The Heroine’s Journey of Jaeok Lee

What is the best thing that I love about my work?
My work brings energy to my life. I am in a lucky position where my work has every component of happiness – I can be creative on my passion with my friend. I also feel empowered to make a positive impact in the world by giving an example of natural beauty through taking care of yourself in my business.
What is my idea of perfect happiness?
Contrary to what I just said above, I don’t think you should derive all your happiness from your work. Your life has so many more dimensions to it than only work. It would help if you learned how to balance health, family, and friends, and more. It is not going to be easy. However, we should always strive to do so.
What is my greatest fear?
I have a business I started with my dearest friend. My initial greatest fear was having to lose both my friendship and startup. I am proud to say we have managed well so far. It’s because my business partner and I were both sincere and respectful with each other. We are having our first anniversary of the brand this August, which I believe is the first milestone. I will strive to continue this beautiful collaboration and journey together.
What is the trait that I most deplore in myself?
I am a person with many imaginations. I have a lot of hopes and dreams, but equally, have fears. I don’t deplore this about myself as I used to anymore. I have accepted this as who I am, and try to use this trait to my advantage. This fear of falling behind or failure is an engine to push me forward.
Which living persons in my profession do I most admire?
I admire and look up to Toni Ko. She and I share some similar experiences in life, such as being passionate about beauty from an early age and starting to live abroad as a teenager without being able to speak English fluently. I  admire she is so honest about her experiences and what it takes to be on top of the game- the sacrifices, patience, hustle, and effort. That is very rare and precious.
What is my greatest extravagance?
Skincare and beauty products. Whenever there is a new product or a trend, I have to try it out. Moreover, if I like them, I sort of hoard those in my luggage and ship them from Korea to Oslo my city. I bring it to the business meetings, gift it to some of my friends who love Korean skincare, give away some of the samples to people to try it out, and use it myself.
On what occasion would I lie?
I try my absolute best not to lie, even on the smallest occasions like being late to meet your friend. I firmly believe that if you let yourself lie about minor things, you will allow yourself to lie about bigger things. However, if there is an occasion I would lie, that would be when I have to talk about others in my life. To protect their privacy or to say what they would have said in the situation.
What is the thing that I dislike the most in my work?
When I have to contact the companies in Korea, there are many things I need to consider. It’s not something I dislike, but it is a challenge. Because of the time differences, the process gets longer than it usually would compare to other local companies. The holidays are on different months, and there are terms and languages and cultures to consider to communicate from here. However, it is exciting, and I see it as one of the things that keeps me connected to my home country.
When and where was I the happiest, in my work?
I don’t think I will ever forget the day we registered our startup as an established company in Norway. I started building the brand when I was still in the Master’s course with my friend, and by the time we were ready to register the company, I was working full-time in Milan. When I got a message from my partner in Norway that we are now an official company, I felt the adrenaline rushing through my body. It has been a great challenge for me to prepare a business in Norway and communicating companies in Korea while I was in Milan.
If I could, what would I change about myself?
I see life as a constant journey to improve yourself. My biggest fight with myself is bringing me out of the negative thoughts and keeping myself to move forward. I remember to give myself some pat on the shoulder and give positive affirmations.
What is my greatest achievement in work?
One of the highest achievement in my work is that I am spreading a positive body image and a healthy beauty standard. Both my partner and I are cautious with what message we are sending out. Also, we strive to promote natural beauty by taking care of yourself. For example, having excessive tan causes premature aging and exposes you to skin cancer. We never use models or pictures of ourselves with that kind of unhealthy state of the skin.
Where would I most like to live?
