OfBeatrice Branca
Former manager, now presenter, 40 years old, has lived in the country since 2007: «I moved here for my wife. In my programs tours between the Dolomites and Venetian cities of art. I speak Italian to my children, one day I would like to return”
The Italian Alberto Mondi, 40 years old, he is a Korean TV star. Originally from Mirano, province of Venice, he moved to Seoul 17 years ago after graduating from university Ca’ Foscari of Venice in East Asian Languages and Cultures. He has been working at the company for 10 years JTBC, one of the main television stations in the country, and with his television programs, often in the role of host, he introduced Koreans to some Italian places and his beloved region. Give her Dolomites Belluno to the hills of Prosecco, from the cities of Venice and Padua to Bassano del Grappa, where he brought some Korean stars to visit with a crew in tow. Over the last 6 years Alberto Mondi has become a key figure for many Italian companies who use his knowledge of the Korean language and culture to establish business relationships in East Asia. A role that earned him the honor of Knight of the Order of the Star of Italy.
Alberto Mondi, how did you arrive in South Korea?
«In Venice I studied Chinese and spent my last year of university in China. There I met what is now my wife and other Korean students like her. I was very intrigued by their country: once I obtained my degree I decided to leave for South Korea, where I have been living since 2007.”
Your first job there?
«At first I was at the Korea Institute of Public Finance. After that I started promoting Italian brands. In Korea, young people are given a lot of trust and responsibility and at 27 I was already brand manager of Peroni Nastro Azzurro and together with another girl I had launched the brand in South Korea. Then I worked for Fiat Chrysler Automobiles, which later became Stellantis, and then with Ferrari and Maserati, always acting as a bridge between Italy and Korea in promoting Italian brands.”
From recently graduated manager to television star, the step is anything but short.
«It happened by chance. One day I met a former client of mine from Peroni who wanted to introduce me to the casting manager of a television program. He wanted me to participate as a guest in a program that was a sort of parody of the United Nations where three Korean celebrities and 11 foreign people gathered to discuss current affairs and economic issues in Korean, partly in a serious way and partly in satirical way. That program was my springboard in 2014.”
How did you manage to reconcile the program with work in the company?
«At first I kept it. I worked at Fiat during the week and at the weekends I recorded episodes for TV. After a while, however, it became an unsustainable life and I decided to dedicate myself to television as the opportunities increased, also as a presenter.”
How long did it take you to learn Korean?
«Knowing Chinese helped me, but it took me 10 years to speak it very well and also learn to write it. Even today when I read my scripts I feel like I have to continue to perfect the language.”
What kind of programs does it run?
«My first program as a host started 7 years ago and is entitled “Welcome first time in Korea”, where a foreign person living in Korea invites their friends to visit the country. For the first episode I had invited 3 of my friends from Mirano who had to travel and get to know Seoul. It was 2017 and that time the first Western tourist trips to Korea began. Spectators enjoyed watching them eat with chopsticks or drink the soju liquor before dinner as an aperitif. In addition to this, I host the “Special Correspondent 25th Hour” format, where Koreans around the world send their videos and we then comment on them in the studio.”
Among the various places, you also brought a bit of Veneto to Korean TV…
«It all started with the Koreans who, not knowing Europe well, were convinced that the Alps were only in Switzerland. Instead, I pointed out to them that there were also in other countries, and so I made another program where I took four Korean celebrities around Italy and especially in Veneto. We went to the Dolomites, to Venice, to Padua. In our cities they learned about shaken coffee in the summer. When they returned they tried to reproduce it in Korea, starting a sort of trend. Then over the years I continued to travel to Italy to record other episodes for Korean television. I then also opened my own YouTube channel where I make our country known with Google Earth and I also wrote a book with some travel tips.”
Do you ever come back to Mirano?
«Every summer when the climate in Korea is very humid due to the monsoons, I return to Italy and bring with me my wife and my young children who need to know their roots. At home I always try to speak in Italian. They also take private lessons with a teacher and read and watch cartoons always in Italian.”
Do you think you will return to Italy in the future?
«I still have a lot of work on TV so for the moment I will stay in Korea. In a few years, however, I would like to return to live in Italy with my family. I would like my children to attend Italian school and to learn more about our wonders.”
In that case, would you like to always work on TV?
“I would not know. Meanwhile, for 6 years I have been helping some companies such as Nutella, Ferrari, Maserati and Luxottica to maintain good commercial relations with South Korea. I could perhaps maintain my role as an intermediary and also open myself up to new experiences.”
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April 1, 2024
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