Quality Connection Across Borders: The Strategic Partnership Between Intercom and Brooklyn Chamber of Commerce

In an era where global partnerships are often announced with fanfare but dissolve just as quickly, a remarkable cross-continental relationship has been quietly flourishing for the past three years. The collaboration between Global MICE industry leader Intercom and the Brooklyn Chamber of Commerce demonstrates that meaningful international connections aren't established through grand gestures, but through patient, deliberate bridge-building across digital and physical territories.

What began as informal communications has evolved through carefully constructed steps into a robust partnership that spans the Pacific. Intercom, with its methodical approach to relationship-building, invested in creating concrete structures for collaboration, matching its strengths precisely with the Brooklyn Chamber of Commerce's ecosystem and needs. This wasn't a partnership forged in a single high-level meeting, but through sustained dialogue, mutual visits, and incrementally expanding projects.

The result is something far more valuable than a ceremonial MOU – a digital bridge extending beyond oceans and traditional territorial boundaries. In a global business landscape where distance is increasingly irrelevant, these two organizations have created a template for how institutions can establish substantive international connections that deliver real value to their constituents.

This partnership represents a new paradigm in international business cooperation – one built on quality connections rather than quantity of contacts, on sustained engagement rather than sporadic interactions, and on cultural understanding rather than mere market opportunity. It's a case study in how organizations can transcend geographical limitations to create borderless collaboration frameworks that serve businesses in both ecosystems.

Beyond Formal MOUs: The Birth of a Genuine Partnership

While many organizations establish global partnerships, few evolve into meaningful collaborations. The partnership between Intercom, Korea's global MICE (Meetings, Incentives, Conferences, and Exhibitions) leader, and the Brooklyn Chamber of Commerce exemplifies what we might call a "Quality Connection" – a relationship that transcends ceremonial agreements.

Over three years, the organizations engaged in mutual visits between Korea and the United States, developing a deep understanding of each other's strengths and possibilities. This culminated recently when Intercom's co-CEOs visited the Brooklyn Chamber of Commerce to formalize their strategic partnership.

Strategic Partnership Genesis: Crisis Turned Opportunity

This collaboration surprisingly traces back to the pandemic period. As Randy Peers, President of the Brooklyn Chamber of Commerce, noted during their meeting, "It started with a goodwill gesture in 2020 when Seoul citizens donated PPE to Brooklyn residents during COVID-19."

Intercom played an unofficial and indirect role in this process. Drawing from its extensive network and international cooperation experience since its founding in 1985, the company naturally supported the connection between both parties.

By 2021, this relationship evolved into a virtual trade mission, displaying Seoul-made products at Brooklyn's Industry City, and introducing Brooklyn products to Seoul. This marked the first tangible outcome of combining Brooklyn's creative energy with Intercom's expertise in international event management.

The Success of 'Brooklyn in Seoul Conference'

In 2022, Chamber President Randy Peers visited Seoul to host the 'Brooklyn in Seoul Conference,' successfully organized with support from CJ OliveNetwork and Hyundai Future Net. This conference created a meeting ground for business leaders from both countries. During this visit, cooperation possibilities with Korea University of Science and Technology were explored. In 2023, Peers spoke at the Next Rise Conference in Seoul and visited Woljeongsa Temple in Gangwon Province to explore bringing health and wellness programs to New York.

Tangible Results: Bi-Directional Business Exchange

What makes this partnership noteworthy is its translation into concrete projects. Most prominently, the Proof of Concept (PoC) project helps Korean startups enter the U.S. market.

Intercom's Sesange Creative Lab provides expertise for Korean startups seeking global expansion, while the Brooklyn Chamber of Commerce contributes its local business network and understanding of the American market. According to the transcript, "14 Korean startups are already collaborating with Brooklyn companies to test their products, and this project has been so successful that additional rounds are planned."

Brooklyn Made and Seongsu Brands: Strategic Global Exchange

A particularly notable direction of collaboration is the strategic partnership to facilitate 'Brooklyn Made Store's' entry into Korea and the establishment of a beachhead for young Seongsu brands to enter New York.

