Orientalists in Business: How Korean Culture Opens Up New Opportunities

On November 26, 2024, a unique leadership lecture by the Director of  LLP « VCA » Shamshidinova Dina Muratovna was held at the Faculty of Oriental Studies of Al-Farabi Kazakh National University. LP «VCA» is one of the leading companies in the Korean food market in Kazakhstan and the CIS countries. The lecture topic, «The Influence of K-pop and Doramas on the Perception of Korean Food Products by Kazakhstani Consumers» attracted the attention of students and teachers interested in modern trends in business and marketing.

During the event, students actively participated in the discussions, asking questions related to both marketing strategies and the cultural aspects of the influence of Korean media on consumer habits. The final stage of the lecture was a tasting of Korean products, which allowed the participants not only to deepen their theoretical understanding of the topic, but also to fully experience the variety of tastes of Korean cuisine.