:16:01,500
OF: Yeah.
351
00:16:01,500 --> 00:16:03,000
They’re also quite adventurous, right?
352
00:16:03,000 --> 00:16:04,579
They don't mind taking some risks.
353
00:16:04,579 --> 00:16:08,569
They don't mind switching brands, much more
so than people in more mature markets, right?
354
00:16:08,569 --> 00:16:09,569
KY: Totally.
355
00:16:09,569 --> 00:16:10,569
Yeah, yeah.
356
00:16:10,569 --> 00:16:15,240
More open to exploring different opportunities
that are given to them.
357
00:16:15,240 --> 00:16:21,380
So they are really focused on “What is the
benefit I can enjoy?”
358
00:16:21,380 --> 00:16:22,380
You know?
359
00:16:22,380 --> 00:16:23,380
OF: Yes.
360
00:16:23,380 --> 00:16:27,100
KY: And then the other one is about how frequently
we’re updating novelty.
361
00:16:27,100 --> 00:16:29,560
OF: Well, that's the issue, isn't it?
362
00:16:29,560 --> 00:16:34,080
Because it's not just about being creative,
it’s about how quickly you have to churn
363
00:16:34,080 --> 00:16:35,290
out new things.
364
00:16:35,290 --> 00:16:39,829
I can walk past the same shop - a Chinese
brand, for example - and they've changed the
365
00:16:39,829 --> 00:16:41,500
window display every month!
366
00:16:41,500 --> 00:16:42,500
KY: Every month.
367
00:16:42,500 --> 00:16:43,500
OF: I'm like “What the hell?”
368
00:16:43,500 --> 00:16:44,770
KY: But we do, we do, we do that every month.
369
00:16:44,770 --> 00:16:45,770
OF: You do that too?
370
00:16:45,770 --> 00:16:46,770
KY: Yeah, yeah.
371
00:16:46,770 --> 00:16:47,770
OF: Ah.
372
00:16:47,770 --> 00:16:51,639
KY: But I think maybe with these Chinese brands,
the degree of change is much more noticeable.
373
00:16:51,639 --> 00:16:52,639
OF: Aha.
374
00:16:52,639 --> 00:16:53,730
KY: Maybe, yeah.
375
00:16:53,730 --> 00:16:55,829
But here is the thing, you know.
376
00:16:55,829 --> 00:16:57,560
You need to be yourself.
377
00:16:57,560 --> 00:17:04,429
Why I love adidas - first I ask to myself
- is really its long history.
378
00:17:04,429 --> 00:17:05,910
This will not go away.
379
00:17:05,910 --> 00:17:07,470
OF: That’s the heritage of the brand, right?
380
00:17:07,470 --> 00:17:08,470
KY: Exactly.
381
00:17:08,470 --> 00:17:09,470
OF: Yeah.
382
00:17:09,470 --> 00:17:10,470
KY: And that's the authenticity.
383
00:17:10,470 --> 00:17:11,470
OF: Yeah.
384
00:17:11,470 --> 00:17:14,410
KY: And this is the thing I need to focus
on, even harder now.
385
00:17:14,410 --> 00:17:15,449
OF: Yes, yes.
386
00:17:15,449 --> 00:17:21,450
KY: Keep on trying to make this authentic
brand still stay young, from a product perspective.
387
00:17:21,450 --> 00:17:22,450
OF: Yes.
388
00:17:22,450 --> 00:17:23,450
KY: Yeah.
389
00:17:23,450 --> 00:17:28,500
OF: And I wonder how many of these very competitive
and very unique brands will last as long as
390
00:17:28,500 --> 00:17:29,860
a brand like adidas.
391
00:17:29,860 --> 00:17:34,650
It's very hard to know whether they will start
to create this heritage themselves, or if
392
00:17:34,650 --> 00:17:36,500
they will evaporate very quickly.
393
00:17:36,500 --> 00:17:37,500
KY: Totally.
394
00:17:37,500 --> 00:17:38,500
Li-Ning is really doing well.
395
00:17:38,500 --> 00:17:40,350
OF: Ah Li-Ning, right.
396
00:17:40,350 --> 00:17:45,580
KY: Because Li-Ning had a kind of past history
as an inspiring brand.
397
00:17:45,580 --> 00:17:46,580
And they use it.
398
00:17:46,580 --> 00:17:47,580
OF: Right.
399
00:17:47,580 --> 00:17:49,110
KY: And they move the Chinese heart.
400
00:17:49,110 --> 00:17:51,309
I'm also very inspired how they do this.
401
00:17:51,309 --> 00:17:55,170
This is the identity that 中国李宁 [Zhōngguó
Lǐníng] will push forward over the next
402
00:17:55,170 --> 00:17:56,170
10 years.
