FOCCC Acquires Heroes of Korea

IP startup company FOCCC announced that it has acquired and merged with the Korean niche perfume brand 'Heroes of Korea'. Through this merger and acquisition, FOCCC will be in charge of brand operation, distribution, and overseas expansion, while Ohani, the brand's founder and perfumer, will focus on perfume creation and branding.

Heroes of Korea launched 'Sejong the Great Eau de Parfum' to commemorate Hangeul Day in 2020, and has since built an unrivaled presence among perfume lovers by presenting perfumes that reinterpret great Korean historical figures such as Shin Saimdang, Yi Sun-sin, and Heo Nanseolheon. Sejong the Great Eau de Parfum, for example, is a warm woody perfume that sold out three times and was even re-produced four times. It is not a simple trendy product, but a niche perfume that fully encapsulates the worldview and inner self of the perfumer who creates the perfume, and is evaluated as 'a perfume with a story and soul.'

Through this acquisition, FOC plans to accelerate the brand’s distribution expansion, especially its global expansion. Starting with participation in the Osaka International Expo in Japan in May, it will begin to enter the Japanese market in earnest, including operating a pop-up store in Tokyo, and will sequentially expand exports to the US market. Through this, it plans to suggest a new trend in K-perfume beyond K-beauty, and to make Heroes of Korea’s unique philosophy and identity known on the global stage.

FOCCC CEO Kim Deok-young said, “Heroes of Korea is a special brand not only for its excellent fragrance itself, but also for its creative nature that clearly shows who the perfumer is. In addition, all of the perfumes released without spending a single penny on marketing have sold out, and the Sejong the Great perfume has a strong fan base that has produced it four times, so there is great potential for growth. This acquisition is a leap forward to realize its value in the global market while preserving the essence of the brand. We will not spare any support so that the creator’s artistry can advance to the wider world without distribution barriers.”

Ohani, the perfumer, said, “Heroes of Korea is a journey that has recorded the spirit and people of Korea through scents,” and added, “Now that we have an environment where we can focus more on creation, we want to continue to tell the story of Korea to the world with deeper and more three-dimensional scents.”

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