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Editor's Note

Running a business is a continuous learning experience, and small businesses like us are no exception. With the rapid changes in business climate and trend, and advance technology, no one can claim to fully understand how brand messages propagate. As a marketing director, I am constantly pondering how to improve our strategies and attract attention in the vast and unpredictable world of business. The truth is, most often than not, we don't know the best path forward. But there is one thing we do know for certain: we are committed to taking the unconventional route.


In a landscape where companies often aim to scale up, we choose to go small. While others strive for polish, we embrace the unassuming. In an era of rapid change, we opt for a slower pace. Where there is a rush towards modernity, we hold on to tradition. We focus on strengthening our core while others aim to expand.


This approach might seem counterintuitive, but it aligns with our values and the unique character of our brand. By prioritizing authenticity and a deep connection with our audience, we believe we can create a lasting impact, even in the fast-paced, technology-driven market.


In a world where big, bold, and fast are often equated with success, we find power in being small, modest, and deliberate. As we continue to navigate the complexities of business, we remain committed to our unconventional path, believing that it will lead us to genuine and sustainable growth.


Thank you for being with us on our journey.


Yoora Yoon

Editor-in-chief, CHAE Weekly

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