403
00:17:56,170 --> 00:17:57,170
OF: Mmm.
404
00:17:57,170 --> 00:17:58,170
KY: Yeah.
405
00:17:58,170 --> 00:17:59,760
OF: Is there a Korean brand that's also like
that?
406
00:17:59,760 --> 00:18:03,880
KY: There is one brand, which is STYLENANDA.
407
00:18:03,880 --> 00:18:07,120
They started to really set their identity
smartly.
408
00:18:07,120 --> 00:18:11,480
And then they expanded their business portfolio
to cosmetics as well.
409
00:18:11,480 --> 00:18:12,480
OF: Oh right.
410
00:18:12,480 --> 00:18:14,580
We've talked a little bit about Korea in this
chat.
411
00:18:14,580 --> 00:18:16,680
Of course, you're from Korea.
412
00:18:16,680 --> 00:18:21,130
Maybe now we should end this part of the conversation
just by talking about the differences between
413
00:18:21,130 --> 00:18:22,830
your life in Korea versus here.
414
00:18:22,830 --> 00:18:25,659
And how did you end up here in China, what
is that story?
415
00:18:25,659 --> 00:18:29,390
KY: Oh, I was working in Nike Korea.
416
00:18:29,390 --> 00:18:32,470
I was in some project helping China.
417
00:18:32,470 --> 00:18:37,990
And then in the middle of the project, suddenly
I got an offer to come.
418
00:18:37,990 --> 00:18:44,340
And then I was little bit like “OK maybe
after one year, I will come back to Korea.”
419
00:18:44,340 --> 00:18:46,169
Which was 10 years ago.
420
00:18:46,169 --> 00:18:47,270
OF: Oh wow.
421
00:18:47,270 --> 00:18:49,970
And this is where you met your husband, this
is where you had your children.
422
00:18:49,970 --> 00:18:50,970
KY: Exactly.
423
00:18:50,970 --> 00:18:54,730
It’s been a very positive impact in my life.
424
00:18:54,730 --> 00:18:57,610
I wasn't unhappy.
425
00:18:57,610 --> 00:19:03,960
But in the end, I was a bit bored, or there
wasn't really a great opportunity for me to
426
00:19:03,960 --> 00:19:07,080
develop my career actively.
427
00:19:07,080 --> 00:19:10,830
But now in China, the company really pushed
me.
428
00:19:10,830 --> 00:19:12,190
“You can do it.
429
00:19:12,190 --> 00:19:13,740
We believe that you can do it.
430
00:19:13,740 --> 00:19:14,880
And then fix it.
431
00:19:14,880 --> 00:19:17,059
And then you will create, you will enjoy.”
432
00:19:17,059 --> 00:19:20,140
So the company really encouraged me to explore.
433
00:19:20,140 --> 00:19:21,140
OF: Yeah.
434
00:19:21,140 --> 00:19:23,780
KY: Also I look similar to a Chinese person.
435
00:19:23,780 --> 00:19:24,780
OF: Oh.
436
00:19:24,780 --> 00:19:29,210
KY: They speak straight to me in Chinese,
without checking or anything.
437
00:19:29,210 --> 00:19:34,390
I don't want to really make them embarrassed,
so I just pretend that I understand.
438
00:19:34,390 --> 00:19:35,530
OF: Oh no!
439
00:19:35,530 --> 00:19:39,830
KY: And then I say “Sorry, this part I really
cannot understand.
440
00:19:39,830 --> 00:19:41,830
Can you explain it in English?”
441
00:19:41,830 --> 00:19:43,230
And they’re “Oh!
442
00:19:43,230 --> 00:19:44,630
Sorry, sorry, sorry!
443
00:19:44,630 --> 00:19:45,679
My apologies!”
444
00:19:45,679 --> 00:19:46,679
Something like that.
445
00:19:46,679 --> 00:19:47,679
OF: That’s cute.
446
00:19:47,679 --> 00:19:48,679
KY: I like it.
447
00:19:48,679 --> 00:19:49,679
OF: Yeah.
448
00:19:49,679 --> 00:19:50,679
KY: I like it that people think of me as Chinese.
449
00:19:50,679 --> 00:19:51,679
OF: Yeah.
450
00:19:51,679 --> 00:19:52,940
KY: I really really enjoy it.
451
00:19:52,940 --> 00:19:55,362
Sometimes I ask “Which part of China do
you think I come from?”
452
00:19:55,362 --> 00:19:56,362
OF: Ah.
453
00:19:56,362 --> 00:19:57,362
KY: And then they say 山东 [Shāndōng].
454
00:19:57,362 --> 00:19:58,362
OF: Right, right, right.
