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■ About the Publication
Magazine B is an ad-free monthly publication that dedicates each issue to
one well-balanced brand unearthed from around the globe. The magazine
introduces the brand’s hidden stories, as well as its sensibility and culture,
and is an easy but also serious read for anyone with an interest in brands.
■
About the Issue
Welcome
to the 96th issue of B.
Back
in 2018, when B revisited Seoul, the capital city of Korea, to put out a second
edition, we talked about what city would be the best for the city issue besides
Seoul. Many of our editors—including me—thought of Busan, the second largest
city in Korea, and Jejudo Island for its breathtaking natural landscapes. Five
years later, we wound up doing an issue that features Busan. Of course, we were
drawn to Jejudo Island because it embodies the idea of rest and relaxation, but
truthfully, we were more curious about Busan’s many faces beyond the beaches
and tourism. I myself visit the coastal city every year and always feel like
moving there whenever I go, so it is obvious that the port city 400 km south of
Seoul has some kind of magnetic allure.
Each
time I arrive at Busan Station and taxi to Haeundae to get settled in—I’ve done
this so many times I don’t dare to even try to count—I find myself mesmerized
by the landscape of the piers as I look out the car window. Not until rows of
shipping containersand towering cranes catch my eyes do I feel like, ‘Ah!
Finally, I’m in Busan.’ It feels like passing through immigration. Maybe
because of the unique layout of port cities, I have always assumed that Busan
was bigger than Seoul. Maybe it is the impression that you can only get from
the second- or the third-largest cities. Apparently, it is the norm that the
nation’s largest city—the capital city in an administrative and economic
sense—naturally chases ideas like “global standards” and “cosmopolitanism.”
Despite the never-ending changes inarchitecture, culture, and commercial
districts that seem to pop up overnight, capital cities always feel rather
mediocre when all things are said and done. That might explain why I have
recently heard globe-trotters grumbling that there is nothing special out
there. Everything is already in Seoul.
But
Busan has staved off this rather imminent phenomenon of standardization. Of
course, the city boasts a good number of flagship stores by globalbrands, inventive
and fancy restaurants, and uniform- like styles that hipsters wear, but these
elements
do
not shape the visitor’s impression of the city. Rather, Busan’s cultural
elements—embedded in the clothing, food, and architecture—forge a distinctive
locality in its raw state, emerging through the cracks between the
well-developed infrastructure that is essential for a big city to survive. The
essence of Busan that B captured for this issue also centers on the people, the
products, and the companies that add contemporary twists to local tradition.
From Momos Coffee’s Jooyeon Jeon, who triumphantly sprang up from the local
specialty coffee scene and on to the global stage; and Balansa, a fashion brand
whose contemporary chicness is no less superb than Seoul- born rivals; to Gentz
Bakery, which strives to retaina sense of “Koreanness.” All these players
generated cultlike followings locally and received offers to expand to Seoul.
(Usually, it happens the other way around.) In a city where not even one of
Korea’s top 100 companies has its headquarters, it is a feat thatlocally grown
creativity translates to business acumen, resulting in phenomenal success.
The
potential of Busan, I opine, lies with innovative small business owners, though
they are wildly outnumbered by their counterparts in Seoul. Indeed, the
Busanites B met say that the city’s potential isin the hands of the people who
grew up in Busan,far from Seoul and close to the door to the outside world.
Busan has constantly grappled with internal and external forces due to its
geographical position and historical events, like outsiders coming and going,
refugees from the Korean War rushing in. Even still, it seems that Busan has
the most fertile soil to cultivate new contemporary ideas. This may be why I as
a land dweller, born and raised in Seoul, always envy people who live near
water—and where they come together, in Busan.
