Kookmin University (President Jeong Seung Ryul) invited Baek Young Sun, CEO of Flying Whale (Secretary General of the Local Brand Forum), as the speaker for its 657th Thursday Special Lecture on Thursday, December 4, at the Academic Conference Hall. Flying Whale is a one-person company connecting brands and people, focusing on local-based branding consulting and community projects.

CEO Baek delivered a message under the theme 『1cm Personal Branding That Grows Me』, emphasizing that growth doesn't start with grand goals, but rather that the ‘1cm changes’ steadily accumulated in daily life ultimately make me a brand.

Defining personal branding as “not about promoting myself, but the process of gaining others' recognition,” Baek introduced growth experiments based on documentation and community that university students can immediately apply in real life. He emphasized that “even the act of consistently transcribing a single sentence becomes an asset that shapes your unique taste and thoughts,” citing various examples of expanding his own depth: the ‘1,000-Day Sentence Collection’ project sparked by subscribing to the Long Black newsletter, a Seongsu-dong local tour, and running a 100-day writing project.

He then highlighted the ‘power of togetherness’ that sustains growth, sharing community examples like the monthly marathon meetup. CEO Baek explained, “The front door in winter is the scariest,” noting that routines difficult alone become sustainable when shared with peers who share the goal. He also advised that overcoming slumps requires not only others but the ‘strength to believe in oneself,’ suggesting that keeping records is the most practical way to sustain oneself.

Concluding the lecture, Baek stated, “To build height, depth is needed first,” proposing ‘small units you can do today’ as the starting point for growth. He told the students, “With just one month left in 2025, create and practice a 5-10 minute daily routine. When small traces accumulate, they ultimately become the strength that protects you,” wrapping up his talk.

Kookmin University's Thursday Special Lecture, the first and longest-running weekly regular lecture series featuring external speakers in Korea, has hosted approximately 650 speakers from politics, society, science, and culture over the past 30 years. These include former President Roh Moo Hyun, Cardinal Kim Sou Hwan, writer Ryu Si Min, film director Park Chan Wook, National Assembly Speaker Chung Sye Kyun, and U.S. Ambassador to Korea Mark Lippert.