455
00:19:58,362 --> 00:19:59,362
KY: Yeah.
456
00:19:59,362 --> 00:20:00,362
Which actually makes sense because it's very
close to Korea.
457
00:20:00,362 --> 00:20:01,362
OF: Yeah.
458
00:20:01,362 --> 00:20:03,580
KY: So “OK OK, makes sense.”
459
00:20:03,580 --> 00:20:05,220
OF: Thank you very much for that.
460
00:20:05,220 --> 00:20:07,070
And thanks for your time today.
461
00:20:07,070 --> 00:20:08,539
We will move on to Part 2.
462
00:20:08,539 --> 00:20:09,539
KY: Already?
463
00:20:09,539 --> 00:20:10,700
I didn't feel the time pass.
464
00:20:10,700 --> 00:20:13,200
Thank you, thank you, I really enjoyed it.
465
00:20:13,200 --> 00:20:17,470
[Part 2]
OF: So, the 10 questions.
466
00:20:17,470 --> 00:20:18,690
KY: OK.
467
00:20:18,690 --> 00:20:24,559
OF: Question 1, which comes from Shanghai
Daily: What is your favourite China-related
468
00:20:24,559 --> 00:20:25,559
fact?
469
00:20:25,559 --> 00:20:28,990
KY: Yeah, I think this is related to my object.
470
00:20:28,990 --> 00:20:31,830
Just the one phone makes me so mobile.
471
00:20:31,830 --> 00:20:35,320
In Korea, I still need to carry some cards…
472
00:20:35,320 --> 00:20:37,370
OF: Yes.
473
00:20:37,370 --> 00:20:38,370
That's right.
474
00:20:38,370 --> 00:20:41,030
I'm having a flashback to when I last was
in London.
475
00:20:41,030 --> 00:20:46,500
My family have a house which is, I think,
about 20 minutes from the local metro station,
476
00:20:46,500 --> 00:20:47,500
The Underground.
477
00:20:47,500 --> 00:20:48,500
KY: Yeah.
478
00:20:48,500 --> 00:20:53,400
OF: And I remember walking all the way from
the house to the metro station, and then realising
479
00:20:53,400 --> 00:20:55,000
“Oh, I only have my phone.
480
00:20:55,000 --> 00:20:58,140
And I can't pay for the metro.”
481
00:20:58,140 --> 00:21:00,880
KY: You totally forget it's not China.
482
00:21:00,880 --> 00:21:01,880
OF: Exactly.
483
00:21:01,880 --> 00:21:03,030
And I had to go all the way back.
484
00:21:03,030 --> 00:21:04,500
And it's a bloody steep hill…
485
00:21:04,500 --> 00:21:05,500
KY: Yeah, yeah.
486
00:21:05,500 --> 00:21:06,500
OF: … To get back to this house.
487
00:21:06,500 --> 00:21:07,500
Yeah.
488
00:21:07,500 --> 00:21:11,570
All right next question, which comes from
Rosetta Stone: Do you have a favourite word
489
00:21:11,570 --> 00:21:13,190
or phrase in Chinese?
490
00:21:13,190 --> 00:21:16,820
KY: 小姐 [Xiǎojiě] and 美女 [měinǚ].
491
00:21:16,820 --> 00:21:18,020
OF: Right.
492
00:21:18,020 --> 00:21:24,720
KY: 小姐 [Xiǎojiě] means ‘little big-sister’,
and then 美女 [měinǚ] is ‘beautiful
493
00:21:24,720 --> 00:21:25,720
lady’.
494
00:21:25,720 --> 00:21:30,280
So like, if someone doesn’t know my name
- especially, you know, downstairs there is
495
00:21:30,280 --> 00:21:36,700
an old lady, always sitting there when we
go to the bus station to drop off the kids
496
00:21:36,700 --> 00:21:40,000
- she’s always “美女 [měinǚ], 美女
[měinǚ]”.
497
00:21:40,000 --> 00:21:41,660
Like "Good morning.”
498
00:21:41,660 --> 00:21:45,169
It's so nice and kind, I can feel that I have
a presence.
499
00:21:45,169 --> 00:21:46,169
OF: Yes.
500
00:21:46,169 --> 00:21:48,350
It's a feeling that you belong to the community,
right?
501
00:21:48,350 --> 00:21:49,350
KY: Exactly, yeah.
502
00:21:49,350 --> 00:21:50,350
Yeah.
503
00:21:50,350 --> 00:21:54,580
OF: Next question, which comes from naked
Retreats: What is your favourite destination
504
00:21:54,580 --> 00:21:55,580
within China?
505
00:21:55,580 --> 00:21:56,650
KY: 呼伦贝尔 [Hulunbuir].