Eunsung
Park
Editor
in Chief
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02 INTRO
08 EDITOR'S LETTER
12BUSAN FOLKS
Four
Busanites talk about their precious memories and the port city’s vibrant energy
18INTERVIEW
Jiman
Park, CEO of Sammi Construction Co, Ltd. AndKitchenborie Co, Ltd. maximizes the
aesthetic value of space through low-rise, horizontal landmarks
24HOMEGROWN TALENT
Key leaders in Busan’s confectionary/ baking,
coffee, eomuk fish cake, and beer industries who all share the spirit of
friendly competition and are always open to new information and possibilities
42HISTORU OF LOCAL CUISINE
Old
stores and local foods from the times of the Korean War and subsequent division
of the peninsula
50INTERVIEW
Jeehoon
Kim, owner of Balansa, says that the growth of Busan’s street culture can be
attributed to outside cultures andenthusiastic people who fully explore their
fields of interest
56NEIGHBORHOOD
Four
representative neighborhoods in Busan, which are home to an intriguing mix of
the analog era and contemporary twists
72AROUND TOWN
Busan’s
appeal and different impressions of the port city from young people
80LEGEND MAKERS
Producers
of steel, towels, and footwear that have served as the basis for Busan’s
manufacturing industry
96URBAN GETAWAYS
What to do in Busan, home to beautiful mountains,
breathtaking beaches, and urban infrastructure
102STAYCATION
Four
fancy Busan-based hotels offer exciting experiences and amenities based on the
maritime city’s abundant natural surroundings as well as rich historical and
cultural elements
110BORN AND RAISED
BohyunAhn,
an actor and television personality, and Winter, a member of the Korean girl
group aespa, gush about their hometown
113THE WORLD EXPO IS COMING TO BUSAN, KOREA
World
Expo 2030 Busan, a solutions-based platform that aims to tackle anarray of
global issues, shapes the future of cities with tools for soft power
145GREETINGS FROM BUSAN
Made-in-Busan
products that feature the active and lively spirit of Busan
156INTERVIEW
Haeju
Kim, a senior curator at the Singapore Art Museum, says that multidimensional
effort is needed to work is important to properly appreciate the multifaceted
landscape of Busan, which is a combination of land waves created by
geographical patterns and ocean waves
162ARTISTIC CITY
Art
galleries, museums, and fairs that have enhanced the level of artistic and
cultural sensibility of Busan
180YOUNG WAVE
Young
artists who call Busan home are working to lay the foundation for their own
unique, creative world
190INTERVIEW
Founder
and CEO of Krypton Kyungjun Yang says that Busan is the optimal city for local
startups, an emerging alternative to boost local economies, to digest outside
cultures in their own ways
196THE AWAKENING GROUND
“New
local” projects that rewrite the stories and values of the city while
preserving the traces of the past
214CITY STORY
“New local” projects that rewrite the stories and
values of the city while preserving the traces of the past
218FROM SEOUL TO BUSAN
Seoul-born fashion and beauty brands that
incorporated Busan’s locality into the design of their Busan-based outlets for
a singular brand experience
222DIGEST
A look at Busan through numbers
233OUTRO
■
Table of contents
02 INTRO
08 EDITOR'S LETTER
12GAME CHANGER
Media
reactions at the time of Spotify’s creation
16CRITICS
Changes
in the music-listening environment as well as future music market prospects as
told by three experts
20OPINION: GREG OGAN
Greg Ogan, associate professor at the Berklee
College of Music and lead for diverse music projects, talks about the positive changes
Spotify brought to the music industry
26VIBRANT OFFICE
Spotify’s
office environment as seen in its office in Stockholm, Sweden—the birthplace of
the platform
32SPOTIFIERS
What
12 employees think of Spotify’s fun and exciting in-house culture and
atmosphere
36ESSENTIALS
Key
features and services that show Spotify’s core competencies as a music platform
42ADVANCEMENT
Innovative
achievements of Spotify, which has quickly identified problems and come up with
the best solutions
48CUSTOMIZATION
First
impressions of Spotify’s personalized recommendation services from after these
new users used Spotify for two weeks
54THE FOUNDER: DANIEL EK
Spotify’s DNA and vision are laid out in this
interview with Spotify founder and CEO Daniel Ek
60BRAND STORY
The
