The Korea Youth Daily is running a series titled "Global Leadership Interview," documenting the global challenges and expansion of the younger generation.
Nawon Stella Lee, a Dubai real estate expert at F&C Properties, is the first of these individuals, establishing her own brand and building trust in an unfamiliar market. Her story illustrates how young Koreans are carving their own paths in the world.
“We chose Dubai because it is currently the ‘fastest-growing market.’”
Since childhood, Nawon Stella Lee has always yearned for the wider world. She was drawn to unfamiliar cities more than familiar environments, and she enjoyed observing the changes brought about by new people and places.
During my college years, I completed a global curriculum with all my courses taught in English on a full scholarship from the Department of International Studies. I also experienced the real "world" by participating in an exchange program in Germany without spending a single penny.
Since then, she has traveled to countless cities across Europe and Asia. She experienced firsthand the culture, the lives of its people, and the rhythms of its spaces, including London, Paris, New York, Berlin, Milan, Barcelona, and Shanghai.
"I found it fascinating how different the rhythm of life is in each city. I thought those differences ultimately stemmed from the power of space."
The perspective that observed 'space' and 'people' in this way naturally led to real estate, and while pursuing a master's degree in real estate at Bayes Business School (formerly CASS) in London, I studied urban structure, the flow of capital, and the impact of space on society.
“I thought real estate wasn’t just an asset, but rather a way to design the way people live.”
In fact, after passing the first CPA exam, she, like most people, intended to continue preparing for the second exam. However, a voice inside her heart was always telling her otherwise.
“Isn’t what I really want an experience on a wider stage?”
Instead of taking the familiar path, she chose an unfamiliar challenge, and that single step ultimately led her to global real estate. Having experienced countless cities, she finally settled on Dubai.
"Dubai is a city in the process of growing. It's not a fully developed city like London or Paris, but rather a place where change is constantly taking place."
At the end of June, she headed from London to Dubai, where she quickly grasped the market despite being in an unfamiliar language and culture, and within two months of joining the company, she ranked first in sales among over 150 agents.
"I'm cautious when it comes to work, but life has always been filled with challenges. In Dubai, I feel every day that that choice was right."
Dubai, a city of opportunity
Dubai is more than just a Middle Eastern city. It's a global economic hub and a stage for urban experimentation, evolving at a pace incomparable to that of a decade ago.
"This is the first time I've seen a country that processes things faster than Korea. Administration, logistics, delivery—everything is done within 30 minutes. It's a truly advanced system."
In fact, Dubai has no transfer or acquisition tax on housing and operates a freehold system that guarantees 100% ownership to foreigners.
The real estate market has shown steady growth in recent years, with sales prices rising by approximately 20% and rents rising by approximately 19%. Transaction volumes are also expanding annually, and the city has established itself as a global, multi-faceted city attracting diverse investors and experts from around the world.
Foreign ownership of real estate is also estimated at over 40%, demonstrating Dubai's growth as an international hub attracting global capital and talent. Notably, even amidst global uncertainty, Dubai continues to see steady population growth.
The city is rapidly expanding even now, driven by ongoing development, infrastructure expansion, and the influx of global companies and talent.
"Dubai's real estate market is incredibly dynamic. Popular properties are traded daily."
Additionally, starting in 2022, some projects will allow cryptocurrency payments, enabling access to various forms of assets.
"In fact, many of my clients are startup CEOs and young investors in their 30s. They see Dubai as a 'real city of the future.'"
Dubai is actively expanding its influx of global talent by operating a system that grants Golden Visas for up to 10 years to real estate investors who invest over a certain amount.
“Dubai is not just a place to buy and sell assets; it’s a city where you can design a new way of living globally.”
Trust Comes from Information: Nawon Stella Lee's Content Strategy
The more unfamiliar a market is, the greater the "information imbalance." Nawon knew this better than anyone.
"What I noticed when I came to Dubai was that the information I could find online was different from the real thing. There were no manuals, and there was little in the way of realistic materials."
So she began creating her own information. She compiled insights gleaned from her fieldwork and launched Naver Premium content, presenting Korean readers with the true face of Dubai. Her content covers Dubai's urban structure, projects by developer, visa regulations and taxes, the financial system, global asset flows, and even lifestyle and culture. In other words, it's not simply "investment information," but content that interprets the entire city.
There's another important point here. "Dubai Real Estate is Nawon Stella Lee" is both the channel name for Naver Premium Content and a separate, official brand name registered as a trademark. This isn't just a simple corner name; it's a unique brand she runs with responsibility.
“I believe that true trust is only created when I can explain the market in my own name.”
As a result, the channel has established itself as “the most realistic window into Dubai.”
Readers learn about Dubai through context and standards provided by those who are on the ground, rather than through fragmented information.
"Ultimately, my goal is simple: to become a brand that people in Dubai can trust just by hearing the name 'Nawon.'"
For Nawon, Dubai is more than just a place to work. It's a journey of self-proclaimed excellence at the heart of change, setting new standards on a stage where investors and entrepreneurs from around the world intersect.
"Dubai is still perceived as an 'unknown city.' But every day here, I witness that perception shift. I want to document this shift and help more people understand it."
Going forward, she plans to expand "Dubai Real Estate is Nawon" beyond being a simple content or consulting brand into a platform that serves as "Dubai's official gateway." She plans to continue telling the true story of Dubai through various channels, including interviews with local experts, policy reports, and investment trend analysis.
“For those considering Dubai, I want to be a compass that shows them the way, and the first person that comes to mind.”
In this way, Nawon continues to create a brand under the name she established, where one person's experience becomes a guide for others.
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