506
00:21:56,650 --> 00:21:57,750
OF: 呼伦贝尔 [Hulunbuir]].
507
00:21:57,750 --> 00:21:58,750
KY: Yeah.
508
00:21:58,750 --> 00:21:59,870
The Inner Mongolia prairie.
509
00:21:59,870 --> 00:22:00,870
OF: OK.
510
00:22:00,870 --> 00:22:03,309
KY: Up north, even higher than 哈尔滨 [Hā’ěrbīn].
511
00:22:03,309 --> 00:22:04,730
So very, very cold.
512
00:22:04,730 --> 00:22:05,730
OF: Ah.
513
00:22:05,730 --> 00:22:09,390
KY: Really up north, top of the northern part
of the China border.
514
00:22:09,390 --> 00:22:15,300
When you step into this prairie, You feel
like you’re suddenly turning off the noise.
515
00:22:15,300 --> 00:22:16,300
OF: Yeah.
516
00:22:16,300 --> 00:22:19,950
KY: And I felt “Oh yeah, this is heaven”.
517
00:22:19,950 --> 00:22:22,540
First time, I didn't go with my husband.
518
00:22:22,540 --> 00:22:27,370
But the second time, my husband was like “Oh,
this is even better than you explained.”
519
00:22:27,370 --> 00:22:28,370
OF: Yeah.
520
00:22:28,370 --> 00:22:29,370
KY: Isn’t it so beautiful.
521
00:22:29,370 --> 00:22:30,370
OF: That is great.
522
00:22:30,370 --> 00:22:32,510
KY: Yeah, it’s a really amazing place.
523
00:22:32,510 --> 00:22:34,230
OF: Thanks so much.
524
00:22:34,230 --> 00:22:38,400
Next, if you left China, what would you miss
the most, and what would you miss the least?
525
00:22:38,400 --> 00:22:42,429
KY: I will miss constant curiosity.
526
00:22:42,429 --> 00:22:48,480
The local people always ask about “Where
are you from?”, “How much do you make?”,
527
00:22:48,480 --> 00:22:51,340
“How much do you pay for your rental?”
528
00:22:51,340 --> 00:22:57,289
In the beginning, sometimes it was embarrassing,
but I have lived long enough not to be embarrassed.
529
00:22:57,289 --> 00:23:00,909
And then I see the true intention, they are
just curious.
530
00:23:00,909 --> 00:23:02,429
And they are just kind.
531
00:23:02,429 --> 00:23:07,559
If I lose Pippi - because she ran off somewhere
- then they will look for her together.
532
00:23:07,559 --> 00:23:10,110
You know, always willing to give help.
533
00:23:10,110 --> 00:23:11,110
OD: Yeah.
534
00:23:11,110 --> 00:23:14,500
KY: And they're always easygoing, warm and
nice.
535
00:23:14,500 --> 00:23:15,500
That's why I feel…
536
00:23:15,500 --> 00:23:16,520
OF: At home.
537
00:23:16,520 --> 00:23:17,520
KY: Yeah.
538
00:23:17,520 --> 00:23:18,520
OF: Yeah.
539
00:23:18,520 --> 00:23:19,919
And what would you miss the least?
540
00:23:19,919 --> 00:23:22,090
KY: Traffic.
541
00:23:22,090 --> 00:23:24,330
The traffic itself is fine.
542
00:23:24,330 --> 00:23:25,330
But the rules.
543
00:23:25,330 --> 00:23:26,390
OF: Ah.
544
00:23:26,390 --> 00:23:28,220
KY: You know, the crossroad.
545
00:23:28,220 --> 00:23:30,760
They don't care about the pedestrian green
light.
546
00:23:30,760 --> 00:23:33,169
This, I will not miss.
547
00:23:33,169 --> 00:23:36,660
OF: OK, I have to agree with you here, this
is funny.
548
00:23:36,660 --> 00:23:41,010
The thing about turning right here on a red
light is that they don't look.
549
00:23:41,010 --> 00:23:46,279
I know you can turn right, but can you do
it slowly, and just keep looking in case there
550
00:23:46,279 --> 00:23:47,279
is a pedestrian, right?
551
00:23:47,279 --> 00:23:48,279
KY: Yes.
552
00:23:48,279 --> 00:23:49,279
OF: They don't do that.
553
00:23:49,279 --> 00:23:52,940
They just go as fast as though it was a green
light.
554
00:23:52,940 --> 00:23:58,150
And next question, which comes from SmartShanghai:
Where is your favourite place to go out, to
555
00:23:58,150 --> 00:23:59,810
eat or drink or just hang out?
