Korean in Dubai: Corporate Socialite. Interview with Suheyee

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by Barbara Yakimchuk

Korean in Dubai: Corporate Socialite. Interview with Suheyee

10 Oct 2024

Suheyee's personal archive

Instagram's popularity in the Middle East is growing, with brands searching for niche influencers. Suheyee stands out by focusing on a corporate lifestyle rather than what algorithms typically suggest. Is her success due to luck or a result of hard work and strategy? Let us learn more about her journey, future plans, and advice.

— Your blog says, "Korean in Dubai: Corporate Socialite." Can you tell us more about your journey and what brought you to Dubai?

— I was born in Korea but grew up in China jumping around various American international schools. I had a scholarship to pursue a political science degree in the States, but made the last-minute decision to move to Dubai. I have been here for nine years.

— Does Dubai feel like home to you?

— Home is where my family is. Now that I have settled down with my husband in Dubai, I consider Dubai to be my home. If we were to move elsewhere, then that place would become my new home. I am not attached to a particular destination.

— How do you stay connected with your family while living abroad?

— I try to visit them once a year. We are used to being apart since my dad worked abroad. My family values education and career growth, and as long as we know we are safe, we are good.

— What role does your family play in your career decisions?

— My mom instilled a strong work ethic in me, and I grew up in a competitive environment. Moving to Dubai beyond a career choice. I envisioned a life after college and the networking opportunities I could leverage in the city. Seeing the bigger picture paid off in the end.

— Since you grew up in China, do you follow any Chinese traditions in Dubai?

— Not really. I was more influenced by Western culture. I speak Korean and Chinese conversationally, but I am most comfortable in English. I am sure expats born and raised in Dubai can relate to the "Third Culture Kid" Syndrome.

— How did your Instagram journey begin?

— It started as a platform to share my daily life with my group of friends. I befriended a lot of creatives in Dubai during my university days, even joined one of their agencies, and started taking it more seriously. I only started commercialising my content 10 months ago, when a makeup reel went viral, hitting 10 million views. I was talking about my corporate life.

— Why do you think content about corporate life gets so much engagement?

— It is ironic because it is the most boring part of my life, but also the most relatable. People are tired of the aspirational, unapproachable content — they want something real.

Suheyee's personal archive

— Many influencers quit their jobs to blog full-time. Why do you keep your corporate career?

— I am an asset manager for a semi-government entity. I look forward to growing in my career, and the title and monetary compensation that come with it. As much as I love social media marketing, I find it too volatile to provide the financial stability and to fund my long-term investment plans.

— Balancing corporate life and influence must be tough. How do you manage it?

— It is all about strategic planning. My day starts at 6:30 am sharp. I work from 8:00 am until 12:00. I answer emails and check my DMs during lunch break. After work, I hit the gym before running off to a PR event. It is hectic, not going to lie, but I choose to do this.

Suheyee's personal archive

— Do you ever feel too tired to create content after work?

— Every day! But again, I choose to do this. That is the difference — it is something I enjoy.

— What is your ideal relaxation routine?

— Probably burrito up in bed throughout the whole day and nap sporadically while doom scrolling and ordering from Deliveroo.

— Any dream collaborations?

— If Haribo could sponsor me, that would be great. I also want to explore the fashion industry, but I need to work on building my portfolio first.

— What sets UAE influencer marketing apart from other countries?

— The Dubai community is closely connected. Everyone knows each other, from PR agencies to creative directors. Networking opportunities are abundant.

— What advice would you give to those starting a blog in the UAE?

— Be relatable and try to crack the algorithm, but there is no magic formula. Post consistently and find your unique selling point.

— Could you recommend any Korean spots in Dubai?

— Yes! 1004 Gourmet is a Korean supermarket I practically live in. It’s stocked with all my essentials (food, cosmetics, skincare, you name it). It’s owned by my friend Chang.

— What are your favourite spots in the UAE?

— My current interests are golf and cars. My office is right next to the Dubai Creek Golf Club, where you can find me at the driving range every Wednesday. On weekends, I catch up with fellow petrol heads at my friend Arnie’s Mission Motorsports Garage.

by Barbara Yakimchuk