Head of Marketing & Communications, IKEA Korea
Yuli Park is head of marketing at IKEA Korea, where she leads brand, media and commercial strategy in one of Asia’s most dynamic and culturally distinctive retail markets.
With a career spanning several global brands, Yuli has developed deep expertise in “glocalizing”, translating global brand vision into locally relevant strategies that resonate with consumers. Her experience across brand communications, retail marketing and customer engagement has helped strengthen IKEA’s market presence in Korea through integrated campaigns, omnichannel growth and culturally meaningful storytelling.
Having spent nearly a decade of her childhood living in Australia and New Zealand, Yuli brings a naturally cross-cultural perspective to her leadership with Australia still feeling like a second home.
Now based in Seoul, she keeps a close pulse on emerging consumer trends by exploring the city’s most creative and evolving neighbourhoods, drawing inspiration from Korea’s fast-moving cultural landscape.
What does it take to lead marketing for one of the world’s most recognised brands across very different cultures? Hear from a trio of top marketers behind IKEA in Australia & New Zealand, Japan and South Korea as they share how they balance global brand power with local insight. With Australia marking 50 years of IKEA, New Zealand only just launching in December 2025, and Japan and South Korea’s highly distinctive retail landscapes, these marketing leaders reveal how strategy, creativity and cultural understanding shape success across multiple markets. A rare look at how global brands stay relevant, bold and locally loved.
