The semiconductor and electronics industry in Korea is developing at an extraordinary pace. As General Sales Manager at HEIDENHAIN Korea, Boram “Justin” Hyun operates at the heart of this dynamic environment and is strengthening ETEL’s position in one of Asia’s most competitive high-tech markets.
From admiration to influence
Before joining HEIDENHAIN Korea, Boram was heavily involved in international sales and worked with international companies. During this time, he developed a great admiration for European technology companies. He explains: “I had great admiration for foreign companies based in Europe. Fortunately, I was given the great opportunity to join HEIDENHAIN Korea.”
When he started, ETEL’s brand awareness in Korea was minimal. “Today, we have built a very good reputation and achieved respectable sales performance.” Witnessing this transformation has been one of the most defining achievements of his career.
Sales management in Korea’s fast-paced market
As General Sales Manager, Boram is involved in all aspects of ETEL product sales, from handling customer enquiries and providing technical advice to managing his team. One task stands out in particular: “One of the most important tasks is to promote communication between customers and ETEL headquarters.”
The Korean market is characterised by a remarkable pace. “Everything moves very quickly here. Projects progress rapidly, which is efficient – but customers often demand extremely short lead times.” This pace creates constant pressure, especially in the semiconductor industry, which he identifies without hesitation as the most promising sector. “Without a doubt, the semiconductor industry – especially advanced packaging – is driving the strong demand for precision motion systems.”
Gaining trust through technology
What motivates Boram most is winning new customers. He finds it particularly rewarding when ETEL products successfully replace alternative solutions and open up new market segments.
The development of ETEL’s presence in Korea reflects this success. “ETEL’s latest technology products are now in high demand,” he notes, emphasising how deeply the technology has penetrated the market. The combination of ETEL innovation and HEIDENHAIN expertise enables solutions that meet the increasing accuracy requirements of Korea’s semiconductor-driven economy.
Boram “Justin” Hyun, General Sales Manager
“Today, we have built a very good reputation and achieved respectable sales performance.”
Leadership based on relationships
Boram leads a team consisting largely of engineers. “I try to promote a sales mentality while creating a pleasant and open atmosphere,” he says, adding that highlighting individual strengths helps to build trust within the team.
Korean culture has a strong influence on his leadership style. “In Korea, relationships are highly valued. The group often comes before the individual,” he explains. “That’s why I try to treat my team members like brothers and family.”
Boram “Justin” Hyun, General Sales Manager
“Sustainable growth is driven not only by technology, but by trust, relationships and people.”
Leadership based on relationships
Boram leads a team consisting largely of engineers. “I try to promote a sales mentality while creating a pleasant and open atmosphere,” he says, adding that highlighting individual strengths helps to build trust within the team.
Korean culture has a strong influence on his leadership style. “In Korea, relationships are highly valued. The group often comes before the individual,” he explains. “That’s why I try to treat my team members like brothers and family.”
Balance, passion and perspective
Outside of work, Boram finds balance on his racing bike. “I started cycling again last year and even completed a cross-country tour with my son,” he says.
Cycling helps him stay focused and keep perspective – and now he dreams of one day riding famous Alpine routes.
He recommends that visitors to Seoul explore the vibrant city centre and enjoy traditional Korean dishes such as bibimbap and bulgogi to experience the country’s energy and hospitality.
Conclusion
Boram “Justin” Hyun combines speed with substance. In a market characterised by rapid innovation and high expectations, he strengthens ETEL’s presence through technical expertise, trusting partnerships and a relationship-based leadership style. His career shows that sustainable growth in high-tech industries is driven not only by precision, but also by people.