Minki is a growth hacker and marketing professional with extensive experience in global companies, ranging from search advertising planning to managing AAA game apps. He currently serves as CSO at aix, operating in Korea and Japan, where he specializes in leveraging AI technology and organic ad tech solutions to design and execute marketing strategies that drive user engagement, satisfaction, and LTV.
His role also involves identifying high-potential apps and introducing them to the Korean and Japanese markets, ensuring their success through tailored localization and strategic planning. Beyond his professional work, he mentors startups and growth professionals, sharing his expertise in data analysis, business development, and market entry strategies.
In your own words, what’s your role in the app business right now?
My role is to identify valuable apps and introduce them to the Japanese and Korean markets, ensuring their growth and success. I focus on strategic planning, localization, and market adaptation to align these apps with local user needs. Through this process, I help build strong connections between the apps and their core audiences, fostering long-term growth in competitive markets.
How did you end up working in apps?
I started my career at Naver, South Korea’s largest portal site, working in search advertising. My role involved analyzing countless user search patterns and understanding their intent at the intersection of PC and mobile. As search activity increasingly shifted to mobile, the use of search terms in apps grew significantly.
Recognizing the need to match users with the products and services they wanted under their desired conditions, I focused on understanding these needs deeply. This inspired me to shift my focus toward apps, developing ad tech solutions tailored to promote valuable apps and provide better services for users.
What are you most excited about in apps right now?
I’m particularly excited about app marketing strategies in the era of enhanced privacy protections. While AI-driven approaches remain a key tool, I believe the rising costs of marketing and install-focused strategies will no longer sustain long-term LTV. This is why I’m deeply interested in expanding into new markets, such as Korea and Japan, where unique growth dynamics offer fresh opportunities.
My focus is on uncovering and leveraging new formulas for growth within these markets, creating tipping points that drive success in ways not previously anticipated. It’s about identifying the unknown and turning it into a breakthrough moment.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
I’m most inspired by people who approach challenges from completely different perspectives. I’ve learned a great deal from newcomers to the industry or individuals with diverse career backgrounds.
Recently, I’ve been particularly influenced by Gen Z trends introduced by first- or second-year employees on my team. Their fresh ideas and unique insights often challenge conventional thinking and open up new possibilities for in-app marketing strategies. It’s their ability to see things through a modern, innovative lens that continuously pushes me to grow and adapt in this fast-changing industry.
What’s in your app tech stack?
ASOindex: the ultimate ASO solution for dominating the Korean and Japanese markets.
What do you like most about working in apps?
What I love most about working in apps is the dynamic nature of data and its constant evolution. Every day brings new insights and challenges, allowing me to adapt and refine strategies in real time. I also enjoy how apps are deeply integrated into people’s daily lives, creating opportunities to make a tangible impact and enhance user experiences in meaningful ways.
What one thing would you change about the app industry?
I would like to create an environment where truly valuable apps can gain recognition — not through money or sheer traffic, but through their genuine impact and user-centric value. The current app market often prioritizes aggressive spending and installs, overshadowing apps that offer meaningful solutions or innovations. I see an opportunity to foster platforms or mechanisms that highlight these high-quality apps, connecting them with users who genuinely need and appreciate them.
If you weren’t working in apps what would you be doing?
If I weren’t working in apps, I’d be creating public service advertisements, as I’m passionate about delivering impactful messages and driving meaningful change.
iOS or Android?
Android — thank you, Samsung.
What app(s) have been most useful to you over the last year?
vFlat. It’s a great scanning app.
What’s on your Spotify playlist?
K-pop (BTS and BLACKPINK).
Any TV show recommendations?
Squid Game (I’m guessing everyone’s seen it by now, right?)
Is there anything else we should know about you?
I love making new friends. If you ever find yourself in Japan or Korea, don’t hesitate to reach out — I’ll be happy to show you the best food and experiences these places have to offer!
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
