In the past (I almost did "Latte"), when ordering food delivery, you would leave your empty container in front of the door and the restaurant would collect it. With the rapid growth of delivery culture, centered around delivery apps, this has become much more convenient. However, it has also created the hassle of washing and separating plastic containers. An even bigger problem is that a significant number of these containers are ultimately discarded, rather than recycled.
Eatgreen (CEO Kim Seon) operates a reusable container service integrated with major delivery apps like Baedal Minjok, Coupang Eats, and Yogiyo. With a simple press of the "reusable container" button, customers receive food in a reusable container instead of a disposable one. After finishing their meal, customers simply place the container outside their home, as they did previously. Eatgreen collects it, washes it, and then supplies it back to the restaurant. Signing up for the Ministry of Environment's "Carbon Neutral Points" program earns customers 500 won in cash for each reusable container order, making it even more economical.
I visited the Itgreen office in Gangnam. The first floor houses a laundry center, while the second and third floors are used as office space. I noticed jade-colored reusable containers scattered throughout the building. I asked CEO Kim Seon about them.
Q. Why are reusable containers green ?
"When you think of delivery food, you used to think of the jjajangmyeon iron box. We want to set a standard for reusable containers so that, in the future, this green container will naturally come to mind when you think of delivery."
Q. Itgreen is a company that addresses environmental issues through business . How do you encourage consumers to naturally participate in eco-friendly consumption ?
"If you tell people to refrain from disposable items and use reusable containers for the sake of the environment, most people won't budge. For consumers who order delivery, convenience is paramount. For those who don't want to bother cooking, having to deal with food waste and washing the containers afterward is a significant burden. In reality, far more consumers choose reusable containers because they're more environmentally conscious than because they're more concerned about the environment. They've attracted consumers for convenience, not environmental awareness, and as a result, environmental benefits have naturally followed."
This approach of encouraging natural consumer engagement through convenience is also reflected in Itgreen's mission and vision.
Mission : Create a reusable container circulation platform that makes reuse easy.
The most crucial word in Itgreen's mission is "easy." Itgreen's members aren't particularly interested in environmental issues. Yet, the results produced by these "unconcerned" members were surprisingly environmentally friendly. This is precisely the direction Itgreen pursues: rather than forcing people to sacrifice for the environment, we design the system itself to naturally produce environmentally friendly results. CEO Kim Seon explains:
"If you ask people to do something for the environment, it requires personal sacrifice. That's not sustainable. Our goal is to make it so consumers don't even realize they're ordering reusable containers, and they use them naturally."
Vision : To become a leading climate tech company through innovation in reusable containers.
The key word in the vision is "innovation." CEO Kim Seon's definition of innovation is unique.
"Innovation isn't about creating something new from scratch. It's about breaking the stereotypes people take for granted. Creating that is our vision."
The stereotype that disposable containers are a given. The stereotype that environmental practices are inconvenient. Itgreen's innovation lies in transforming these stereotypes through technology and services. Itgreen wants to change the stereotype that "this is what a delivery container looks like."
Core Values : GREEN, Five Promises in Five Letters
Itgreen's core values are GREEN (Green, Respect, Easy, Excellence, New).
Q. There are five core values.
At Itgreen, three distinct job groups coexist: field staff (the "crew," comprised of many senior workers) responsible for cleaning and logistics; operators who manage the field; and office staff involved in strategic planning, marketing, and development. To ensure these three groups, each with its own distinct position and acknowledging their differences, moved forward in a unified direction, their core values needed to be more specific and comprehensive.
"Environment" and "Convenience" are values that define "what kind of service we provide," while "Respect," "Professionalism," and "Innovation" define "how we work." These two axes—service direction and work style—are encapsulated in a single framework.
Green ( Environment ): We think of the environment first and contribute to a sustainable life.
Of the five core values, the one that most strongly reflects Itgreen's unique color is undoubtedly "environment." It's not easily found in other startups' core values, and it's the very reason for Itgreen's existence.
When Itgreen talks about "environment," it means small, everyday practices. We constantly consider ways to reduce water usage during the cleaning process. This is why we've minimized the use of reusable containers to three materials. To reduce the environmental impact of containers when they reach the end of their lifespan, we need to simplify the materials and increase the recycling rate. Our unified color, green, is also for the same reason. By unifying materials and colors, we can later repurpose them into new products.
