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Lee Hyeong-ki

Content Strategy Team Leader | Shinsegae Department Store

Lee Hyeong-ki is the Manager of the Content Strategy Team at Shinsegae Department Store, where he has played a key role in developing SNS strategies and implementing IMC campaigns. He spearheaded the planning and operations of Shinsegae Square, a major digital signage initiative, and led the development of original content projects such as Seasons & Table and Local is Shinsegae.

As a content creator himself, Lee documents lifestyle, food, and cultural experiences on his blog — now with over 15 million views and a combined follower base of 40,000+. He is an active Naver Influencer, contributes essays for Sony Korea and Stayfolio, and speaks regularly at forums like Wanted and the Korean Marketing Association.

He brings firsthand insights from his personal brand-building experience into his corporate work, helping redefine how a department store can operate as a content platform — beyond retail.

Local is Content — How to Curate Compelling Local Stories

The “local” trend that emerged during the pandemic has evolved into a new cultural movement. In this panel, three leaders from different industries explore the role and potential of local content in today’s business environment:

  • Shinsegae Department Store (Premium Retail): Lee Hyeong-ki
  • Our Planeat (Sustainable Gastronomy): Jang Min-young, CEO
  • Urbanplay (Urban Content Development): Hong Joo-seok, CEO

Together, they will dive into:

  • The rise of local trends
  • Local business across different sectors
  • Opportunities in local branding
  • Risks and limitations of local business
  • The path to going global