Magnetik Seoul ®

Your compass in the most "trendtive" city in Asia. How to fuel your inspiration with expert-led discoveries across Korean luxury, beauty & lifestyle.

The Compass

MAGNETIK SEOUL®

MAGNET

Magnetic & Connected

IK

Intelligence Korea

SEO

Seeking Evolution On

UL

Ultimate Lifestyle

Through various tailored missions, the aim is to share expertise and a vision of the genuine Korean trend.

Dedicated to brands decision-makers, marketing leads, Innovation expert or commercial heads, our area of expertise covers luxury, lifestyle, beauty and fashion.

The Franco-Korean L37 team, always connected and at the cutting edge of the market, has built its expertise on 4 cardinal points:

W

Retail concepts and Pop-ups (off/on-line)

E

New brands and product innovation

N

Seoul trend-setting areas

S

Made-in-Korea latest trends

Inspiration Tours

1-day or 2-days guided retail tour in Seoul

  • Discover Seoul’s trendiest stores and areas
  • Beauty, Fashion, Luxury, Lifestyle focus
  • Latest retail concepts
  • Innovative in-store experience
  • Pop-ups, concept stores

Learning Expeditions

  • 2-5 days curated tour in Seoul
  • Meeting with local players, brand owners, retailers
  • Beauty immersive tour with our partner @Cosmetic Inspiration & Creation Paris
  • Exploring selective distribution
  • Design and innovation
  • Cultural and artistic inspiration

Expert Briefing

Ad-Hoc Expert Presentations

Senior experts deliver customized briefings based on your specific needs:

  • Market Decoder: Korean retail luxury, fashion & beauty market specificities
  • Ecosystem Navigator: Retail landscape, department stores model, off and online channels…
  • Digital Retail: E-commerce, online trends, tech & influence
  • Consumer Insights: Korean consumer behavior, lifestyle codes
  • Entry plans: Market entry strategies, sales structure options, partnership opportunities

Expert Korea Today

Xavier Dufoix, founder of Latitude 37 and member of Expert Korea Today, delivers in-depth market presentations with MAGNETIK SEOUL® lenses:

  • Korean retail insights & trend snapshots
  • Distribution decryption & 360° market approach
  • Actionable market entry strategies

Beauty Forward

In partnership with Cosmetics Inspiration & Creation (CIC Paris), Latitude37 acts as CIC’s Seoul hub to connect global beauty players with Korean market insights. Together, we support brands looking to detect emerging signals, and nourish innovation with a unique France–Korea perspective.

Latitude 37 likes to actively engage with Cosmetics Inspiration & Creation around:

  • Trend forecasting & beauty intelligence
  • Consumer insight analyis
  • Thematic trend reports
  • Brand innovation journey support
  • K-beauty and K-perfume products innovation