Soojib is a startup operating a global K-pop and K-beauty commerce platform targeting Europe, including the United Kingdom and France. CEO Lee Changwoo, who worked at Amorepacific Corporation, established the company in November 2024.
After leaving Amorepacific Corporation and obtaining a master's degree in the United Kingdom, he was contemplating starting a business. He noted, "The business related to Korean culture is growing very rapidly in the UK, and I thought that moving away from a simple distribution business led by foreign owners and properly introducing and contributing to our culture in the global market as a Korean is truly valuable, which motivated me to start a business."
He also said that his previous work experience was a great help to his startup. CEO Lee stated, "I was able to lead two major projects at Amorepacific Corporation: a geographic information system (GIS) big data project that spanned two years and the launch and operation of a commerce mall for senior customers called Counselor Mall that lasted a year." He remarked, "It was a valuable time to handle data and create a commerce mall, which allowed me to grow."
The popularity of K-pop in the global market is increasing. The revenue of the four major entertainment companies, including HYBE, was approximately 4 trillion won as of 2023, with 60% coming from overseas. The global K-pop market size in the United Kingdom and France is currently estimated to be around 200 billion won.
Soojib helps fans of artists easily purchase and collect photo cards even abroad. About 50 new products are updated each week, and approximately 3,000 different types of products are handled on the platform. This is four times the number of competitors in Europe, which is a major reason customers frequently revisit and stay on the site.
Soojib's primary target customers are K-pop fans in their 10s to early 20s in Europe. Currently, 80% of customers are from the United Kingdom, while 20% reside in other parts of Europe and the United States. The team consists of six members, including CEO Lee. This year, revenue is expected to be about 800 million won.
CEO Lee said, "In just one year in London, many loyal customers have already emerged, and we are actively communicating with customers while building a fan-centered collection community," emphasizing, "The strongest community comes from offline experiences, which have been truly surprising."
Soojib plans to open a total of five stores in the United Kingdom and Europe, including a retail store in London by 2025. CEO Lee emphasized, "I want to grow into a comprehensive mall brand that embodies Asian cultural products," noting that 2025 will be a year of expansion.