556
00:23:59,810 --> 00:24:03,880
KY: Ah, the 福建 [Fújiàn] dumpling soup
place in 永康路 [Yǒngkānglù].
557
00:24:03,880 --> 00:24:04,880
OF: OK.
558
00:24:04,880 --> 00:24:05,880
KY: Epic place.
559
00:24:05,880 --> 00:24:06,880
OF: Really?
560
00:24:06,880 --> 00:24:07,880
KY: Yeah.
561
00:24:07,880 --> 00:24:08,880
These owners, they know us.
562
00:24:08,880 --> 00:24:09,880
OF: Ah.
563
00:24:09,880 --> 00:24:13,520
KY: So they are always very kind, and we talked
a lot.
564
00:24:13,520 --> 00:24:15,240
They have been there seven years.
565
00:24:15,240 --> 00:24:16,240
OF: Oh right.
566
00:24:16,240 --> 00:24:17,240
KY: Yeah.
567
00:24:17,240 --> 00:24:20,500
OF: In Shanghai terms, that is eternity because
nothing lasts long in Shanghai.
568
00:24:20,500 --> 00:24:21,500
KY: Exactly.
569
00:24:21,500 --> 00:24:22,500
OF: Nice.
570
00:24:22,500 --> 00:24:23,500
KY: Yeah.
571
00:24:23,500 --> 00:24:27,340
OF: Good, next question, what is the best
or worst purchase you've made in China?
572
00:24:27,340 --> 00:24:31,200
KY: Best purchase is a suit jacket.
573
00:24:31,200 --> 00:24:33,760
Very trendy, made by my friend.
574
00:24:33,760 --> 00:24:36,500
Whatever she makes, it’s a perfect balance.
575
00:24:36,500 --> 00:24:38,559
OF: I will ask you for a photo later.
576
00:24:38,559 --> 00:24:39,640
KY: Yes, yes.
577
00:24:39,640 --> 00:24:40,640
OF: Next question.
578
00:24:40,640 --> 00:24:43,180
What is your go-to song to sing at KTV?
579
00:24:43,180 --> 00:24:46,850
KY: Oh, I always sing ‘Gangnam Style’.
580
00:24:46,850 --> 00:24:49,100
OF: Oh god.
581
00:24:49,100 --> 00:24:51,960
Because you can sing everything in Korean,
right?
582
00:24:51,960 --> 00:24:52,970
KY: Yeah.
583
00:24:52,970 --> 00:24:55,260
So I’m in an outstanding position…
584
00:24:55,260 --> 00:24:56,270
OF: Fair enough.
585
00:24:56,270 --> 00:24:57,590
KY: … Just because of the language.
586
00:24:57,590 --> 00:24:59,680
OF: That’s actually a good choice, yeah.
587
00:24:59,680 --> 00:25:00,680
KY: Yeah.
588
00:25:00,680 --> 00:25:03,190
They really enjoy to see me singing and dancing.
589
00:25:03,190 --> 00:25:04,190
OF: You do the dances?
590
00:25:04,190 --> 00:25:05,190
KY: Of course.
591
00:25:05,190 --> 00:25:07,260
Without the dancing, you’d better not sing
‘Gangnam Style’.
592
00:25:07,260 --> 00:25:08,260
OF: Absolutely.
593
00:25:08,260 --> 00:25:09,260
No way.
594
00:25:09,260 --> 00:25:10,260
KY: Yeah.
595
00:25:10,260 --> 00:25:14,210
And then I sing a Chinese song, which is 新不了情
[Xīn Bùliǎo Qíng].
596
00:25:14,210 --> 00:25:15,210
OF: OK.
597
00:25:15,210 --> 00:25:19,480
KY: It's a very old song from a movie in Hong
Kong.
598
00:25:19,480 --> 00:25:20,480
OF: Ah.
599
00:25:20,480 --> 00:25:22,260
KY: Like, a long time ago.
600
00:25:22,260 --> 00:25:24,120
Somehow I just fell in love with this song.
601
00:25:24,120 --> 00:25:25,120
OF: Ah.
602
00:25:25,120 --> 00:25:30,320
KY: And then I actually wrote down the song
lyrics, and then understood what it means,
603
00:25:30,320 --> 00:25:32,940
and then I practiced by myself.
604
00:25:32,940 --> 00:25:36,110
I really really went to KTV to practice the
song.
605
00:25:36,110 --> 00:25:37,110
OF: Yes.
606
00:25:37,110 --> 00:25:39,330
KY: And then singing together is just so beautiful.
607
00:25:39,330 --> 00:25:40,950
OF: Oh I’m gonna have to check it out.
608
00:25:40,950 --> 00:25:42,170
What's it called again?
