Sulwhasoo Style

Communications Director Rah Seung Yun

My ears, others’ hearts,
and the words in between

Consultant Rah Seung Yeon

President Seung Yeon Rah is remembered for her presentation in Durban in November 2011, in which she gave us hope on hosting the Winter Olympics in Pyeongchang. We know her as a good speaker, but she was actually a good listener.

Due to her father, who was a diplomat, she had to settle down and adapt to living in different countries while returning to Korea in between. Wherever she went, she was a stranger. “My family always moved together. Whenever my father was relocated, we had to adapt to a new place right away. I thought about the reasons why I could adapt easily each time. Perhaps it was because I listened. Since I couldn’t speak their languages, I always listened first. I just sat there and listened to people talking, but I got two things: friends and good sense. My experiences back then helped me when it is my turn to speak.
Meaningful communication for President Rah involves four steps: Receive, Appreciate, Summarize, and Ask. When talking to others, nothing is more effective than listening to show your consideration and sincerity. At the 2017 Global Female Leader Forum at the end of last year, she said that 70% of leadership quality must involve listening. Participating as a speaker, she presented the skills that women should develop, following to the topic of ‘Female Leadership through Communication.’ “I earned points in three aspects when I made a presentation for the Pyeongchang Olympics. I heard it directly from the former chairman of the IOC. Those were the statement I made, my voice, and my gestures. I am currently providing consulting services in making good speeches, and I train learners’ messages, voices, gestures, and everything else that matters. I don’t simply provide them a script, and tell them to practice, instead I guide them to use their skills appropriately.”

According to President Rah, the statement in a speech takes up 7% of the impact to the audience. Voice takes 38%, and, surprisingly, the remaining 55% is all about the visuals and attitude.

The second most important factor is a voice with the proper intonation and access. “You have to create a voice that others want to hear. The least attractive voice is monotonous. You have to treat your voice as a musical instrument and try to make various sounds. You must be able to create different voices, based on your message, the mood, and the audience.”
Last, the most important, are visuals and attitude, especially your image.

Consultant Rah Seung Yeon

She recommended Sulwhasoo because it conveys the original value of Korea.
"I wanted to promote the pure, and elegant beauty of Korea.”

She is also exerting continuous efforts to deliver truthfulness, and to create an attractive voice and a winsome image.

“People have prejudice when they hear about well-maintained appearance, but I think it is about eating well, sleeping well, and having positive thoughts. Your facial expression is particularly important; as well as your eyes, your smile, and a bright skin tone. Brightening your skin tone gives a youthful image, which increases your confidence and favorability.”
In fact, she said ‘brighter skin’ is what makes Korean women attractive among many foreigners, and shared an encounter with Chairman G. Lindberg of the Pyeongchang Winter Olympics Arbitration Committee. “When we were selected to host the Winter Olympics, Mrs. Lindberg visited Korea for the first time, and we traveled to Pyeongchang together. She said she was impressed by the Korean women she had met at the airport. She asked what products they use since all Korean women have such bright and beautiful skin. I recommended Sulwhasoo, and she remembers to buy it whenever she visits Korea. She says it’s the best gift for herself and her acquaintances. She recommended Sulwhasoo because it conveys the original value of Korea. I wanted to promote the pure, and elegant beauty of Korea.”
President Rah’s love and pride for her mother nation grew as she lived abroad. She hopes that the Pyeongchang Winter Olympics can contribute in sharing the value of Korea to the world. “I still remember the ‘88 Olympics. I was very proud to be Korean abroad. Some people still think of the division when they hear “Korea”. I hope that they see the real Korea through the Pyeongchang Winter Olympics, and fall into its charms, as Mrs. Lindberg fell into Sulwhasoo. That is the true value of the Olympics—the value that cannot be converted to money.”
May you have a more valuable time sharing the true ‘meaning’ in 2018. May there be words between my ears and your heart. May it all be realized with the success of the Pyeongchang Winter Olympics.