Byeong Chul Kim, President of Misung Commercial Co., Ltd.
Chapter 3. Destined for Africa

Before Kim’s 1983 relocation to Africa. (From left to right) President Byeong Chul Kim, the late Chairman Seong-yeon Yoo(Samchully Group), and then-CEO Bong-sang Lee(Misung Commercial Co., Ltd.)

BNB Magazine has been publishing memoirs with the aim of solving the current issues of the beauty industry through the stories of the veterans of the industry. This year’s memoir features Byeong Chul Kim, president of Misung. Starting as a founding member of Misung in the 70s and spanning 50 years, his life in wigs spans two continents as well as the history of the Korean wig industry. Hearing from the vivid narrative of President Byeong Chul Kim, we open the third chapter.

Behind the scenes work to expand into Africa

In 1983, Misung was on a smooth growth path. Within a decade of its acquisition by Samchully Group, it had become one of the top five mid-sized companies in the wig industry. While big companies gradually withdrew from the labor-intensive wig industry and sought other businesses, Misung stood firm and dug deep. Then, it took a step further and began to dream of advancing into Africa, which was an unconventional challenge at the time, but Misung had a good reason.

While analyzing how wigs exported to the U.S. were sold, the company realized that a large share of the products was resold to Africa. Then, the realization came that there must be enough potential for direct export or local production. Especially Senegal, which Misung wanted to establish a base in, was the country with which President Chun Doo-hwan signed an economic and technical agreement during his 1982 tour of Africa. Misung conducted joint market research with its U.S. trading partner ALICIA and invested $200,000 each to establish a joint venture.

1982 Korea-Senegal Summit ©e-Video History Museum

While the idea of going to Africa was circulated among the higher ups, we were not aware of it. There was one internal meeting about expanding to Africa, but it was at a time when no other company in South Korea, not just in the wig industry, had ever set foot in Africa, so it sounded like a daydream.

But in May of that year, anxiety began to creep in when an in-house French course was suddenly organized for all employees. If the decision was made to expand to Africa, it was clear who would be in charge.

“Seriously, shouldn’t I or Kim be the one? We’re opening an offshore facility, so at least one of the managers should go.”

Soo-kang Hong, who was in charge of production at the time, made a gloomy face because his parents were unwell.

“Oh, come on. Africa is not that realistic.”

“Well, since it came up in our last meeting. You know, I can’t go right now…”

I wasn’t better situated either, considering my elderly parents and pregnant wife. After a fruitless discussion, we brushed off the doubts.

“There’s no company in Korea that’s made into Africa, and no one knows when it’s going to happen. Who knows if it’s going to be canceled? Let’s just take a free French lesson!”

The instructor at the time was Young-joon Ko, who was working at Samlip Foods, and he visited Misung after work to give a one-hour lecture. The French class went smoothly, though it often went sideways.

“Now, when you meet a person, you’re supposed to say how are you, right? Please repeat after me – comment allez-vous.”

“Komandalevu!”

“One, two, three in French goes – un, deux, trois!”

“En de twa!”

Africa seemed like a distant future and everyone was tired after work, so it was impossible to concentrate for a long time. And Mr. Ko, who was a French major, had traveled to France and Africa, so the language lectures would often turn into travel stories. Everyone vaguely thought, “Africa is not going to happen,” so they just listened to the French lectures casually and happily.

A month later, the news came to me like a bolt out of the blue sky. President Bong-sang Lee called me and said, “Mr. Kim, you need to go to Africa.” He informed me in advance of the decision made at headquarters.

Facing the Chairman of Samchully

Two days later, I walked into the biggest office at Samchully’s headquarter with a resignation letter in my pocket.

“Mr. Kim, I heard you’re going to Africa, congratulations!”

I hesitated at Chairman Yoo’s smile but closed my eyes and uttered my prepared words.

“Mr. Chairman, I’m sorry. I don’t think I can go, I don’t have the experience, I don’t have the ability, it’s not good for me and for the company, and if I have to go, I’ll have to quit.”

The chairman responded in a firm tone.

“Well, who can do that better than Mr. Kim? If you can think of anyone, please tell me. There is no one in Korea who can speak French, know Africa, and into wigs. Who would have all three conditions? But Mr. Kim is from a wig company, so you at least have one of those things. You are about to turn 40, and don’t you have any ambition to try something? Do you intend to just stay in the company as a department manager or part manager? You don’t have any ambition to take charge of the company and move it forward?”

“Mr. Chairman, it’s not because I don’t want to go to Africa, it’s because I don’t think it’s something I can do, and like you said, it’s not just about having the courage. There will be substantial investment made, and I’m not confident that I can make money with it. If I quit the company now, I’m going to be judged as a hard worker and a good employee, but if I go to Africa and flop, I’m going to be called a big failure.”

To me, it was a reasonable defense, but his response was far beyond my nearsighted vision.

“Mr. Kim, do you think I’m sending you to Africa to make money? If I send someone who doesn’t know anything like you say and ask to make profit, I’m a robber. South Korea as a nation wants to go to Africa, and someone must pave the way. You just take this money and do something with it, and when the money’s gone, you simply report back how it’s gone.”

Once I realized what he meant, there was no way I could say no. It was a new challenge for me, so I said, “If you say, the money is to be lost. I’ll go and see how it goes.”

“That’s right. Even if it doesn’t work right away, you’re going to fix it, you’re going to work it out, and eventually you’re going to get somewhere. We need to know what doesn’t work first, and that’s what you’re going to learn.”

To Africa with a companion

I accepted the job, but I was still in the dark. I realized that I had to find a way to survive in a strange country where I couldn’t speak a word, so I reached out to our French teacher and clung desperately to him.

“Mr. Ko, please save me. Would you like to go to Africa with me? I’m not good at anything, but I have the motivation and support from the company. Even if things don’t go well and I end up eating two meals, I will make sure you get three. You have my word.”

With Mr. Young-joon Ko

Later, Mr. Ko told me that he had guessed who would be sent to Africa in his lectures. He said that I was the one who studied the hardest in French class, so he rightly guessed me to be the one. Of course, he didn’t include himself there.

He was swayed by my persistent request, but his hesitation was that he was still unmarried. He was worried that going to Africa would delay his marriage, so he quickly found someone to get married in a jiffy. The new bride had to send her groom overseas only two months after marriage. However, we didn’t worry too much because we knew when it would end. Misung’s management was such that the head of management and production rotated every year, so we thought we could go for a year and rotate.

Little did we know that the year would turn into a decade, and in late August 1983 we headed to the unknown land of Africa.

Airplane used in Korean Air’s international routes in the 1980s