Korea Is Ready to Invest in Southeast Asia, But The Region Needs A Front Door

In the July heat of Aix-en-Provence in the south of France, Yejoon Chung keeps his suit buttoned and his tie straight while other delegates loosen their collars and drift toward the shade. With a public administration master’s degree from Harvard, Chung spends his days connecting Korean startups to the wider world. The paradox he keeps repeating is that the market he most wants Korean companies to enter is also the one they find hardest to read.