From Seoul to Koto: SoJeong Kim’s leap into New York design

Growing up in Seoul, SoJeong ‘Hailey’ Kim was surrounded by the relentless rhythm of Korea’s education system, where success was measured in test scores and conformity. While her classmates chased grades, she followed curiosity instead. At 15, she moved alone to New Jersey, confident in her English until reality humbled her, and found her voice through art when words failed. Since then, her journey has been one of conviction – convincing her parents that design is a real career, herself that starting over can be an advantage, and clients that beauty means little without meaning. Now a Designer at Koto New York, Kim reflects on the cultural contrasts that shaped her, the lessons of early career challenges, and the courage it takes to grow in a fast-paced studio. Her story shows that great design is not only about skill, but about curiosity, resilience and intent. TBI: Hey Hailey! Let’s start from the beginning. You grew up in Seoul and moved to the US as a teenager. What sparked that move, and how did it shape your path into design? HK: I was born and raised in South Korea, where the education system is incredibly competitive. As a student, you’re expected to follow a very strict path: top grades, top universities, a ‘safe’ career. Even at 15, I knew that route wasn’t for me. Thanks to my parents, I was exposed early on to different cultures – they encouraged me to study English, sent me to summer camps in the US and the Philippines, and opened my eyes to a world much bigger than home. That experience made me want to learn and grow on a more global stage. So, just a few months into high school, when I had the chance to move to the States, I jumped at it. I quit my school in Seoul and flew to New Jersey on my own.