I had the opportunity to live in many different places in the world. I lived in Korea, Japan, America, and Italy. I recently relocated myself to Oslo from Milan, where I worked. Probably it is a little too early to say this – but I love it here. The city is developed yet clean and quiet. For many reasons, including my business, I would be most likely to live here.
What is my most treasured possession?
My most treasured possession at the moment is a ring I got with my brother. He is one of my favorite persons in the world, as I will explain a little later in the interview. I wear it almost every day when I’m stepping out of my house. It gives me a feeling of protection and lets me know I am not alone. Although we live far away, he is always in my heart.
What is my most marked characteristic?
I am very adventurous and extroverted. I have a lot of curiosity and passion in life and had priceless experiences due to this. The personality trait got me into many troubles, but I would never change it for anything else.
What is the most inspirational location in my city?
There are many parks in Oslo. Walking around the park brings back my energy and creativity when I feel stuck.
What is my favorite place to eat and drink in my city?
I recommend all of you who come to visit Oslo to check out the restaurant Kverneriet- I think it is a very Scandinavian and a fun place. It features cuisines from mixed cultures and interprets stories into a new list of contemporary cocktails. Our team and I work hard on it to bring the best burger in town!
What books influenced my life and how?
Many books had a significant impact on my life, but one of them has to be Change Your Brain, Change Your Body. The book tells you to do everything we know already, such as drink more water, eat more vegetables, and exercise. However, what is interesting is why it matters and how it does. I love the new approach to beauty. Instead of trying to have plastic surgery on your “outer layer,” try to be healthy for your brain, and it will make you beautiful.
Who are my favorite writers?
My favorite writers include Mark Manson and Sarah Cooper. They are so real and put everything into the new light while being sarcastic and witty. I have a
You Only Die Once. What music would I listen on my last day?
I am hoping I am sharing my last moment in a calm and beautiful state with my family. Therefore, just a piece of classical music on the background will do.
Who are my heroes and heroines in real life?
My parents. They are one of the most humble and honest people I know. They always tried to follow the principles and virtues in life, and they achieved so many things they dreamed of. Although they were both swamped in their careers, they did more than enough for my brother and me. I love you, mom and dad.
Which movie would I recommend to see once in a lifetime?
The movie I think anyone would watch is a classic movie, Lion King – it teaches you so much about life! This timeless masterpiece talks to you differently when you are a child, and after you grow up. You pick up things you missed when you were younger, and you have more to think about.
What role plays art in my life and work?
Art gives you a new way to view life. I try to visit art galleries and museums as much as I can, so I am not stuck in one way of thinking.
Who is my greatest fan, sponsor, partner in crime?
My brother. He and I have an exceptional relationship. We are not just siblings but best friends. I know he will always be there for me whatever happens to me or what I do.
Whom would I like to work within 2019?
I very recently moved to a new city, Oslo. If I can get a chance to work with influencers in Norway who are interested in K-beauty, that sounds like a good year for me.
Which people in my profession would I love to meet in 2019?
I want to meet people in Norway who started their own business and decided to take a new leap in their lives. It is always exciting to meet people who are on similar paths and passion as you.
What project, in 2019, am I looking forward to work on?
My goal this year is to get to know Norway and the culture in the country. I want to get more involved in the K-beauty community in Scandinavian countries.
Where can you see me or my work?
You can check out my work at or follow Instagram @kverneriet. Come to one of the Kverneriet restaurants and ask for me if you want to say hi!
What do the words “Passion Never Retires” mean to me?
Life will have ups and downs. When things are going great for you, you make sure you don’t stop there because you can’t rest on your laurels. If things go wrong for you, you don’t stop there because you didn’t come here to go here. You know there are more to come in the future. That’s what Passion Never Retires mean to me.
Which creative heroines should Peter invite to tell their story?
I have read the heroes and heroines stories on the website, and they were exciting. Keep up the good work, Peter.
How can you contact me?
Feel free to contact me at Talk to you guys soon!

