In one part of the book, Miky Lee, one of the founding father's descendants who went into entertainment (and was on stage during Parasite's Oscar win, BTW) noticed, when she attended Harvard, that no one was taking Korean; students either chose Japanese because they admired the culture, or Chinese for utility. This bothered her greatly. It reminded me of one of my professors in Japanese history who said, I actually wanted to study Korea, after being in the Korean war, but there were no classes, no research, no demand, and no jobs in it.
I loved languages, and I studied Japanese and Chinese (plus Russian, French, Esperanto, and Spanish). Korean probably would've been way down there on the list, somewhere after Sanskrit. But in recent years, Korean culture has burst onto the global consciousness, in music, in comics, in movies, in TV, in automotive industry, in politics, in tech, in so many ways. And boy do I wish now I had learned some Korean when my brain was more plastic! Miky Lee and her generation has succeeded in making the world curious about their culture.
So I decided to read this book as an intro to business in Korea, and an intro to Korea too. That is does very well. Samsung is a huge brand, you see it everywhere, but not much is known; this book cracks the door open. The subtitle is accurate, most of the book will focus on the mobile phone industry and Samsung's competition w/Apple. The stories told are limited by who would (or could) open up to the author (e.g. quite a bit on the marketing campaigns in the West, which, as an ops gal, I did roll my eyes a bit on their effectiveness). As a result, it does feel like a collection of articles, in-depth in a few areas, tantalizing in what might be missing (hey, I care about construction and kitchen appliances too!). Nonetheless, this is one of the first, easily accessible, easily-readable books on Korean business, easy for the Western reader, and I highly recommend it.