We were lucky to catch up with Kiwon Sung recently and have shared our conversation below.

Kiwon, looking forward to hearing all of your stories today. Let’s jump into the story of starting your own firm – what should we know?

PIONEERING CROSS-CULTURAL LEGAL PATHWAYS

I’ve always been drawn to forging unique paths rather than following conventional routes—a trait that could be viewed as pioneering spirit or stubborn independence, depending on perspective. When my peers were pursuing engineering PhDs or medical careers, I chose Korea’s first law school, motivated by the opportunity to be in its inaugural class and pioneer a profession that was in transition in my country.

By the mid-2010s, obtaining a U.S. bar license had become a popular credential for Korean lawyers seeking BigLaw partnership, but few actually practiced in America. I saw beyond the résumé enhancement and envisioned establishing myself as a practicing attorney in the United States, creating a precedent for Korean lawyers.

Since establishing my practice in the U.S., I’ve specialized in facilitating seamless cross-border legal work through my comprehensive understanding of both American and Korean legal systems and cultures. Unlike previous attempts at such coordination, where representatives from each country advocated solely for their respective clients, my dual licensure and practical experience in both jurisdictions allows me to serve as a genuine intermediary. This has significantly improved efficiency for Korean clients engaging with American legal professionals, with many now connecting through my services. This experience has reinforced my belief that identifying and developing your unique capabilities in an overlooked market is essential for young professionals considering independent practice, regardless of their field.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

BEYOND TRANSLATION: SERVING AS THE MISSING LINK IN CROSS-BORDER LEGAL SERVICES

Working at a U.S. litigation firm, I frequently engaged with Korean clients who struggled to communicate effectively with American attorneys. This challenge extended beyond language barriers to encompass fundamental differences in work styles, cultural norms, and legal frameworks. This gap was particularly problematic in litigation, where close collaboration and nuanced document exchange are essential. Despite the clear need, neither U.S. firms nor Korean clients prioritized hiring professionals who could bridge this divide—American firms operated from their position at the center of global commerce, while Korean clients balked at the expense of dual-expertise professionals. I recognized this underserved niche as perfectly aligned with my unique background.

My practice primarily focuses on guiding Korean companies and startups through their U.S. expansion—handling incorporation, corporate structuring, visa applications, and reviewing essential business contracts and investment agreements, particularly those involving American investors, and vice versa. I also provide ongoing corporate and business counsel to U.S.-based startups and coordinate litigation support through my partner litigation firm.

I position myself as the legal equivalent of a primary care physician rather than a specialist. Just as patients typically consult a general practitioner before seeing a specialist, I serve as clients’ first point of contact for legal matters—particularly valuable in the U.S. where legal fees can be prohibitive. This approach allows me to help clients prevent potential legal issues before they escalate into complex problems requiring expensive ‘surgical’ intervention. When issues do arise, my early involvement enables more efficient and cost-effective resolution.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

THE PITFALLS OF PREMATURE GROWTH: LESSONS FROM THE STARTUP TRENCHES

Many aspire to rapidly scale their businesses and gain market recognition as established companies or prestigious law firms. However, my experience—both personal and through advising numerous startups—has taught me that premature expansion or ill-considered partnerships often introduce significant risks.

Partnership dynamics are extraordinarily challenging. Entrepreneurs frequently seek multiple partners hoping to increase security and complement skill sets. Yet as businesses grow, so too can individual ambition, making compromise increasingly difficult. From my experience, there is more than a 90% chance that a partnership will break up within three years. The only way to have a less ugly breakup is to have a written partnership agreement from the outset. I’ve also had a few partnerships but they all didn’t last more than a year. Nevertheless, these separations proceeded smoothly and amicably because I had established clear parameters and formal written agreements at the outset.

Equally problematic is the tendency to pursue diversification before mastering core competencies. When my startup corporate practice stabilized, I attempted to expand into more lucrative IP and immigration law services. This diluted my focus and ultimately compromised the quality of service to my established clients. I’ve since returned to concentrating exclusively on my area of expertise, postponing expansion plans. While diversification has merit, particularly for legal professionals, it’s essential to first establish excellence in your primary practice area. Pursuing additional revenue streams prematurely typically undermines your established strengths rather than enhancing your practice.

What’s been the most effective strategy for growing your clientele?

SPECIALIZATION AND IDENTITY: NAVIGATING THE MODERN PROFESSIONAL MARKETPLACE

Today’s professional landscape demands personal branding, even for traditionally credentialed experts like lawyers, accountants, and doctors. Your individual identity now transcends both profession and institutional affiliation. Just as consumers increasingly favor YouTube creators over network productions and local establishments over national franchises, the professional services market is shifting from scale toward specialization and personalization.

For lawyers specifically, future success will depend less on firm prestige and more on delivering tailored expertise to specific client needs. Your business card should ultimately emphasize who you are as a practitioner rather than merely which firm employs you. The critical strategy becomes developing your personal brand and establishing yourself as a recognized expert in your field—not simply promoting services, but cultivating a distinctive professional identity.

Contact Info:

• Website: https://www.k-startuplaw.com/
• Linkedin: https://www.linkedin.com/in/kiwon-sung-39643365/