growth story of Spotify, which has become a vehicle through which users can
truly discover and explore new music
66THROWBACK
Behind-the-scenes
stories about Spotify’s four early members who dreamed of democratizing music
70INTERVIEW
Spotify’s
key strategies and culture explained by Alex Norström (co-president and chief
business officer), Katarina Berg (chief human resources officer), and Gustav
Gyllenhammar (VP of the markets and subscriber growth team)
76NOTES
Music
experts observe changes and phenomena on the Spotify platform
80MUSIC IS EVERYWHERE
Stories
of four artists who use Spotify to experience music, communicate with fans, and
conduct musical experiments
98 PLAYGROUND
Introducing
Stream On, an in-person event that is a manifestation of Spotify’s vision to
become the optimal platform of choice for audio content creators
104AUDIO GENERATION
Spotify’s
practical measures that have helped establish the company as a comprehensive
music platform as well as its signature podcasts and video programs
112OPINION: PUJA PATEL
Puja
Patel, editor-in-chief of online music zine Pitchfork, talks about where the
music industry should be headed
118MUSIC VOYAGERS
Meet
Spotify users who have explored their own musical worlds with creative energy
126IN SPACE
Various spaces that use Spotify playlists to create
unique identities
134IMPACT
Spotify’s collaborations that cover all parts of
life and its music programsthat are meant to increase and promote diversity
140DIGEST
Meaningful figures and info that show the brand’s
influence
143OUTRO
02 INTRO
08 EDITOR'S LETTER
12COUNTRY DWELLER
The
bucolic lives of Barbour consumers who live at their own pace
22OPINION: VIRGINIA CHADWYCK- HEALEY
Stories
of balanced fashion consumption told by Virginia Chadwyck-Healey, owner of VCH
Style and stylist for Catherine, Princess of Wales
28WAY OF BARBOUR
Barbour’s clothing, accessory, and shoe lines are
efficiently planned and designed for contemporary life
38DIAGRAM
Analysis
of Barbour’s signature waxed jackets, which were created from a clear vision
46IN MY POCKET
What
is in the pockets of the owners of Barbour waxed jackets
54BORN IN SOUTH SHIELDS
Barbour
factory in the port city of South Shields—the brand’s home ground and starting
point
64FROM THE ARCHIVE
Originality
as seen through the prototypes of the Barbour jacket archive
76OPINION: DAME MARGARET BARBOUR
Barbour’s
DNA and heritage told by Dame Margaret Barbour, the current chair
82ROOTED IN SCOTLAND
Halley Stevensons, producer of waxed cotton for
Barbour, and Kinloch Anderson, designer of Barbour’s own tartans
92RETAILS
Barbour styles told by Barbour design
directors of men’s and women’s clothing as well as Barbour stores in the old
neighbor-like areas of London, South Shields, and Edinburgh
100HAND TO HAND
Maintenance
tips for Barbour jackets and Barbour Re-waxing & Re-loved services, which
enable the jackets to be handed down over generations
106OPINION: JACK CARLSON
Jack
Carlson, founder of Rowing Blazers, explains how to expand a brand’s worldview
through imaginative, out-of- the-box thinking
112CROSSOVER
Barbour
shows its many sides through continuous collaborations with unique fashion
brands
122FUNCTIONALIST
Practical
fashion items from other brands that Barbour fans love
128 MY OWN BARBOUR
Barbour
jackets as personal memory archives
136BRAND STORY
The
growth of Barbour, a family business that has respected its heritage while
nimbly responding to the trend of the times
142OLD CATALOGS
Barbour’s
old catalogs show the zeitgeist, culture, and various lifestyles of the past
146INTERVIEW
Barbour’s
key growth strategy and future plan as told by Managing Director Steve Buck,
Global Marketing and Commercial Director Paul Wilkinson, and Vice Chair Helen
Barbour
152SPOTLIGHT
Barbour products on celebrities and in the media
156FELLOWS
Brands that share keywords with Barbour like “Royal
Warrant,” “waxed jacket,” and “workwear and outdoor wear”
159OUTRO
■
Table of contents
02 INTRO
08 EDITOR'S LETTER
12KEYWORDS
The
Balvenie’s philosophy as portrayed in media coverage
16SPEYSIDE
The
region that The Balvenie calls home
22THE BALVENIE
DISTILLERY
The epicenter where the Scottish whisky brand’s
nearly 130-year history began
26FROM CRAFT TO BALVENIE
The
Balvenie’s craftspeople who are committed to the brand’s legacy of crafting
top-quality whisky
48INTERVIEW: DAVID C. STEWART & KELSEY
MCKECHNIE
The