Rather than saying, "Endure inconvenience for the environment," the philosophy is, "Designing with the environment in mind ultimately produces better products." This is the core of Itgreen's environmental values. Furthermore, these values carry weight beyond mere slogans, as they encompass the sustainable careers of individual members.
Respect : Consider the other person's position , listen, and be considerate .
"I wanted to create a culture where the three groups could respect each other while acknowledging their differences within their respective positions. That's why respect and consideration were prominently included in our core values."
Nothing can be accomplished alone. Trusting your coworkers is essential for achieving good results, and that trust deepens only when you fully understand their circumstances and emotions. Sharing and empathizing with your colleagues' personal concerns will naturally enhance your understanding of their work.
Easy : Convenience leads to changes in customer behavior.
Itgreen defined the essence of customer-centricity as ‘convenience.’
"The most important thing we want to offer our customers is convenience. It's only useful if it's convenient."
This convenience is directly linked to the "easy" aspect of the mission statement. No matter how environmentally friendly a service is, if it's inconvenient, consumers won't use it. If a deposit is required, a separate return location must be found, and the process is complicated, consumers will ultimately opt for disposable containers. It's this philosophy that led Itgreen to create a deposit-free system where waste is simply placed in front of the customer's door and collected within 24 hours.
"If a service for the environment is also convenient, people will naturally choose it." This is Itgreen's core strategy and philosophy. If the environment is the direction, then convenience is the driving force behind it.
Excellence : We grow through expertise and pursue excellence .
There's a reason why expertise is so crucial at Itgreen. In an organization with three distinct functions, each person's expertise in their respective positions directly contributes to the overall competitiveness of the organization. The expertise of the cleaning crew, the expertise of the logistics operators, the expertise of the office staff. Although they're all different areas, when each person pursues excellence in their respective positions, the Itgreen circulatory system operates smoothly.
New ( Innovation ): We challenge new possibilities and realize methods that have never been seen before.
Innovation is a keyword that also appears in the vision. For Itgreen, innovation doesn't simply mean technological breakthroughs. Itgreen believes in changing the "obvious" assumptions that are ingrained in people's minds.
The integration of delivery apps and reusable containers, the introduction of reusable containers at baseball stadiums, and the lack of a deposit were all unprecedented. Delivery app companies were reportedly reluctant to allow integration due to the sensitive information involved. Itgreen's innovation was in itself the process of persuading and connecting these individual elements.
CEO Kim Seon says he has unique criteria for selecting talent.
"I like people who have their own unique tastes or special interests. Maybe they're obsessed with comics and animation, or they're obsessed with a certain hobby."
Q. Why do you like people who are crazy about their hobbies ?
"If someone who's lived for 25 to 35 years can deeply immerse themselves in one thing for that long, it's proof that they can work hard at something they love. As long as ITgreen's work is on their 'favorite list,' they can apply that depth to their work. For example, a friend who goes to a rock festival every year and a friend who's never been can see the difference when setting up a reusable container service at a festival. All the time I spent in my youth has been helpful in some way."
Itgreen's business is highly omnipresent. It touches on various aspects of our daily lives: delivery, festivals, baseball stadiums, corporate lunch boxes. Therefore, its diverse experience and deep knowledge in a specific field shine in unexpected places. Expertise doesn't necessarily have to be work experience. If you work hard at anything, there will eventually come a time when that experience will shine.
CEO Kim Seon also has a unique perspective on leadership.
Q. What type of leader achieves good results at Itgreen ?
"I think the 'Ojirapper' type of leaders are the ones who achieve great results at our company. They don't just focus on their own things; they listen in on others' conversations, chime in without a second thought, and even intervene when they see someone needing something. Leaders like that often achieve great results."
A leader who's a rapper. Thinking about it, it fits perfectly with Itgreen's business structure. From the moment a reusable container reaches the consumer to its return, development, logistics, cleaning, platform, and marketing must be organically connected. Rather than leaders who stick to their own spheres, leaders who cross boundaries and intervene (or intervene?) wield greater influence in this cyclical system. Innovation, after all, begins with transcending boundaries.
On my way back from the interview, I opened my delivery app and searched for "reusable containers." I noticed something I hadn't seen before. From now on, I'm going to order from restaurants that offer reusable containers. I think small actions like these can help protect the environment.
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