About us

Company Profile


Our Philosophy & Mission


In their 2004 marketing theory book, Blue Ocean Strategy, W. Chan Kim and Renee Mauborgne use the metaphors of red and blue oceans to describe the market universe.

Red oceans represent all the industries in existence today – the known market space. In the red oceans, industry boundaries are defined and accepted, and the competitive rules of the game are known. Here companies try to outperform their rivals to grab a greater share of product or service demand. As the market space gets crowded, prospects for profits and growth are reduced. Products become commodities or niche, and cutthroat competition turns the ocean bloody; hence, the term "red oceans"

Blue oceans, in contrast, denote all the industries not in existence today – the unknown market space, untainted by competition. In blue oceans, demand is created rather than fought over. There is ample opportunity for growth that is both profitable and rapid. In blue oceans, competition is irrelevant because the rules of the game are waiting to be set. Blue ocean is an analogy to describe the wider, deeper potential of market space that is not yet explored.

It is our firm belief that Global Public Procurement is a blue ocean industry within the wider world of selling to Governments. 

Living Tree was established to facilitate companies trying to capture emerging opportunities in the overseas public procurement market. 

Our mission is to stay at the bleeding knowledge of available knowledge in the industry and apply this market knowledge towards the efforts of our clients in winning bids. 

How do we do this? While our methods are finely honed, they are far from revolutionary. We keep it practical. Intense market research, identification of trends in the overall industry and diligent study are just some of the means by which we stay at the bleeding edge of available knowledge - and most importantly deliver for our clients. 

Message from the Team


The Living Tree Global Team has unique experience in Global Public Procurement. Our leadership has extensive working experiences with the US Federal Government, Multilateral Development Banks, and many OECD countries and the United Nations. We have believe we have the knowledge and skill to provide our customers with a roadmap to get win government contracts.

We here at Living Tree are here to work with companies in global locations to help them enter the global public procurement market. Unlike commercial procurement, public procurement offers transparency, fairness in procedural, and non-discrimination under the legal framework of the WTO's legal framework. As most global procurement business is now done in a virtual environments with e-Procurement, global procurement has never been more accessible for companies

We are excited to get to work in helping to develop the market and to take your company to the next level!


Global Network


Our Partners

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Board of Directors


Kim, Man Ki


Chung, Tong Soo


Kwon, Tae Kyun