Media and Luxury Branding Visits to MBC and Ralph Lauren

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Media and Luxury Branding Visits to MBC and Ralph Lauren

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Media and Luxury Branding Visits to MBC and Ralph Lauren

By Adewumi Adepoju ’26 MBA

As part of an immersive international academic experience in South Korea, we had the unique opportunity to visit two global leaders operating at the intersection of culture, innovation and branding: Munhwa Broadcasting Corporation (MBC) and Ralph Lauren Corporation. These visits offered firsthand insight into how iconic institutions continue to thrive by balancing heritage with modernization in a rapidly evolving global environment.

Exploring the Heart of Korean Media: A Visit to Munhwa Broadcasting Corporation (MBC)
Established in 1961, Munhwa Broadcasting Corporation (MBC) stands as one of South Korea’s most prominent public broadcasting companies. While operating as a commercial entity, its ownership by the Foundation for Broadcast Culture, a public interest organization, enables MBC to pursue a dual mission: ensuring commercial viability while serving the public good through high-quality, culturally significant programming.

Whitman group posing outside MBC

Whitman group posing outside the MBC building

MBC’s national network of 17 regional affiliates and wide distribution via terrestrial TV, satellite, cable, and radio have made it a household name. Globally, it’s recognized for producing celebrated K-dramas such as Dae Jang Geum (Jewel in the Palace) and Coffee Prince, which have been instrumental in the global rise of Hallyu (the Korean Wave).

Our visit coincided with discussions about MBC’s relocation to Sangam Digital Media City in 2014, which marked a major turning point in its evolution. The modern headquarters now supports high-definition broadcasting, integrated digital production, and real-time global streaming, technological investments that have made MBC a media leader in digital transformation.

MBC also distributes content via YouTube, Netflix, and Viki, and has partnered in developing the Wave OTT platform to compete globally. Recognizing changes in viewer habits, especially among youth, MBC has launched web dramas and YouTube-exclusive content through its digital brand MBC D, signaling a shift toward short-form, mobile-first storytelling.
Visiting MBC offered rich insight into how a media company can evolve while preserving its cultural mission. The experience was both enlightening and inspiring, highlighting the role of media in shaping national identity and exporting cultural narratives to the world.

Experiencing American Luxury in Seoul: A Visit to Ralph Lauren Corporation
Also in Seoul, we visited the Ralph Lauren Corporation, a globally renowned brand that represents the essence of American elegance, heritage, and aspirational lifestyle. While headquartered in New York City, Ralph Lauren maintains a strong presence in Asia, and our visit to the Seoul office provided an exceptional perspective on how the company operates and grows within the South Korean luxury market.

Founded in 1967, Ralph Lauren began with a line of neckties and evolved into a global powerhouse, offering apparel, accessories, home furnishings, footwear, and fragrances. Its brand portfolio includes Polo Ralph Lauren, Ralph Lauren Collection, Double RL, Lauren Ralph Lauren, and Chaps.

The Seoul office exemplified how the global strategies are implemented at a local level to meet evolving consumer expectations. Equally impressive is the brand’s sustainability commitment, with goals such as using 100% sustainably sourced key materials by 2025. Products like the Cradle to Cradle Certified™ Gold Cashmere Sweater demonstrate a forward-thinking approach that blends luxury with responsibility.

The Seoul visit also highlighted how Ralph Lauren tailors its direct-to-consumer (DTC) strategies and experiential marketing to resonate with Asian consumers, especially in fashion-conscious cities like Seoul. Collaborations and regionally relevant campaigns ensure the brand maintains cultural relevance and appeal to younger, diverse demographics.

The Ralph Lauren visit offered invaluable insights into global brand positioning, luxury marketing, and the strategic integration of sustainability and digital tools. Observing how a quintessentially American brand flourishes in the South Korean market reinforced the importance of local adaptation within global business models.

Both MBC and Ralph Lauren serve as case studies in balancing tradition with transformation. Whether through the cultural storytelling of Korean broadcasting or the global elegance of American fashion, these institutions continue to lead by adapting to technological change, shifting consumer dynamics, and global competition. These visits not only deepened my academic understanding but also broadened my global business perspective, highlighting the power of media and branding in shaping global culture.

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