UpperClass bets on peer trust to reshape international student recruitment
When Dutch entrepreneur Mark Balneger first arrived in Korea as an exchange student in 2011, he didn't plan on building a career here — much less raising a family. But Korea kept drawing him back. After returning for summer school in 2013 and a working holiday in 2015, Balneger launched his own business in Seoul in 2016 through the Seoul Global Startup Center. He later worked in the Korean entertainment industry before leaving the country to complete his degree and care for his father, who had cancer. He returned in 2020. Today, he lives in Busan with his Korean wife and their two children. Now, his latest venture is bringing together two parts of his experience: his life as a foreign national in Korea and his work in technology and digital marketing. Balneger co-founded UpperClass with Rodel Sta. Ana, an entrepreneur who previously held an early leadership role at ApplyBoard, one of the world's leading international student recruitment platforms. Drawing on their combined experience, the pair believes universities already possess their most valuable recruitment asset: their own student
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