Author: Mackay Smith | Major: Supply Chain Management | Semester: Winter 25-26
Picture at DMZ 3rd Tunnel Location
When I first landed in Seoul on the evening of December 22, 2025, all I could do was try to take in all the sights around me. I settled on studying in South Korea based on how different it would be from my studies at the University of Arkansas. Venturing outside of my comfort zone in an unfamiliar, yet safe, area would allow me to solely focus on expanding my knowledge in business and more specifically, marketing. I decided on the winter intercession due to its convenience and ability to fit inside my current timetable for graduation. I also wanted to study in Seoul because of the great reputation of Korea University and Mr. Tony Garrett. Having spent time as a marketer himself, his expertise, particularly in situations outside of the United States, would give me an understand of brand management that I could not have gotten elsewhere.
During my time abroad, my favorite learning opportunity was taking a brand and creating a line extension for the Korean market. I have had projects to create extensions for brands before, but this one specifically was concerned with the Korean consumer space and Korean shoppers. This gave me great insight on how brands can be positioned differently in each market. For example, my brand was Kodak and in South Korea, Kodak is a major player in streetwear fashion. Kodak has licensed their logo, colors, and imagery to create trendy clothing that has thrived in the Korean fashion industry. They leverage their retro and vintage feel, while combining new and popular designs to create a new target segment. It was very interesting to research the nuances of the consumer, how they respond to different marketing campaigns and initiatives, and present my findings in a report as well as a pitch.
My favorite adventures outside of the classroom were exploring the rich and storied history of South Korea. From exploring various temples and gates, to learning about the Korean war while visiting the DMZ, every experience I had while venturing away from the university was outstanding. Also, visiting different quiet parts of the city was very relaxing. The hustle and bustle of busy shopping districts or “touristy” areas was quite fun, but after a long week in the classroom, settling down to enjoy a muted evening was amazing. The most fun I had while abroad was the Lotte World Amusement Park. We spent half a day there and had a blast. Overall, Seoul was a very fun city, but only if you adventure and make it fun. Finding those hidden spots and discovering new areas was the most underrated part of my time abroad. I would recommend anyone to go study abroad in Seoul!