Balvenie malt masters, who are responsible for quality and taste control
54CHARACTERISTICS
The
Balvenie’s whisky lineup that expresses a storied experience and immense
know-how along with a singular design language
62OPINION: STEPH MURRAY
Steph
Murry, general manager at The Dowans Hotel, talks about the local whisky
community in Speyside
68SPEYSIDE’S MANNER
Bar
culture in Speyside, the birthplace of single malts
76COEXIST IN MARKET
Diversity in the Scotch whisky market that spawns
from micro-distinction during whisky making
84BAR SPIRITS
Bar
scenes in Seoul, Saitama, London, and New York that present whisky cocktails in
their own distinctive ways
96MANUALS
The
basics of whisky
100 OPINION: HAEIN JUNG
Korean
actor Haein Jung talks about charms of whisky and The Balvenie
106MY TASTE PAIRING
Whisky
parings that reflect the taste of the drinker—from scents to artworks
116JUST MY SPIRIT
Diverse
manifestations of whisky subcultures, such as collecting, sharing, and blending
120THE ELEMENTS
The
five basic factors for whisky making
130BRAND STORY
The
growth story of The Balvenie, which has pioneered in the market with its
traditional batch production process and experimental spirit
136INTERVIEW: ALICE MCSHERRY, GEMMA PORTER
The
Balvenie’s global marketing manager Alice Mcsherry and global brand ambassador
Gemma Porter talk about the brand’s internal and external culture
140SHIFT IN GENERATIONS
Three
next-generation employees expected to make history for The Balvenie
144ART OF CRAFT
The Balvenie’s art projects that distill the brand’s
artisanal spirit
148DIGEST
Figures that demonstrate the prominence of The
Balvenie and its parent company William Grant & Sons in the Scotch whisky
industry
151OUTRO
■
Table of contents
02 INTRO
08 EDITOR'S LETTER
12FOURTH WAVE
The
new wave of coffee and % Arabica observed by coffee experts
16AESTHETIC
Aesthetic
of Kyoto that inspired % Arabica founder Kenneth Shoji
22NEIGHBORHOOD
Introduction to Arashiyama and Higashiyama
neighborhoods in Kyoto where % Arabica locations have become local attractions
28OPINION: KOBE LEE
%
Arabica’s Global Head Barista Kobe Lee talks about thebrand’s philosophy on
coffee and people management
34IDENTITY
%
Arabica’s minimal, timeless brand identity that is reflected in brand goods
40IN THE BAR
%
Arabica’s signature drinks and service
46AT THE ROASTERY
%
Arabica Kyoto Roastery & Bakery, a control tower for an exquisite, quality
cup of coffee
50INTERVIEW: KENNETH
SHOJI
Conversation
between Magazine B publisher Suyong Joh and % Arabica founder Kenneth Shoji
56A DAY WITH A
COSMOPOLITE
Kenneth Shoji’s cosmopolitan life in Bali
64CUPPING LAB
Luis
Urcuyo, green bean buyer for% Arabica, shows his coffee cupping
68COFFEE FARMS IN BALI
Coffee
farms in Batukaang Village, Bali, that supply specialty coffee beans to %
Arabica
72WELLNESS SPACES IN
BALI
Alchemy,
a wellness brand in Bali that captured Kenneth Shoji’s attention
76COFFEE TOOLS
Coffee
tools used in % Arabica cafés to provide the best coffee experience
86MOMENT OF INNOVATION
Slayer
Espresso, a game changer in the espresso machinemarket, and its founder Jason
Prefontaine
94COFFEE BUFFERS
Coffee
lovers from all walks of life, including cofounder of Deus ex Machina Dare
Jennings, share their thoughts on % Arabica
102OPINION: KEITA AONO
Keita
Aono, chief designer of space design consultancy No. 10, talks about %
Arabica’s space design philosophy
108ICONIC STORES
Design
studios from different cultures and their iconic designs for % Arabica cafés
124SURROUNDINGS
Neighborhoods
and nearby attractions in Seoul, New York, and London where% Arabica shops are
located
130PARTNERS
% Arabica’s franchise partners in Indonesia, China,
and Korea that drive the brand’s global business
136VISITORS
People from all around the world who visit % Arabica
stores in Kyoto and Bali
142BRAND STORY
A story of % Arabica that started in Kyoto and has
grown into a global coffee brand
148BEHIND THE BRAND
Some interesting facts about % Arabica, as presented
by the brand’s founder
150INTERVIEW: MAKOTO
NAKAMURA, ERIKO MATSUDA
Makoto Nakamura, vice president of Asiamix Japan,
supports % Arabica and Kenneth Shoji; Brand consultant Eriko Matsuda leads
brand management
154TENANT
% Arabica kiosk locations show the brand’s
competitiveness
160UNDERDOGS
Coffee brands that started in cities with hardly any
coffee culture and still gained an international following
163OUTRO
