Malaysian content manager of local cosmetics firm on the beauty of chasing your dreams

Muhammad Naufal Bin Omar poses for a photo at an event for the cosmetics brand Glutanex. [MUHAMMAD NAUFAL BIN OMAR]

[Hired in Korea]

As more internationals look to build careers in Korea, many find themselves facing practical hurdles — from limited guidance to a lack of firsthand experience. To bridge that gap, the Korea JoongAng Daily talks with professionals who have carved out their paths in diverse fields, offering readers real-world insights on how to start their careers in the country in this series “Hired in Korea.”

Attracted by the music and aesthetics of K-pop groups such as Girls’ Generation and EXO, Muhammad Naufal Bin Omar, from Malaysia, quickly fell in love with Korea — so much so that he studied hard to earn a trip to the country.

The visit deepened his passion, leading him to take part in a six-month exchange program at Semyung University in Jecheon, North Chungcheong, which ultimately prompted him to pursue further studies there. After completing a master’s degree in graphic design, Bin Omar now works for cosmetics brand Glutanex under Nexus Pharma, where he manages social media content and public relations.

“I’m proud to be working for my company because I can witness the growth not only of the company but also of Korea’s cosmetics industry itself,” Bin Omar said in an interview with the Korea JoongAng Daily. “In Southeast Asia, Korean cosmetics are everywhere, and they’re reaching other corners of the world as well. I think it’s really worth working in the cosmetics industry in Korea.”

Muhammad Naufal Bin Omar poses for a photo with Glutanex ambassador actor Song Ji-hyo at an event for the cosmetics brand. [MUHAMMAD NAUFAL BIN OMAR]

“Don’t give up, because there are many opportunities here, and we never know exactly how things will play out. You may be hired because companies need you to enter the market where you’re from, or you may take on a role that’s not directly related to your major,” he added.

The Korea JoongAng Daily sat down with Bin Omar to hear more about his journey, the challenges of being a professional in Korea and his advice for those hoping to build a career here.

Glutanex’s official Instagram page, run by Muhammad Naufal Bin Omar [SCREEN CAPTURE]

Q. What is your role at the company, and how did you end up where you are?

A. I manage social media and marketing content, as well as press releases in both English and Korean.

When I first joined the company, I didn’t apply for a full social media marketing role. I came in as a graphic designer because, as you know, your job in Korea usually needs to be closely linked to your field of study for visa purposes.

Because of that, I couldn’t immediately switch into a pure social media marketing position. I initially joined as a graphic designer with some social media responsibilities, but over time, my role shifted more toward social media marketing.

For many international students, it can be helpful to start in a role that is clearly connected to their majors and then transition gradually. It’s also important to give yourself time to adjust to the work environment and industry terminology.

Sometimes companies specifically look for social media specialists from Southeast Asia when they plan to expand into that market. I had an edge because the company was trying to expand into the Southeast Asian market, including Malaysia, Indonesia, Hong Kong, Thailand and the Philippines. So, I would definitely recommend keeping an eye out for those kinds of opportunities.

Muhammad Naufal Bin Omar poses for a photo with his promotion certificate after being elevated to head of Glutanex’s content department. [MUHAMMAD NAUFAL BIN OMAR]

Do you have any memorable experiences from the job application process or tips for those looking for jobs?

While job hunting, I often asked my [senior colleagues] for CV formats and tips because resume styles in Korea are quite different. They tend to follow a much more structured and formal format. I definitely recommend doing the same, since expectations here may differ from your home country.

Along with the CV, preparing a strong design portfolio was very important. You should not simply upload everything you have ever done. Instead, carefully curate your best and most relevant work before going into interviews.

The interview process itself was mixed. Some went well, while others were a bit confusing. Sometimes I could not tell whether they liked my answers, and the interview would just end quickly. During that period, I learned how important it is to accept rejections and keep going.

Interestingly, how I got my current job was quite unexpected. A friend of mine, a Malaysian radio host, came to Korea to visit my current company’s office for an event collaboration, and I tagged along to help her since she wasn’t familiar with Korea.

While we were at the office, my current team leader was there and started chatting with us. They asked what I was doing in Korea, and I explained that I had just graduated and was looking for work in graphic design and social media.

They told me to send my resume, so I emailed it. I did not hear back for about a month. Then they contacted me to ask if I could come in for an interview the following week.

Muhammad Naufal Bin Omar poses for a photo with his graduation certificate at Semyung University in Jecheon, North Chungcheong. [MUHAMMAD NAUFAL BIN OMAR]

For students interested in graphic design or social media, what kinds of certifications or credentials would help?

For design students, participating in competitions is highly recommended. At my university, we were encouraged each semester to submit our artwork to nationwide design competitions in Korea. Through this process, universities across the country, including major art schools, send in their students’ work.

