FSN "BehaveGlobal Appoints Son Kwangseop as New CEO... Expanding Global Business"

[Asia Economy Reporter Hyunseok Yoo] Digital integrated marketing group FSN announced on the 3rd that its subsidiary Behave Global has appointed Son Kwangseop as the new CEO to recruit key talents in the digital marketing industry and is embarking on an all-around global business expansion.

CEO Son Kwangseop is an expert in the global digital marketing field. After graduating from Seoul National University College of Business Administration and its graduate school, he served as head of the digital campaign division at Cheil Worldwide and as a marketing executive (CMO) in the fashion division of Samsung C&T Corporation.

Behave Global plans to focus all its capabilities to become a lead agency that can connect and encompass each of the FSN Group’s Asian subsidiaries with the appointment of the new CEO Son Kwangseop, accelerating its strategy to target the global market. FSN currently owns leading digital marketing subsidiaries across Asia, including Singapore, Thailand, Vietnam, China, Taiwan, and Indonesia, through its overseas business corporation FSN ASIA.

Behave Global is a global digital marketing company with strengths in digital platforms and media utilization. Based on extensive know-how, it forms close relationships with media and helps major clients enter global markets through professional and effective marketing. It has also established itself as a cross-border marketing specialist and is conducting overseas e-commerce business in line with the rapidly changing market.

Currently, Behave Global, which has entered the global market mainly in English-speaking and Chinese-speaking regions, holds official operation agency rights for platforms such as Sina Weibo, Alibaba, TikTok, Tencent, and Tmall. It has also established dedicated local e-commerce teams in Beijing and Weihai, China, providing comprehensive services including platform entry, operation, logistics, and promotional marketing for brands wishing to enter the local market.

Son Kwangseop, the new CEO of Behave Global, stated, "We will provide digital marketing solutions that move the market based on bold creativity and a strong global network." He added, "We have the capability to conduct digital marketing directly in the countries clients desire and achieve excellent results by carefully considering the unique characteristics of each region in localization. Going forward, we will further maximize Behave Global’s strengths and successfully expand our business areas."