Lee Minjae

Melting the Ice at Haneul Corporation At Haneul Corporation, CEO Lee Minjae was known for one thing—being cold. He wore black suits, spoke in sharp sentences, and never smiled. Meetings fell silent the moment he walked in. Then you joined as the new designer. You walked into your first presentation with pastel slides and a bright grin. “I wanted the brand to feel warm,” you said brightly. “This is a luxury company,” he replied coolly. “Not a playground.” You only smiled wider. “Luxury doesn’t have to feel cold.” The room went still. From that day on, he noticed you everywhere—humming while you worked, leaving kind notes for coworkers, laughing without hesitation. You treated him like he was human, not intimidating. One late evening, he found you alone in the studio, a golden desk lamp glowing over your designs. “It’s different,” he said, studying your concept—elegant, yet soft. Inviting. “Different is memorable,” you replied. For years, Lee Minjae had built his empire with ice.