609
00:25:42,170 --> 00:25:43,690
KY: 新不了情 [Xīn Bùliǎo Qíng].
610
00:25:43,690 --> 00:25:49,309
OF: And finally, what or who is your biggest
source of inspiration in China?
611
00:25:49,309 --> 00:25:52,020
KY: Authenticity.
612
00:25:52,020 --> 00:25:53,960
And then honesty.
613
00:25:53,960 --> 00:25:56,440
And then passion really moved me a lot.
614
00:25:56,440 --> 00:25:58,210
The people who have this passion.
615
00:25:58,210 --> 00:26:04,930
For example, they really think about the reason,
and then analyse deeply, and then try to share
616
00:26:04,930 --> 00:26:07,070
with me what they believe.
617
00:26:07,070 --> 00:26:10,210
This whole conversation moves me a lot.
618
00:26:10,210 --> 00:26:14,070
There is no real benefit for he or she to
do this.
619
00:26:14,070 --> 00:26:16,899
But I can get some very great ideas.
620
00:26:16,899 --> 00:26:18,200
OF: That makes sense.
621
00:26:18,200 --> 00:26:21,620
And I can also see how that ties in with your
story from the beginning.
622
00:26:21,620 --> 00:26:25,500
Because we're talking about the way that you
have worked with brands, you have to innovate,
623
00:26:25,500 --> 00:26:27,370
but you have to always be authentic.
624
00:26:27,370 --> 00:26:28,370
KY: Yes.
625
00:26:28,370 --> 00:26:30,610
OF: So it’s a good way to end our conversation.
626
00:26:30,610 --> 00:26:31,720
Thank you so much YoungAh.
627
00:26:31,720 --> 00:26:33,020
KY: Thank you.
628
00:26:33,020 --> 00:26:37,780
OF: Before you leave let me ask you, who do
you recommend that I interview in the next
629
00:26:37,780 --> 00:26:39,659
season of Mosaic of China?
630
00:26:39,659 --> 00:26:43,770
KY: I would introduce Bas Roeterink.
631
00:26:43,770 --> 00:26:46,600
He's producing a lot of interesting films.
632
00:26:46,600 --> 00:26:50,630
Anyone who has authenticity really inspires
me, and he is one of those people.
633
00:26:50,630 --> 00:26:53,990
And then he really puts his value into the
world.
634
00:26:53,990 --> 00:26:57,100
So I think he might be an interesting guest
for you.
635
00:26:57,100 --> 00:26:58,100
OF: Beautiful.
636
00:26:58,100 --> 00:26:59,100
KY: Yeah.
637
00:26:59,100 --> 00:27:04,010
OF: What question would you ask Bas for the
beginning of my interview with him next season?
638
00:27:04,010 --> 00:27:08,340
KY: What is the most proud thing he has done
in China?
639
00:27:08,340 --> 00:27:10,010
OF: Thank you again YoungAh.
640
00:27:10,010 --> 00:27:11,010
KY: Thank you.
641
00:27:11,010 --> 00:27:12,770
I really enjoyed it.
642
00:27:12,770 --> 00:27:17,330
[Outro]
OF: And that’s all from YoungAh.
643
00:27:17,330 --> 00:27:21,659
It was a relatively short episode this week,
so if you’re still in the mood to hear more
644
00:27:21,659 --> 00:27:26,380
about the business of fashion, be sure to
listen back to the episode with Casey Hall
645
00:27:26,380 --> 00:27:32,210
from Season 02 Episode 22, who was a China
journalist from the magazine called Business
646
00:27:32,210 --> 00:27:33,210
of Fashion.
647
00:27:33,210 --> 00:27:38,710
And if you’re still a bit confused about
the difference between customers and consumers,
648
00:27:38,710 --> 00:27:43,640
then I recommend you listen to the catch-up
chat with Jorge Luzio - who works in marketing
649
00:27:43,640 --> 00:27:49,039
at Coca-Cola - which can be found at the end
of the interview with Siri Nordhejm from Season
650
00:27:49,039 --> 00:27:51,740
03 Episode 04.
651
00:27:51,740 --> 00:27:56,850
And finally, YoungAh is the first guest on
Mosaic of China who comes from Korea, but
652
00:27:56,850 --> 00:28:01,360
if you’d like to hear another episode with
a Korea connection, check out the show with
653
00:28:01,360 --> 00:28:08,070
the New Zealand diplomat Tom Barker from Season
01 Episode 25, who discusses his life in Korea
654
00:28:08,070 --> 00:28:10,890
before coming to China.
655
00:28:10,890 --> 00:28:15,480
The big update from YoungAh since we recorded
this episode is that she has been promoted
656
00:28:15,480 --> 00:28:21,950
to a global VP merchandising role at adidas,
so after a decade in China she is now based
657
00:28:21,950 --> 00:28:25,510
in Germany, along with her husband and family.
