Wonyoung refused a cheek-kiss greeting from a male Bulgari executive

I've lived in a culture where people do la bise, and since the woman ahead of Wonyoung did it, I can see why he might have thought it was okay. But normally, if the other person isn't from a culture that does la bise, you don't just spring it on them regardless of gender. Even within that culture, people may avoid it for all sorts of reasons, so you usually read the other person first and act accordingly. At the very least, Wonyoung wasn't rude at all. She's allowed to refuse. If someone gets visibly angry, keeps trying, or anything like that after being refused, they're a rude lunatic. Watching it again, yeah, it really does look like that. Honestly, plenty of men use la bise as an excuse to try something gross, so you need to stay alert and refuse clearly.

But seriously, it's incredibly uncomfortable from the perspective of someone who isn't from a culture that does that... People go, “It's just a greeting, why are you making such a big deal out of it?” But why don't they respect people who aren't from that culture?

There must be a reason Wonyoung reacted like that. She did the right thing.