The seaweed collected by Jeju female divers was not recognized for its value. Some were discarded and sold at low prices, and it was far from a stable source of income for female divers. Tourists visiting Jeju also had to stop at the typical souvenirs or simple experiences.
The one who changed this situation is 'Umu'. Located in Sancheondannam-gil, Jeju City, this brand provides a stable income for female divers and a special Jeju experience to consumers through desserts and vegan cosmetics using seaweed. The person who led this change is CEO Park Ji-hoon (39), a former Korean language instructor.
Park Ji-hoon, who worked as a private education instructor in Seoul, gained a deep understanding of Jeju’s culture and values while attending a female diver school. Realizing that local resources could be revived through seaweed, he designed an ecosystem that organically connects Jeju’s nature, people, and culture, rather than selling products.
“My experience at the Haenyeo School was not just an experience, but a moment of deep realization about Jeju culture and values. From then on, I decided that if I ever started a business, I would do something that would help Jeju’s nature and Haenyeo.”
A sustainable model that coexists with female divers
Umu is a dessert brand centered around seaweed. Its sister brand, Umu Soap, sells vegan cosmetics and daily necessities. Both brands are based on ingredients obtained from the Jeju sea. Currently, a total of 40 employees are working together, including those at stores and headquarters.
What is noteworthy is the way in which they collaborate with Jeju Haenyeo. Umu signed an MOU with the Gapado fishing village and purchased all the seaweed to ensure a stable income for Haenyeo. Beyond simply purchasing raw materials, they provide parasols to Haenyeo houses run by Haenyeo, and provide parasols and tables to small beaches in Jeju, helping to attract tourists.
“We launched a skincare brand called Umusop to inform people that seaweed can be used not only as food but also as cosmetics. Through this, we are increasing the value of seaweed.”
Umu develops a variety of products using a single raw material to build a sustainable, symbiotic relationship with female divers. In terms of the environment, it uses PLA biodegradable containers and develops ReefSafe sunscreen to take the lead in protecting the marine ecosystem.
In the cosmetics business, we pay special attention to scientific verification. In order to prove the excellent moisturizing power of seaweed, we commissioned a specialized research institute to obtain research results that showed that it increases skin moisturizing factors. In addition to confirming the efficacy of the raw materials, we conducted a test to evaluate the moisturizing effect of the product itself on human skin, proving the moisturizing effect when actually used.
Branding that captivates the MZ generation and global expansion
The reason why Umu is gaining attention among the MZ generation is because of its warm and friendly design. CEO Park Ji-hoon explained, “We incorporated witty elements into the simplicity so that consumers can approach it without feeling burdened.”
In order to connect with the younger generation, we are collaborating with brands preferred by the MZ generation, such as Blue Bottle, Ozzie, and Uniqlo. Through these collaborations, we are introducing interesting new products and providing enjoyment to consumers.
Global expansion is also active. Brand awareness is being expanded in Asian markets such as China, Hong Kong, Singapore, and Japan. In addition, it is receiving positive responses from overseas consumers as it is in line with the sustainable consumption trend.
CEO Park Ji-hoon said, “We are providing company and product introduction materials translated into various foreign languages such as English, Chinese, and Japanese, as well as maps of places to visit in the area, to help make your trip to Jeju as enjoyable as possible.” We also place employees who can speak foreign languages to ensure that visitors feel comfortable and warmly welcomed.
However, Jeju’s geographical limitations are also clear. “There are still difficulties in logistics, securing talent, and promotion, and the limitations inherent in being an island are still felt as constraints.”
To overcome this, we are utilizing Jeju Island's logistics cost support and working to attract talent that sympathizes with the brand philosophy.
Organizational culture and customer experience that preserves Jeju-ness
Umu's organizational culture principle is to help customers enjoy their trip to Jeju. He emphasized, "Our goal is not simply to sell a lot of products, but to make customers enjoy their trip to Jeju from the moment they visit Umu."
“I believe that joy comes from the small smiles and warm attention of people I meet while traveling. That’s why I do my best to make sure that customers leave the store with a smile, no matter how they feel.”
In team management, trust and responsibility are important values. Especially since it is a brand that deals with food, it is essential to maintain a culture that thoroughly manages hygiene and cleanliness. In addition, we value talent that strives for continuous growth.
“Members who are willing to continuously learn and develop, rather than simply perform their current role, are a good fit for Umu’s direction.”
We asked CEO Park Ji-hoon about his most memorable moment. “Even now, whenever a customer who visited Umu during their trip to Jeju leaves feedback that their experience here made their trip to Jeju special, I am reminded that we must strengthen our brand role of conveying the value of Jeju beyond selling products.”
I can’t forget the moment when a customer who had been struggling with skin problems told me that her skin improved after using Umusop. “Beyond the product, the fact that it can bring positive changes to someone’s life is why I have to research and develop.”
Umu has given value to discarded seaweed through a coexistence model with Jeju haenyeo, and has provided tourists with a special space where they can experience the true Jeju. CEO Park Ji-hoon said, “We are striving to become a growing local brand based on the idea that happy travel creates happy families and a happy nation,” and expressed his ambition, saying, “We want to establish ourselves as a brand that provides special experiences in Jeju and conveys warm memories.”
※ This interview is part of a series planned in collaboration with startup media Venture Square, targeting excellent startups recommended by the Association in celebration of its 30th anniversary. It will be divided into three areas: 'AI·Data·Digital Solutions', 'Bio·Food·Local Brands', and 'Content·Culture·Web 3.0'.
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