Coloplast launches charm offensive in South Korea

In the coming days, Christian Husegaard, Coloplast's Vice President for Emerging Markets, will travel to South Korea with members of the Danish Royal Family and colleagues from more than six Danish companies. The objective is to strengthen the co-operation with the South Asian tiger economy.

For some time now, South Korea's economy has outperformed those of many Western countries and today it is the world's 15th strongest economy. There are also several parameters that make the Korean market an attractive target for Coloplast.

"South Korea has a relatively high healthcare budget per inhabitant and treatment standards are high. This means that quality products such as those produced by Coloplast would be valued and could come to play a role on the market", says Christian Husegaard to Ritzau Finans.

In the battle for the growing Korean market, Coloplast established a subsidiary five years ago in South Korea.

"As an Asian market, South Korea represents a slightly greater challenge than closer markets for Danish companies. To be successful in the Korean market, one must establish and cultivate relationships. This means that it is important to maintain both a physical and cultural presence, and to practice proper etiquette. That's why we decided to invest in our own company over there", he explains.

Coloplast is taking the opportunity to celebrate the fifth anniversary of the company's Korean subsidiary on Friday at an event in which the Danish Crown Prince Couple will participate. As part of the event, Coloplast will donate a number of ostomy care products to the Korean Coloproctology Society, so that the organisation will have the chance to test the products.

Christian Husegaard looks forward to being part of the Danish delegation and helping to strengthen the co-operation with the Korean healthcare system.

"Hopefully, this type of event will help generate goodwill, though we believe that it will serve to generate business in the time ahead, too. At any rate, we will be able to show our business partners that we are committed to the Korean market", he concludes.

Among those travelling with the Danish delegation are representatives from A.P. Møller-Mærsk, FLSmidth, Lundbeck, Novo Nordisk, Pandora and Vestas.