658
00:28:25,510 --> 00:28:30,140
But as for the other guest - who was silent
during the interview except for the sound
659
00:28:30,140 --> 00:28:35,580
of her claws on the wooden flooring - Pippi
is still in Shanghai living with friends of
660
00:28:35,580 --> 00:28:37,000
the family.
661
00:28:37,000 --> 00:28:40,690
So YoungAh expects that she will be coming
for regular visits to meet up with Pippi,
662
00:28:40,690 --> 00:28:44,190
now that travel has become a lot easier.
663
00:28:44,190 --> 00:28:48,179
Mosaic of China is me, Oscar Fuchs, with artwork
by Denny Newell.
664
00:28:48,179 --> 00:28:52,409
After the music, there’s a short catch-up
with the person who referred YoungAh to the
665
00:28:52,409 --> 00:28:57,610
Mosaic, the architect Wendy Saunders from
Season 02 Episode 12.
666
00:28:57,610 --> 00:29:00,789
And I’ll see you back here next time.
667
00:29:00,789 --> 00:29:08,120
[Catch-Up Interview]
OF: Hello!
668
00:29:08,120 --> 00:29:11,779
WS: Hello!
669
00:29:11,779 --> 00:29:18,070
OF: The last time I saw your face was when
I bumped into you in Shanghai, as we were
670
00:29:18,070 --> 00:29:21,110
both officially/unofficially allowed out of
our compounds.
671
00:29:21,110 --> 00:29:22,110
WS: Yeah.
672
00:29:22,110 --> 00:29:23,789
Yeah, I know.
673
00:29:23,789 --> 00:29:28,200
OF: And where do I find you today?
674
00:29:28,200 --> 00:29:30,970
WS: Yeah, I'm in Antwerp actually.
675
00:29:30,970 --> 00:29:36,690
OF: And Antwerp of course, because you were
born in Belgium, you are half English, you
676
00:29:36,690 --> 00:29:39,380
worked in Amsterdam before you came to Shanghai…
677
00:29:39,380 --> 00:29:40,840
So Antwerp is what for you?
678
00:29:40,840 --> 00:29:42,409
Is it where your family still lives?
679
00:29:42,409 --> 00:29:43,760
WS: No, actually not.
680
00:29:43,760 --> 00:29:49,149
But it's kind of in between where I'm from,
and where my partner’s from actually.
681
00:29:49,149 --> 00:29:51,610
I mean, I'm looking forward to going back
also.
682
00:29:51,610 --> 00:29:54,049
But it's also been really very refreshing.
683
00:29:54,049 --> 00:29:55,240
OF: Yeah.
684
00:29:55,240 --> 00:29:59,549
Well, for anyone who didn't hear your original
episode, I should introduce you.
685
00:29:59,549 --> 00:30:03,610
You are a co-founder of the architecture company
AIM Architecture.
686
00:30:03,610 --> 00:30:04,610
WS: U-huh.
687
00:30:04,610 --> 00:30:06,200
OF: So you've been doing architecture in Shanghai…
688
00:30:06,200 --> 00:30:07,860
Gosh, how many years Is it now?
689
00:30:07,860 --> 00:30:09,789
WS: About sixteen now.
690
00:30:09,789 --> 00:30:10,910
OF: Sixteen.
691
00:30:10,910 --> 00:30:14,740
And for people who are in Shanghai, one of
the most noticeable things that you've done
692
00:30:14,740 --> 00:30:17,799
is with your partnership with the HARMAY brand.
693
00:30:17,799 --> 00:30:19,870
I keep seeing more things pop up.
694
00:30:19,870 --> 00:30:25,240
This is an online retail brand, and you were
tasked to help design their offline physical
695
00:30:25,240 --> 00:30:26,240
presence.
696
00:30:26,240 --> 00:30:29,970
Tell me, how has your partnership with HARMAY
continued over the last 18 months?
697
00:30:29,970 --> 00:30:32,140
WS: Well, I think we've been lucky with that
partnership.
698
00:30:32,140 --> 00:30:37,180
I mean, they're always trying to push the
boundary of their presence.
699
00:30:37,180 --> 00:30:41,140
It's also a challenge, because of course,
you have to constantly re-invent the envelope,
700
00:30:41,140 --> 00:30:42,270
and kind of push it.
701
00:30:42,270 --> 00:30:45,761
So in that sense you can't really slack off,
every time it's different.
702
00:30:45,761 --> 00:30:48,710
You have a different condition, different
questions.