Here follows a message of Peter de Kuster, founder of the Heroine’s Journey 


The Heroine’s Journey is a private tour in story rich venues of world cities with Peter de Kuster, to rewrite the story you tell yourself about yourself and your creative work and in the process transform your life and business.

What is your Story?

“Your story is your life,” says Peter. As human beings, we continually tell ourselves stories — of success or failure; of power or victimhood; stories that endure for an hour, or a day, or an entire lifetime. We have stories about ourselves, our creative business, our customers ; about what we want and what we’re capable of achieving. Yet, while our stories profoundly affect how others see us and we see ourselves, too few of us even recognize that we’re telling stories, or what they are, or that we can change them — and, in turn, transform our very destinies.

Telling ourselves stories provides structure and direction as we navigate life’s challenges and opportunities, and helps us interpret our goals and skills. Stories make sense of chaos; they organize our many divergent experiences into a coherent thread; they shape our entire reality. And far too many of our stories, says Peter, are dysfunctional, in need of serious editing. First, he asks you to answer the question, “In which areas of my life is it clear that I cannot achieve my goals with the story I’ve got?” He then shows you how to create new, reality-based stories that inspire you to action, and take you where you want to go both in your work and personal life.

Our capacity to tell stories is one of our profoundest gifts. Peter’s approach to creating deeply engaging stories will give you the tools to wield the power of storytelling and forever change your business and personal life.

What Can I Expect?

Here’s an outline of The Heroine’s Journey.

Journey Outline


  • The Power of your Story
  • Are you even trying to tell a Story?
  • Old Stories  (stories about you, your art, your clients, your money, your self promotion, your happiness, your health)
  • Tell your current Story
  • Is this Really Your Story?


  • The Premise of your Story. The Purpose of your Life and Art
  • The words on your tombstone
  • You ultimate mission, out loud
  • The Seven Great Plots
  • The Twelve Archetypal Heroes
  • The One Great Story
  • Purpose is Never Forgettable
  • Questioning the Premise
  • Lining up
  • Flawed Alignment, Tragic Ending
  • The Three Rules in Storytelling
  • Write Your New Story


  • Turning your story into action
  • Story Ritualizing
  • The Storyteller and the art of story
  • The Power of Your Story
  • Storyboarding your creative process
  • They Created and Lived Happily Ever After.

About Peter de Kuster

Peter de Kuster is the founder of The Heroine’s Journey & Hero’s Journey project,  a storytelling firm which helps creative professionals to create careers and lives based on whatever story is most integral to their lifes and careers (values, traits, skills and experiences). Peter’s approach combines in-depth storytelling and marketing expertise, and for over 20 years clients have found it effective with a wide range of creative business issues.


Peter is writer of the series The Heroine’s Journey and Hero’s Journey books, he has an MBA in Marketing,  MBA in Financial Economics and graduated at university in Sociology and Communication Sciences.

Become a great Storyteller

That’s why I set up The Heroine’s Journey in the great cities of the world.  A new way to use the power of your story.  To guide you to life-changing, eye-opening movies, art, literature that truly have the power to enchant, enrich and inspire.

In this journey with Peter de Kuster you’ll explore your relationship with stories so far and your unique story identity will be sketched. You will be guided to movies, art, literature, myths that can put their finger on what you want to rewrite in your story, the feelings that you may often have had but perhaps never understood so clearly before; movies that open new perspectives and re-enchant the world for you.

You will be asked to complete a questionnaire in advance of your session and you’ll be given an instant story advice and movies to see to take away. Your full story advice and movies to see list will follow within a couple of days.

Book your private story coaching tour

You can choose from three options:

  1. The Heroine’s Journey Short and Powerful.   This is a 8 hours – private story coaching,  one day, one – on – one with Peter de Kuster. The price is Euro 2500 excluding VAT including lunch and drinks. You can bring a maximum of three (business) partners to the private tour if you choose to.
  2. The Heroine’s Journey Intensive.  This is a 16 hours – private story coaching,  two days one – on – one with Peter de Kuster. The price is 5000 excluding VAT including lunch and drinks. You can bring a maximum of three (business) partners to the private tour if you choose to.
  3. The Heroine’s Journey Impact.  This is a 24 hours – private story coaching,  three days one – on – one with Peter de Kuster.  The price is 7500 excluding VAT including lunch and drinks. You can bring a maximum of three (business) partners to the private tour if you choose to.

Please note the private tours Short and Powerful can take place in Amsterdam, Antwerp, Berlin, Barcelona, Bruxelles, Florence, London, Malaga, Madrid, Milan, München, Paris, Rome, Rotterdam, Sevilla and Venice at the moment.

The private tours Intensive and the private tours Impact are offered in Amsterdam, Antwerp, Berlin, Barcelona, Bruxelles, Copenhagen, Florence, London, Los Angeles, Malaga, Madrid, Melbourne, Milan, München, New York, Oslo, Paris, Rome, Rotterdam, Sevilla, SydneyVenice and Vienna.

You can book Peter by mailing him at 

Booking Information

  • Once you have purchased a private tour you will be given information to get in touch and arrange a date and time for your private tour.
  • Private tours will take place at any given day of the week.  The private tour will take place in a story rich city.
  • Please note that once your appointment time and date have been confirmed, we have a forty-eight hour cancellation policy. Any cancellations less than 48 hours prior to an appointment, or any no-shows will be charged. Any requests to reschedule less than 48 hours prior to an appointment, cannot be guaranteed and the original appointment will be charged for other than in exceptional circumstances.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s