It's a convenient world where you can receive the items you want right away. Orders placed before midnight will be delivered the next day, and orders placed by 11 a.m. will be delivered the same day, regardless of whether it's Saturday or Sunday. This is all thanks to logistics startup dohands.
dohands has established a strong presence in the express delivery market through its partnership with the Naver Fulfillment Alliance (NFA). Its core competitiveness lies in its proprietary fulfillment system, "poomgo Now," which integrates WMS, OMS, and LMS. By applying AI-based dynamic allocation technology, dohands automatically distributes orders to optimal logistics centers in real time, rather than fixed centers, thereby enhancing delivery efficiency. Thanks to these efforts, dohands achieved annual sales of KRW 66.7 billion in 2025, a 51% year-on-year increase and three consecutive years of profitability.
dohands operates 15 fulfillment centers nationwide. In 2025, it plans to build a fulfillment center on Jeju Island, launching a service that allows local consumers to receive their products the same day or next day. This will allow Jeju residents to benefit as well. dohands' technological capabilities have also expanded overseas, enabling delivery to Japan within five days.
Beyond the limits of logistics , enriching people's lives.
dohands' mission is to "enrich people's lives by transcending the limitations of logistics." There's a long-standing stereotype in the logistics industry: cheap means low quality, and fast means expensive. While this seems like an obvious tradeoff, dohands disagrees. They aim to leverage their proprietary technology to create logistics that is fast, affordable, convenient, and friendly. By making the once-impossible possible, they aim to enrich people's lives.
Indeed, dohands has been making what the industry considered difficult, such as seven-day delivery, fast delivery to Jeju Island, and a 24-hour order cutoff service, a reality. This has transformed the lives of those who need items urgently on the weekend or those who want to receive packages quickly in Jeju Island. The "people" referred to here aren't limited to the end consumers receiving the packages. They encompass the clients who entrust the logistics, the end consumers receiving the packages, and all of dohands' internal team members. It's also a declaration of commitment to improving the quality of life for clients, consumers, and employees alike through logistics innovation.
Towards ‘Transcendent Logistics’
So what's the vision? It's "Transcendent Logistics." If the mission is the will to overcome limitations, the vision is the picture of what happens after those limitations are overcome. We're gradually creating a future logistics vision that seems out of the movies, with features like drones, dawn delivery, and robot-based center operations. When I asked about the specifics, CEO Chanjae Park offered an interesting example.
“Our technology aims to enable packaging workers to work from home.”
This passage clearly demonstrates that the future of logistics that dohands dreams of lies not simply in "being number one," but in fundamental changes and innovations in the way we work.
"We're interested in change, progress, and innovation. We believe that if we do that, we'll naturally be number one."
Dohands has six core values: One Team, Motivation and Perseverance, Leaning, Dynamite, Hanger Home, and Overwhelming Results. While all six are important, the emphasis varies slightly depending on level and position. For junior members, One Team, Motivation and Perseverance, and Leaning are considered more important, while for leaders and senior members, Dynamite, Hanger Home, and Overwhelming Results are emphasized more.
One Team – Not my team , but a team of warriors
The one team that dohands speaks of is a warrior unit.
"One Team" doesn't just refer to my own team; it refers to the entire company as one team. Our roles are incredibly diverse, from development and operations to finance and marketing, but the organizational culture of "One Team" allows all of these organizations to work toward the same goal."
Due to the nature of logistics companies, the spectrum of duties is broad, encompassing development, operations, logistics center sites, sales, and marketing. While each person performs different tasks, the concept of the entire company working in the same direction is easy to say, but difficult to put into practice.
Hanger Home – No customer problem is trivial.
What on earth is a groove on a hanger? There's a small groove cut in the center of the top of the hanger. The average consumer might not know what that groove is for (I just found out). This groove is necessary for laundries. It's said that in Korean laundries, where space is limited and two-story structures are necessary, a long pole is used to raise the hangers. So, without this groove, clothes wouldn't be able to hang high. dohands initially started out as a manufacturer for about three years, and they actually manufactured and supplied hangers during that time.
"I made and delivered a beautifully designed hanger, but the dry cleaner told me, 'This isn't usable.' It had no grooves. That's when I realized, 'Wow, this is really important.'"
The message conveyed by the hanger's home is clear: "No customer problem is trivial." And the customers referred to here include not only external clients, but also internal members and even end consumers, encompassing all those facing dohands.
Motivation and Perseverance – Ultimately , it's up to me to do it.
Motivation and persistence. These core values have a clear premise. In response to Peter Drucker's question about whether a third party can motivate knowledge workers, CEO Park concluded, "No."
"Motivation and perseverance are something only you can create yourself. While the company must put in a tremendous amount of effort, ultimately, it's up to you to truly feel motivated. Only then can you develop perseverance."