Intercom plans to provide insights into the local market environment and consumer trends to support Brooklyn Made Store's entry into Korea, exploring possibilities from pop-up stores to online platforms.

Conversely, the Brooklyn Chamber of Commerce will serve as a springboard for young brands and creative products from Seongsu – what Intercom calls "Korea's Brooklyn" – to enter the New York market. Seongsu is a district where Seoul's creative energy concentrates, home to unique design products and innovative startups. The Brooklyn Chamber plans to provide these Seongsu brands with support based on Brooklyn's networks and understanding of the American market.

This bi-directional exchange strategy is expected to develop into a deeper level of cooperation that shares the creative cultures and business models of both regions, beyond simple product imports and exports.

Complementary Strengths Combined

The key factor in this partnership's successful development is the complementary strengths of both parties.

Since its establishment in 1985, Intercom has grown into a leader in the global MICE industry. Its strengths include multilingual event management, training for foreign government officials, and experience managing various large-scale international events. As introduced during the meeting, Intercom has successfully managed various international events, including Vatican-related events and a year-long education project for 60 high-level UAE government officials.

The Brooklyn Chamber of Commerce, established in 1918, represents the economy of Brooklyn, which would be the fourth-largest city in the United States by population. It focuses especially on supporting small businesses, fostering creative industries, and international exchange. Brooklyn contributes approximately 50% to New York City's economic recovery and has a distinctive characteristic where 84% of its 62,000 businesses employ fewer than 10 people.

Collaboration Based on Deep Understanding

Paul, the founder and editor-in-chief of BigC.Works Magazine and Chief Producer of Intercom's Sesange Creative Lab, as well as a partner of the Brooklyn Chamber of Commerce, played a crucial role in this partnership's success. He deeply understands both cultures and business environments and has identified connection points for mutual benefit.

Chamber President Randy Peers made several visits to Seoul to understand Korean culture and business environments, while Intercom's representatives visited Brooklyn to experience the local ecosystem. This mutual understanding laid the foundation for concrete collaboration projects beyond a simple agreement.

A notable aspect is that both parties are focusing on building a long-term relationship rather than short-term benefits. As Randy Peers emphasized, "Relationships endure over time and are not governed by minute changes in politics or policies."

Lessons from Global Partnership

The collaboration between Intercom and the Brooklyn Chamber of Commerce offers several lessons for other institutions:

1. Progressive Relationship Building: Trust was built through multiple visits and communications rather than one-time meetings.

2. Importance of Mutual Understanding: The process of deeply understanding each other's culture, strengths, and weaknesses preceded formal agreements.

3. Development of Concrete Projects: Collaboration moved beyond abstract intentions to develop tangible projects.

4. Leveraging Complementary Strengths: Cooperation was directed toward creating synergy by combining respective strengths.

5. Long-term Perspective: Focus was placed on building sustainable relationships rather than short-term outcomes.

Vision for the Future

As Intercom celebrates its 40th anniversary, it plans to strengthen cooperation with the Brooklyn Chamber of Commerce. Randy Peers is scheduled to attend Intercom's 40th-anniversary ceremony in June, and both parties are discussing additional projects, including cooperation in healthcare and biotechnology.

The Brooklyn Chamber of Commerce holds an annual Energy Summit and is considering expanding this event to a global scale through collaboration with Intercom. Additionally, Intercom aims to contribute to developing New York as a hub for the MICE industry through its connection with the Korea Tourism Organization.

During the meeting, Paul from BigC.Works stated, "Brooklyn has tremendous potential with events like the Energy Forum and nonprofit summits, and by combining Intercom's international experience and knowledge, we can globalize local events. We don't want to take them to other countries; we want to globalize them locally through strategic partnerships."

It remains to be seen what creative collaboration models this "Quality Connection" partnership will showcase and what inspiration it will provide to other international institutions.

This column is part of BigC.Works Magazine's 'Connection' series, highlighting exemplary cases of cross-border institutional cooperation.