Organizers then select the top five to 10 pieces nationwide. Being chosen is extremely valuable, as it serves as a strong portfolio credential and demonstrates that your work has been recognized at the national level. Winners may also receive awards or prizes.

Competitions like this are helpful because they allow you to benchmark your skills against other designers in Korea and build credibility early in your career.

For social media marketing, I wouldn’t say there is one mandatory certification in Korea. However, online professional courses can be very helpful, especially those offered by platforms like Google or Meta, because you need solid knowledge of digital advertising and analytics.

These courses help you understand how to run ads, analyze engagement and insights and manage social media accounts strategically. It’s not enough to simply post content. You need to post with clear goals and data-driven thinking.

Muhammad Naufal Bin Omar poses for a photo with his graduation certificate at Semyung University in Jecheon, North Chungcheong. [MUHAMMAD NAUFAL BIN OMAR]

You received a scholarship. What kind of scholarship was it?

I received a major scholarship directly from my university rather than from the government.

I didn’t apply for the Malaysian government scholarship because the available majors didn’t match what I wanted to study, as most of them were more focused on computer science. Also, many students who want to study in Korea consider the Global Korea Scholarship the best option, and it is a great program, but it’s also very competitive.

Instead, I looked for alternative opportunities and found several universities that offered their own scholarships for international students. That’s how I was able to fund my studies.

So, you should actively look for different opportunities and ask around.

Muhammad Naufal Bin Omar, left, poses for a photo with Malaysian Prime Minister Dato Seri Anwar Ibrahim. [MUHAMMAD NAUFAL BIN OMAR]

What are the pros and cons of working at the company or in the field?

There are quite a few advantages, especially working in the cosmetics industry. One obvious perk is the free products: We often receive skincare items, including customer products, which is always nice.

Another big benefit for me has been the number of business trips. In a way, they feel like free travel — of course, you’re there to work, but after working hours, you sometimes get the chance to explore new places.

Working in social media also gives you opportunities to connect with marketing professionals from other skincare brands. Through these connections, we can openly discuss trends and share insights about what’s happening in the social media landscape.

Because of the overseas launches, I’ve also been able to see different parts of the world, which has been a valuable experience.

On the downside, I sometimes feel that not all Korean companies fully understand how social media works on a global stage. Some tend to expect every post to directly drive sales, but that’s not always realistic. Often, social media is more about building exposure and engagement first, so brands can gradually connect with potential customers.

Work-life balance can also be challenging. In Korea, it’s quite common to receive work messages even on your days off, so maintaining clear boundaries can sometimes be difficult.

Do you think Korea is continuing to grow as a cosmetics powerhouse?

Yes, absolutely.

Speaking as a Malaysian,
I can clearly see how strong Korean cosmetics have become back home. In Malaysia today, you can find Korean beauty brands almost everywhere. Compared to 10 years ago, the market has grown significantly.

Even Malaysian brands are now inspired by Korean brands and sometimes create their own versions. However, many consumers still strongly trust Korean products and prefer to buy directly from Korean brands, even though the prices can feel relatively high compared to local wage levels.

It is a very competitive industry, and trends change quickly. Brands are constantly developing new products, and when one product succeeds, many other brands release similar versions. However, Korea is especially strong at global beauty marketing and brand storytelling, from what I have seen.

Looking ahead, I believe the industry will continue to grow. For example, interest in Korean skincare is rising rapidly in the Middle East. I even heard from a friend working there that the Korean retail presence is expanding quickly in places like Dubai.

Many skincare brands are now targeting new regions, including the Middle East and global e-commerce platforms such as Amazon. If this momentum continues, I think Korean skincare will become even more central to Korea’s economy over the next few years.

Personally, it makes me proud to witness this growth firsthand.

Muhammad Naufal Bin Omar, far right, poses for a photo with Glutanex’s ambassador actor Song Ji-hyo, third from right, in front of a food truck prepared for the cast and crew of her upcoming film ″Home Behind Bars.″ [MUHAMMAD NAUFAL BIN OMAR]

Is there anything you would like to say to international readers who hope to work in Korea?

Everyone moves at their own pace.

Some people settle in quickly, while others may have to return home because of visa issues or personal reasons. Try not to compare your journey with others. Focus on your own path.

If you are confident about what you love to do, just go for it. It is completely normal to face rejection during the job search. Even if one company turns you down, another opportunity might come.

I also recommend doing thorough research on social media trends and the skincare industry. Sometimes there are promising brands that many people have not heard of, but that are actively looking for global talent. Do not focus only on the most famous names you see at Olive Young. Smaller or emerging brands can also offer great opportunities and strong growth potential.

Stay curious, keep improving your skills, and be open to unexpected chances.

BY YOON SEUNG-JIN [[email protected]]