Steelcase

Establishing Steelcase’s Premium Brand Presence in Korea 🪑🇰🇷

Korea’s workspace market is highly design-driven, where global brands must go beyond recognition to achieve local relevance. For Steelcase, translating its global design philosophy into a narrative that resonates with Korean professionals became essential to gaining traction in a competitive landscape.

expand k activated Steelcase’s market entry through a coordinated mix of influencer collaborations, digital PR, and social media strategy. Our team partnered with Naver bloggers and Instagram creators to showcase Steelcase’s showroom and product experience, while securing PR placements across major Korean media to reinforce its premium positioning. At the same time, we developed a localised Instagram content strategy to accelerate engagement, follower growth, and event visibility.

Our work with Steelcase repositioned the brand from a new entrant to a recognised premium furniture manufacturer in Korea. Social channel followers grew by 450%, while engagement increased by 200%, driven by culturally aligned storytelling and consistent digital activation.

In Korea’s design market, relevance is built through cultural alignment and execution. expand k helped Steelcase bridge global identity with local expectation, establishing a scalable foundation for long-term brand growth. 🚀

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