[Power K-Women] Choi Kri "You Must Integrate New Things into What You Like and Do Well"

Choi Kri, MS Corporate Director
Experienced at Cheil Worldwide, IBM, Samsung Electronics
Achieving 'Ikigai', Secrets to Career Growth
To Female Juniors: "Prepare for the Worst-Case Scenario"
"You Can Get Answers by Asking Questions During Mentoring"

Editor's NoteAsia Economy selected 40 women from various fields at home and abroad as 'Power K-Women' at the '2022 Women Leaders Forum' held on October 19. These are women leaders who, despite facing all kinds of barriers and boundaries such as gender, race, disability, and poverty, did not yield to them but broke or transcended these boundaries to create new and universal values. Their stories will provide comfort to a weary world, serve as role models for someone, and give the community the strength to move forward again.

"When I felt an unquenched thirst at my current company, I listened more carefully when a good opportunity came. Changing jobs is less about 'preparation' and more about fully recognizing what you like and what you are good at."

When asked about the 'secret to changing jobs' to Director Choi Kri, who moved to Microsoft (MS) in August with the title of Corporate Director, this was the answer. Director Choi is affiliated with MS headquarters and is responsible for strategic partnerships and investments in Korea. Director Choi said, "MS considers Korea important in terms of business and investment, so they created a new position for me to come."

He took charge of investment planning at Cheil Worldwide, operations consulting at Ernst & Young, managing consultant at IBM, and strategy planning and marketing management at Samsung Electronics. Having worked at leading domestic and international companies, Director Choi said, "I prefer challenges that solve unknown problems rather than repeating what I know. It is impossible to prepare for everything in an uncertain future. Ultimately, combining what you like and know with something new can create greater value and help not only me but also the company."

The reason Director Choi was able to develop his career from marketing to strategic planning and investment was because he could achieve 'Ikigai.' Ikigai, a Japanese term meaning life's worth or calling, refers to the common denominator of four things: what you love, what you are good at, what the world needs, and what you can be rewarded for. Director Choi said, "Doing what you love well and being recognized professionally, and doing good for others is called 'Ikigai.' I was able to realize Ikigai through investment work because I could meet smart people in various fields, gain insights, and provide necessary operational support."

Going a step further, Director Choi formed a startup research group and is also engaged in angel investing (where individual investors pool funds to invest in early-stage ventures lacking capital). He is expanding the scope of what he loves by working with founders and building his own network. He also hopes to continue angel investing after retirement while maintaining expertise in the investment field. Director Choi said, "Friends from the MZ generation consider realizing what they love important, and thinking about whether you help and get closer to people related to your work will positively influence your career."

Choi Keuri, MS Corporate Director, is being interviewed by Asia Economy on the 13th. / Photo by Mun Honam munonam@

Director Choi is a mentor to many female juniors. After reaching team leader level, female juniors often sought him out. When asked about career-related questions, he often talks about the 'worst-case scenario.' He teaches how to avoid mistakes such as blaming one's own conditions for difficult situations or closing off possibilities. Director Choi said, "There were times I blamed my gender when facing difficulties or failures. Dreaming only of a rosy scenario or lowering expectations by telling yourself 'this is enough' lowers your standards even though you could do more. When working, you must not forget that situations can change anytime due to factors beyond your control."

He especially encourages juniors to actively seek mentors or ask questions when facing difficulties. Director Choi said, "If you prepare thoroughly for the worst-case scenario, you can take two or three steps further in a moderate situation. Instead of blaming yourself because you are a woman, when you get stuck, mentoring or advice can help you find answers through the process of asking questions."

Director Choi himself is building networks not only in the investment industry but also with senior women in various industries. He said, "I don't think dividing by gender is right, but men tend to approach strategically and boldly when they need to get close. When juniors approach me, I think about what I can give first, rather than 'taking one and giving two,' and how to connect them with someone better than me."

Director Choi also worked for eight years at Cheil Worldwide, focusing on investment. Utilizing his consulting background, he created the Platform Innovation team at Cheil and developed new businesses. He signed an exclusive partnership with the UK startup Mirriad to introduce the digital product placement (PPL) service for the first time in Korea. He also succeeded in mergers and acquisitions (M&A) with Color Data, a startup analyzing social big data in China. He invested in startups such as Moloco, which developed a domestic machine learning mobile advertising platform, and Dable, a personalized content recommendation platform.

Regarding why global companies are paying attention to the domestic startup ecosystem, Director Choi said, "There is definite expectation for new technologies and content coming out of Korea, and investors worldwide have come to recognize that these can succeed globally. Korea has outstanding companies in hardware, and as seen in the case of Squid Game, it also stands out in content, creating synergy in the field of creative tech, so I feel great expectations for convergence."

The most important criterion Director Choi considers when deciding to invest in startups, having long been in charge of investment, is 'sincerity.' Director Choi said, "When investing in startups, I look at business feasibility, growth potential, and technology, but personally, I focus on the key people driving the company?CTO, CEO, investors, advisors?and how sincerely they want to receive investment. Sometimes they tailor their pitch to the investor's preferences, but the company's condition quickly reveals what is truly needed. Ultimately, sincerity comes from accurately understanding the company's strengths and weaknesses. If this is off, problems arise even after investment."

◇ Director Choi Kri Profile

▲ Sookmyung Women's University, Department of Computer Science ▲ KAIST Graduate School of Techno Management, Master's ▲ LG CNS Solution Business Division ▲ Samsung Electronics Marketing Manager ▲ IBM Global Business Services Managing Consultant ▲ Ernst & Young Advisory Director ▲ Cheil Worldwide Management Support Office Investment Planning Team Leader ▲ MS Corporate Director