Sun-jung Lee, CEO of Olive Young, South Korea's largest beauty and health retailer, saw significant potential in the U.S. market and considered three pathways: replicating Korea's omnichannel model, adopting a digital-native approach with curated products, or relying on the cost-effective but limited global online mall. She also pondered whether Olive Young's local trend-driven merchandising model could succeed in the diverse U.S. market.