Arine Kim

Arine Kim, CEO of the brand consulting studio "Be My Guest," is a leading South Korean branding expert who has built brand identities and unique brand worlds by traversing diverse sectors such as food and beverage (F&B), spatial design, media, fashion, and beauty. Having pursued art from a young age, she attended Yewon School and majored in Sculpture (Plastic Arts) at Ewha Womans University. After graduating, she moved to Paris, France, where she obtained a certificate in traditional French cuisine, building a unique career that bridges the worlds of art and culinary arts. Upon returning to Korea, she founded Be My Guest in 2004; she has consistently proposed in-depth strategies while limiting the number of projects she undertakes to ensure the highest quality of branding. Over the past two decades, she has successfully launched or rebranded more than 90 brands. Her notable projects include the "Room of Quiet Contemplation" (a signature attraction at the National Museum of Korea), SSG Food Market Cheongdam, Daejeon Sungsimdang Cake Boutique, Namyang Dairy Products’ Baekmidang, O'sulloc Bukchon, Sulwhasoo House, and the rebranding of Kook-soondang’s Baekseju. She focuses on the "upstream" planning stage—defining a brand's direction and narrative—rather than merely concentrating on visual design. She specializes in designing holistic experiences that satisfy both the public and the market by reinterpreting Korean elements with a modern sensibility. She often likens F&B branding to "alchemy"—transforming ordinary ingredients into something that embodies value and storytelling, ultimately creating memorable experiences that resonate deeply with people.