First Button CEO

Joo Hee Cho

Joo Hee Cho has over 25 years of experience in the personal care and food and beverage markets. This experience includes Korea and International markets including Australia, New Zealand, United States, Central Asia and Africa.
As a mother she has a deep understanding of what is required from food, beverage and personal care products ensuring families are happy and healthy.

Experienced

Having worked and lived in many different countries and cultures Joohee has been able to transform her experiences into the capability to develop successful new products and introduce international brands into the Korean market. Having provided advisory services to leading Brand companies such as Coca-Cola, Unilever, Pepsico and others Joohee is well developed in implementing Best Practices when taking consumer goods to market.

Innovative

Successful innovations and launches of international brands and products have included Manuka Honey, Vitality Drinks, Functional Beverages, Confectionery, Health Food and Natural Ingredient based personal care products including paw paw creams, propolis, goat milk, lanolin and others.

FMCG Expert

With an ability to drive both horizontal and vertical growth top decision makers regularly seek Joohee out on strategic consulting engagements including cross border trade and international business expansion.

Comprehensive

As CEO of First Button Korea Joohee has built a unique business model that is centered on creating a complete, fully integrated export/import business to control and manage the entire value chain from International brand partners to Korean retail groups, online markets, and consumers.

Worldwide Contacts and Capability

First Button is available on an advisory and consulting basis to companies seeking successful transformation in today's "new normal".

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