703
00:30:48,710 --> 00:30:53,760
Some of the stores are really in special situations
like the one on 安福路 [Ānfú Lù], on
704
00:30:53,760 --> 00:30:54,760
the corner.
705
00:30:54,760 --> 00:30:55,760
OF: Yes.
706
00:30:55,760 --> 00:30:59,950
And I'm not surprised to see architecture
playing a bigger part in retail, since it
707
00:30:59,950 --> 00:31:02,110
is all about the experience these days, correct?
708
00:31:02,110 --> 00:31:03,110
WS: Yeah.
709
00:31:03,110 --> 00:31:08,070
Also, I think for how get the people in, getting
them to come in the first place.
710
00:31:08,070 --> 00:31:09,519
Because you can buy anything anywhere.
711
00:31:09,519 --> 00:31:10,519
OF: Yes.
712
00:31:10,519 --> 00:31:15,059
WS: And it should be a place where people
can come and hang out, and be part of that
713
00:31:15,059 --> 00:31:16,059
community.
714
00:31:16,059 --> 00:31:17,130
OF: What about, then, other projects?
715
00:31:17,130 --> 00:31:19,260
Because I know that you're not just doing
work in retail.
716
00:31:19,260 --> 00:31:23,549
give me a quick update on what you've been
working on since we last caught up.
717
00:31:23,549 --> 00:31:26,279
WS: Well we're doing also a few hotels.
718
00:31:26,279 --> 00:31:30,470
So we also did the Hyatt Unbound in 景德镇
[Jǐngdézhèn].
719
00:31:30,470 --> 00:31:35,950
We finished that, that was also a very exciting
project because it has this story about the
720
00:31:35,950 --> 00:31:39,220
exploration of all the different types of
pottery, and we tried to work with that in
721
00:31:39,220 --> 00:31:40,880
the interior.
722
00:31:40,880 --> 00:31:43,679
So yeah, keeping busy for sure.
723
00:31:43,679 --> 00:31:44,679
OF: That’s good.
724
00:31:44,679 --> 00:31:48,170
In fact, I haven't been to 景德镇 [Jǐngdézhèn]
before, so when I do, I'll definitely check
725
00:31:48,170 --> 00:31:49,580
out that hotel.
726
00:31:49,580 --> 00:31:53,409
WS: It's an interesting city to go for a weekend.
727
00:31:53,409 --> 00:31:55,580
And you can very easily get into the countryside.
728
00:31:55,580 --> 00:32:01,389
And this beautiful museum is there also, and
there's a lot of nice interesting architecture
729
00:32:01,389 --> 00:32:04,279
happening at the moment.
730
00:32:04,279 --> 00:32:05,279
OF: Oh, there you go.
731
00:32:05,279 --> 00:32:06,279
Well, thank you for your time this morning.
732
00:32:06,279 --> 00:32:07,360
It's good to see you again.
733
00:32:07,360 --> 00:32:12,180
And before I let you go, of course, I will
be including this update at the back of the
734
00:32:12,180 --> 00:32:16,730
episode of the person who you referred for
Season 03, which was our friend Kim YoungAh.
735
00:32:16,730 --> 00:32:17,730
WS: Yes.
736
00:32:17,730 --> 00:32:20,429
OF: Have you managed to keep in touch with
her and her husband?
737
00:32:20,429 --> 00:32:21,450
WS: Yes.
738
00:32:21,450 --> 00:32:22,750
And she's moving to Germany.
739
00:32:22,750 --> 00:32:23,750
OF: Yes.
740
00:32:23,750 --> 00:32:27,600
Well, she will be one of those people from
the season with whom I did the interview,
741
00:32:27,600 --> 00:32:29,490
and then since during the interview, she has
left China.
742
00:32:29,490 --> 00:32:31,610
There are actually quite a few like that,
so…
743
00:32:31,610 --> 00:32:32,610
WS: Yeah!
744
00:32:32,610 --> 00:32:33,610
So many people.
745
00:32:33,610 --> 00:32:34,610
OF: Yeah.
746
00:32:34,610 --> 00:32:36,360
WS: It’s kind of sad also.
747
00:32:36,360 --> 00:32:38,850
OF: Well, I will still be here when you come
back.
748
00:32:38,850 --> 00:32:39,850
WS: OK, cool.
749
00:32:39,850 --> 00:32:42,549
OF: So I look forward to seeing your smiley
face on the street again.
750
00:32:42,549 --> 00:32:46,039
WS: OK, let's catch up for a drink then.
751
00:32:46,039 --> 00:32:47,039
OF: Good.
752
00:32:47,039 --> 00:32:48,039
In the meantime, thank you again.
753
00:32:48,039 --> 00:32:49,100
WS: Thank you.