But that doesn't mean we simply leave it up to the individual. The most frequently asked question within dohands is "Why?" It asks, "What is the context for this, and how does it strategically connect?" Only by understanding the context and reason can you truly motivate yourself. I believe those who simply execute without understanding the context and reason will struggle to be motivated or persevere.
Motivation ultimately comes from within, but it's the company's responsibility to create an environment where that motivation can flourish—a culture that shares the context and rationale. If an organization allows its members to naturally ask "Why?", wouldn't unwavering determination naturally follow?
Slope – In y = ax + b, what we see is 'a'
In the linear function y = ax + b, a is the slope, or growth rate, and b is the starting point. What dohands is looking at is this 'a'.
"Even if they have experience, some people have a low inclination. They think they already know everything. On the other hand, there are those with no experience, still junior, but who learn very quickly. If we divide these two types into extremes, those with a high inclination will quickly catch up and grow quickly after just one or two years."
Rather than a member's current ability (the b value), how they are growing (the a value) and their potential for growth are more important. To increase this, dohands conducts leadership training with external experts and is also working to accumulate and visualize member growth data through a quarterly feedback system. Being able to verify "how much I'm growing" through data can be a driving force for growth.
Dynamite – Blow Up Stereotypes
Dynamite. The name itself is powerful. It literally means to blow up stereotypes.
"There are so many things we do routinely, with fixed ideas. I believe it's possible to create completely new, third-party solutions and create new value. It's thanks to that that our company has come this far."
dohands' logistics service for Japan is a prime example. Existing Japanese express delivery companies required a "replacement" process, where they would attach their own invoices and then replace them with Japanese invoices at the sorting center. Dohands eliminated this process entirely, introducing a system that prints Japanese invoices immediately after packaging is completed at the fulfillment center. This essentially dynamites a process once taken for granted.
CEO Park said that the very vision of Transcendent Logistics aligns perfectly with this dynamite spirit. Without breaking stereotypes, there can be no transcendence.
Overwhelming results – not 99% , but 100%
"Overwhelming Results" goes beyond mere excellence; it's a culture that strives for excellence. The "Five Guaranteed Promises" is the best example of this.
The logistics market, especially warehousing, shares similar characteristics to the used car market: the so-called "lemon market." Before entrusting logistics services to a company, you can't be certain of its performance, so the market is structured around price alone. dohands is determined to break this practice.
"We publicly disclosed metrics that other logistics companies are reluctant to disclose, and made a public promise to compensate for any failure to meet five key metrics: 100% same-day shipping for B2C orders, 100% compliance with B2B delivery dates, and 100% compensation for delivery accidents."
This five-promise guarantee system was introduced in 2022 and has maintained a 99.9% compliance rate to date. Representative Park offered an interesting analogy to explain this overwhelming result.
"Going from 1 to 50 is fun. Everyone finds new things exciting. But many give up when going from 50 to 70. Those who go from 70 to 80 become leaders, and those who go from 80 to 90 become masters. Our goal is to become masters in this logistics market. While others aim for 99%, we aim for 100% without fail. I believe that 1% difference is what created the gap we have today."
Performance management system ' DOHIGH '
dohands has a unique performance management system called "DOHIGH." CEO Park says he came up with the idea one weekend while playing League of Legends (LoL). He was thinking about incorporating the game's strengths into personnel management. The most important thing in performance evaluations is fairness. CEO Park says that in his 10 years of experience, he's seen countless cases where the same person's evaluations drastically differ depending on who is leading them.
"I have a bit of an obsession with unfairness. Qualitative evaluations can change instantly with a change in leadership. That's why I felt a quantitative evaluation system was absolutely necessary, and I adopted the concept of game experience."
The Duhai system works like this: Experience points are accumulated through performance evaluations, project completion, and team quests. Once a certain level of experience is reached, your level increases, and your salary also increases. The Duhai app visualizes this process, and it's also used as the internal HR team's AI identity.
Currently, it's being implemented and utilized in organizations with structured work processes, such as logistics center operations. It's still in the experimental stage. However, some employees are already experiencing higher levels and higher salaries, and the system is reportedly reducing extreme variance in evaluations. A game-inspired personnel system, I'm excited to see how it evolves in the future.
Like the grooves on a hanger , small but crucial things
As I left the interview, the notch on the hanger kept lingering in my mind. The fact that a small, unnoticed notch can determine the very operation of a laundry shop. Perhaps dohands is like that too. It's created by solving the "minor" inconveniences of the logistics industry, which no one had ever touched.
The logistics industry isn't glamorous. It involves waking up at dawn to sort packages, processing tens of thousands of orders a day, and maintaining 99.9% accuracy. I think dohands' strength lies in the people who ask "why?", dynamite stereotypes, and obsess over the 1% difference.
When you receive a package, why not consider the world of logistics hidden behind that box? Think of the people who enrich our lives in unseen places, like the grooves on a clothes hanger.
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