Il mondo del vino secondo Stevie Kim, MD di Vinitaly International.

  • DESITA.IT
  • Women in Foodservice
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Chi è Stevie Kim, qual è stato il tuo percorso e di cosa ti occupi esattamente?

In realtà professionalmente provengo da un settore un po’ diverso di consulenza, giornalismo e finanza, ma da circa 8 anni mi occupo di vino con Vinitaly International. Attualmente sono Managing Director di Vinitaly International e mi occupo di diverse iniziative volte allo sviluppo della brand awareness o riconoscibilità del marchio e della promozione del marchio Vinitaly.

Quali sono le principali competenze/abilità – relazionali e tecniche – che una professionista dovrebbe acquisire per ricoprire il tuo ruolo?

Ciò che è veramente importante nel ruolo che ricopro è la capacità di vedere la visione d’insieme a lungo termine. Poiché lavoriamo in un contesto di squadra, la mia priorità più grande è identificare i punti di forza di ogni membro del team e fare leva su questi punti di forza e non sulle debolezze. Essere aperti ai suggerimenti e alle critiche è anche una qualità chiave per spingere avanti i processi decisionali.

Il fatto di essere donna ha inciso sul tuo percorso di carriera? Se sì, in che modo?

Sicuramente è una sfida essere donna in ogni settore. Inoltre, le sfide e le difficoltà aumentano quando sei di origini coreano-americane, non vivi nel tuo paese d’origine e cerchi di capire la cultura locale, allo stesso tempo lavorando per portare una prospettiva internazionale. Spesso non penso a me stessa come a una professionista donna, tuttavia quando partecipo alle riunioni dirigenziali sono circondata per la maggior parte da uomini. Personalmente non tengo in considerazione il fatto che i miei colleghi o la dirigenza siano uomini oppure donne.

Che cos’è per te il “Successo”?

Per me il successo significa pensare alla “legacy”, al contributo a lungo termine che il mio lavoro apporterà al settore, non necessariamente alle singole mansioni o attività che facciamo ogni giorno. Il successo secondo me vuol dire capire la promessa di valore e il modo in cui miglioreremo il settore del business del vino con particolare attenzione alla formazione.

Qual è l’aspetto più interessante della tua attività?

L’aspetto più interessante del mio lavoro è essere in contatto con un gruppo culturamente diverso e con abitudini e tradizioni molto variegate. È la diversità culturale che mi stimola nel mio lavoro. Questa diversità inizia proprio dalla mia squadra. I miei collaboratori, infatti, arrivano da ogni parte del mondo e/o hanno relazioni familiari strette con paesi come l’Italia, la Cina, la Russia, gli Stati Uniti, il Canada, il Regno Unito, il Messico, la Repubblica Dominicana e il Pakistan. Oltre ai loro passaporti il mio staff ha inoltre esperienze lavorative di anni e anni in paesi quali gli Stati Uniti, la Cina, la Spagna, l’Australia, il Kenya, l’Irlanda, la Danimarca, l’Egitto, la Scozia, la Germania, il Belgio. Credo sia una realtà piuttosto insolita e positiva, per un paese come l’Italia e ne vado molto fiera.

Come valuti il livello di preparazione degli imprenditori e dei professionisti nel segmento di mercato che stai frequentando attualmente?

A volte provo un senso di frustrazione poiché il mio obiettivo è di aiutare i produttori italiani a vendere i loro vini. Tuttavia, è difficile far capire loro come la qualità del prodotto non si traduca direttamente in vendite: cioè il fatto che il vino non si vende da solo solo perché è buonissimo. Credo che la maggior parte dei produttori italiani si focalizzi molto sulla qualità, ma molto meno sulla comunicazione e promozione del loro brand e dei loro vini sui vari mercati. La lingua è un altro problema. Le generazioni più giovani sono molto promettenti per quanto riguarda le loro competenze linguistiche in inglese per comunicare il vino italiano all’estero. Spesso, però, il significato del messaggio si perde—letteralmente—nella sua traduzione (in inglese si dice “lost in translation”). Ritengo che un buon punto di partenza sia quello di fornire delle competenze linguistiche inglesi specifiche ai professionisti del settore, adottando per esempio lo standard internazionale della formazione sul vino come i corsi del Wine and Spirits Education Trust (WSET). Tanto per fornirvi qualche dato su questo gap nelle competenze linguistiche inglesi per la comunicazione del vino, i dati WSET più recenti relativi all’anno accademico 2017-2018 dimostrano che in Cina ci sono stati circa 15.000 studenti iscritti ai corsi del WSET contro i meno di 1.000 iscritti agli stessi corsi in Italia durante lo scorso anno accademico. A questo dato vorrei aggiungere anche che l’Italia è un paese produttore vinicolo a tutti gli effetti e da secoli e secoli, mentre la Cina ha iniziato ad interessarsi al mondo del vino molto più recentemente.

Se avessi la bacchetta magica cosa cambieresti del tessuto imprenditoriale italiano?

Vorrei tentare di diminuire gli attriti che ci sono, cioè in parte diminuire gli ostacoli che esistono in termini di burocrazia e incoraggiare un’apertura ad approcci innovativi sia per la metodologia che per l’ambiente di lavoro. In generale, vorrei incoraggiare il lavoro di gruppo e spendere una piccola porzione delle ore lavorative in attività di team-building e consulenza psicologica. In particolare credo che le generazioni più giovani siano molto confuse, poiché hanno molte alternative e la scelta della loro strada professionale diventa più difficile. Dato che ormai ho già la mia età, vorrei anche incoraggiare un programma speciale di “Senior Internship,” per dare una possibilità in più a molte persone che si sono perse nel progresso digitale di questi ultimi anni. La chiave per il successo dell’imprenditoria italiana è quello di creare stimoli sia per le generazioni più giovani di cui tutti parlano, ma anche per le generazioni più vecchie.

Quali sono i tuoi prossimi obiettivi?

In questo momento della mia carriera vorrei trasformare la mia ditta in una società di media e comunicazione, poiché credo che ogni ditta, piccola o grande, debba pensare a sé stessa come ad un’agenzia di comunicazione e media. Infatti credo sia importante, da una parte, concentrarsi su quello che dobbiamo fare come imprenditori, dall’altra pensare a come veniamo percepiti dal di fuori, visto l’impatto che hanno i mezzi di comunicazione digitale ora a nostra disposizione.

C’è qualcosa che ti piacerebbe aggiungere a questa conversazione?

No nulla, vi ringrazio per questa intervista e per il vostro interesse nella mia attività. Lo apprezzo molto.

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Versione informativa n.1 - ultima revisione: 22/01/2020 14:35:12