Doing business in China

Choi Hee-won, 34, finished her MBA in Hong Kong University of Science and Technology (HKUST) in 2007. The Korean native has been running her own business in Hong Kong with the focus on international retail property marketing and brand advisory services since 2010. She has a bachelor’s degree in Industrial Engineering from Seoul National University.

Your introduction?

I studied Industrial Engineering at Seoul National University for my bachelor’s degree. After graduation, I worked at Accenture for a year in 2001 then moved to Hong Kong in 2004. I started my MBA in HKUST in 2007.

Why did you move to Hong Kong?

What made me go to Hong Kong was my marriage in 2004. The marriage was a turning point for me to pursue a professional career in Hong Kong. However, I also had a strong interest in the Chinese market. The market not only has great potential for growth but also offers business opportunities as Hong Kong has a good relationship with Korea.

Why did you choose HKUST?

My number-one priority was to find a school offering a program that helps me acquire in-depth knowledge about the Chinese market in order to develop my ideas into real business in China. Also, the school’s well-established alumni network and brand values are important factors

Who is your favorite professor in HKUST?

Macroeconomics professor Milind Rao was my favorite. When I studied this subject at the undergraduate level, it was hard to fully understand. However, Prof. Rao knows what is challenging for students. He is really good at explaining complex issues in simple terms by using real-case examples. I still remember many of the theories and knowledge we discussed at classroom, thanks to his unique teaching style.

Can you tell us about your professional career after graduation?

In September, 2010, I started my own business, SLS, which deals mainly with cross-boarder retail property marketing and brand advisory services. The company helps European companies operating in China expand their distribution channels into the Korean market and Korean companies to enter into the Chinese market. Before launching my business, I worked for Hanskin Asian Limited as a general manager in 2009 and Rue de Jeans L.A. as an Asia business development director in 2010.

Did the HKUST MBA program help you in your business?

It helped a lot. The greatest part was that it helped me successfully settle down as a businesswoman in the Chinese market. HKUST offers various experience programs that help students from other countries get accustomed to the Chinese market.

First of all, the school’s guest lecture program helps students understand doing business in Hong Kong or China. Guest lecturers consist mostly of executives of large Chinese corporations.

I also studied at Beijing University as an exchange student. This was an opportunity to learn about not only the Hong Kong market but also the market of the mainland China. Besides, classroom discussions in core courses such as marketing, China business and corporate finance also help understand various aspects of business in China. Finally, HKUST’s alumni events are also very helpful.

Interview by Kwon Eun-young