Jangmin Choi 최장민

Career milestones

• aT · 2022–2025
  5 European markets

  France, Germany, Italy, Spain and the United Kingdom · Paris office.

• Alimentaria · 2024
  176 business meetings

  Korea pavilion: US$15.7M in business consultations.

• K-Vegan · 2022
  €29,558 estimated advertising value

  K-Vegan campaign, according to the final report.

• Bonnefacon / Boncourage
  Revenue ×20 over 4.5 years

  Business founded and managed by Jangmin.

The aT figures are results from programmes to which Jangmin contributed in his previous roles, not EUROKOREA projects. Consultation amounts and estimated advertising value are not his personal revenue.

Selected projects · at aT

• 2024
  Alimentaria Barcelona · activation and B2B meetings

  Leading the Paris office’s activation, pavilion coordination and promotion. The Korea pavilion recorded 176 business meetings worth US$15.7M in consultations and 2 on-site MOUs/contracts totalling US$1.515M. Tastings, 68 media items and surveys with more than 580 participants complemented the programme. These are programme results, not personal sales or a guarantee that all contracts were fulfilled.

• 2022–2024
  New media · content and advertising effectiveness

  In 2022, K-Vegan involved 280 influencers across four European countries: 1,150 pieces of content, 13 campaigns and an estimated advertising value of €29,558. In 2023, the dissemination index rose 60% year on year and advertising ROI improved by 94%. In 2024: 246 pieces of content and 70 paid advertisements over the year; page views increased 81.64% year on year from July to November. These indicators cover different periods and scopes.

• 2022–2024
  Consumer testing and market development

  Ramyeon tests involving 9,500 Italian households in 2022 (2,563 respondents), followed by product tests with 8,000 UK households in 2023 (1,093 respondents). Translating feedback into recommendations on products, packaging, pricing and launches; contributing to channel development such as REWE in Germany. Another test in Italy was followed by an additional import of 1,800 units, with no established causal link to the 2022 ramyeon test.

• 09.2024
  Milan · K-Food chef network

  Contributing to Miracl product market tests and on-site activities. According to its final report, the programme as a whole recorded 94 media items and an estimated local-press advertising value of €104,551.

Experience gained at aT: programme results, distinct from EUROKOREA company client references.

Project contributions

• 02.2025–present
  Brand and market development · by project

  The contribution is defined for each assignment: market and distribution-channel research, marketing, content and on-site operations. Seoul Market, AROCELL and SAM Korean Tables are projects, not separate employers.

• SAM Korean Tables
  SAMSO · from concept to opening

  Participation in positioning and pre-opening tasting tests, launch support and creation of SAMSO’s official website. Content and Threads within the SAM Korean Tables ecosystem; monitoring reviews and customer feedback after opening. Analysis of customer reviews across the four concepts to improve menus, communication of value and customer experience.

• 2025
  AROCELL · activation at Printemps

  Promotion and on-site activation. At the close of the entire Shinsegae × Printemps pop-up, AROCELL ranked first in revenue and units sold among 70 Korean beauty brands. The activation contributed to its subsequent listing at Printemps.

• 2026
  NRF Retail’s Big Show Europe · KEA / AICON

  On-site research into retail channels, stand support, observation and documentation, followed by a final report. Assignment completed.

• 2024–present
  Seoul Market · pop-ups and retail

  Contributions to positioning, customer experience, product-reaction analysis, content, online sales and on-site operations, depending on the project. Joint presence in Tours, Lyon, Paris, Meudon, Bordeaux and Dijon.

• 2026
  EUROKOREA · brand identity and official website

  Contributing to the redesign of the brand identity and official website, from brand strategy to web and digital delivery.

Previous experience

• 2022–01.2025
  aT · Paris office

  Marketing Project Manager. K-Food marketing, digital campaigns, promotions and trade shows across five markets: France, Germany, Italy, Spain and the United Kingdom.

• 07–12.2021
  Groupe Bel · Assistant Marketing Effectiveness

  Within the Global Data-Driven Growth / Data & AI teams, supporting multi-country marketing-performance analysis using Nielsen/IRI, allocation of advertising and promotional spending, and analysis of their contribution to sales and portfolio effectiveness.

• 07–08.2016
  Enjoyparis · international trade internship

  Retail purchasing and trend monitoring, quotations, orders, invoicing and shipping; blog-content analysis.

• 2015
  WEB NOVA · Strategic Consultant internship

  Supporting the launch of Bibim Cup in Paris: website and social media, initial SEO/PPC and WordPress work in a start-up environment.

Entrepreneurship & independent initiatives

• 04.2017–12.2021
  Bonnefacon / Boncourage · founder

  Online retail of premium and lifestyle products between France and Korea. Direct sourcing, product range, pricing and margins, online shop, content, customer relations, purchasing and logistics. Revenue increased twentyfold over 4.5 years.

• 2020–2021
  La Baleine · wine activity within the entrepreneurial project

  Estate visits, producer discussions, wine selection and sourcing; shipments from France to Korea.

Education

• 2018–2021
  HEC Paris

  Master in Management / Grande École, Digital Major. Certificate of Excellence 2020–2021.

• 2011–2016
  Korea University

  Bachelor of Business Administration.

• 2015
  ESSEC Business School

  Exchange programme.

Working languages

French · Korean · English