Over the next 10 to 20 years, Korea is expected to go through one of the most profound changes in its corporate history — the transition of ownership in key businesses via intergenerational transfers.
South Korea’s largest beer maker, Oriental Brewery, made efforts to broaden its outreach to Generation Z and university students in 2023, in a bid to more closely communicate with young consumers. In November and December, OB CEO Ben Verhaert gave lectures on OB’s marketing strategies at Korea University and Ewha Womans University, where he was able to meet face-to-face with students. Verhaert has built .