A world-class provider of world-leading pioneer technology that will remain competitive through fundamental adaptation to the paradigm shift

Nice title eh? In my new job, I often have to look over PR that Korean companies like to use to describe themselves. Often, these are English, but translated from Korean. While in Korean, the use of similar meaning adjectives and adverbs seems to be perfectly okay, in English it just looks like total BS. Here are a few words that Korean companies constantly like to go to when they describe themselves and their role in their industry. Note that they all mean basically the same thing.

Global (can be used in combination with any of the others, i.e. “Global Pioneer”)
World Best

Air Hub of high-quality sound technology leader Heathrow or JFK of Korea


I’ll attribute that to just a difference in PR styles between Korea and the U.S, and it’s not really a big deal, because eventually you turn your mind off to these self-congratulating words and the company’s profile then makes sense.

What really bothers me about Korean company PR after the jump.

One thing that slightly bothers me is that Korean companies like to say that they are “global X solutions providers”, where X is the problem that their product is supposed to solve. So a company that makes buses would be a “global transportation solutions provider”; a company that makes garbage bags would be a “global refuse solutions provider”; and a company that makes beer would be a global reproductive opportunity solutions provider. But I understand. Who hasn’t tried to use big words in research papers to sound more smart or to make the content appear longer? What REALLY is making me angry comes next:

On almost every Korean company’s website, there will be a greeting or message from the CEO, usually with his picture. Now this in itself isn’t a bad thing. It is important for investors or potential business partners who the CEO is and what philosophy he might have for the company.  But when you start messing with ambitious web designers and (possibly) narcissistic CEOs,  the result looks a bit more like this. Click the link to see what is pissing me off.

(Edit: 9-28-16: The company has since changed CEOs so this link leads to a page that isn’t as terrible as the one that was here before. I will attempt to describe what used to be there. It was an old man in perhaps his 60s or 70s, with his arm outstretched as if he was posing for an inspirational statue. He was also surrounded by constantly moving flash animation of the company’s three or four ideals, which were things like reliability, quality, premium or something along those lines. There might have been one in there that said something like “pleasurable experience,” but I don’t recall. The whole thing looked really hokey, and obviously made to appeal to the CEO’s narcissistic view of himself.) 

I just want to know… WHAT WERE THEY THINKING?!??!??!??!


2 Responses to “A world-class provider of world-leading pioneer technology that will remain competitive through fundamental adaptation to the paradigm shift”

  1. I work for a Korean computer technology/security firm here in Seoul, and I have a hard time getting them to put out anything that isn’t exactly like the title of this post. Getting actual facts? Nearly impossible. All they want are buzz-words about how super-awesome they and their products are. Arrgh!

  2. I love how the ceo just says “we love you” lol!!! I am sure that someone else wrote that for the ceo and the ceo didn’t check what it actually meant lol. It happens a lot in Korea, where the superiors don’t speak English.

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