PRESS
How UKIUKI Began: CEO Ham Seung-Jin on Building a Premium Cat Brand in Korea
Jul
Editor’s note: This article is adapted from a Korean press interview originally published in 2014, when Ukiuki’s parent company operated under the name ETBE Retail. It captures the founding vision that eventually grew into UKIUKI, a premium Korean pet brand now sold globally.
A New Approach to Cat Products in Korea
In 2014, as Korea’s companion animal culture was just beginning to take shape, Ham Seung-Jin launched ETBE Retail with a clear philosophy: premium over price.
“I didn’t create a store for pets,” Ham said in a press interview. “I created it for my companion — the animal I live with, not just raise.”
At the time, most cat owners in Korea relied on recommendations from local veterinary clinics or searched for the cheapest options online. ETBE Retail took the opposite approach, curating only high-quality, stress-reducing products designed with feline well-being in mind.
Why Premium Matters for Cats
Cats are highly sensitive to their environment. Small changes can cause stress, which over time can lead to serious health issues. Ham emphasized that using safe, proven products isn’t a luxury — it’s a responsibility.
As more Koreans began welcoming cats into their homes, demand grew for products that support indoor living and safe travel. One of ETBE Retail’s featured products was the Sleepypod AIR, a carrier designed to fit under airplane seats, allowing cat owners to travel with their companions comfortably and safely — whether by car, subway, bus, or plane.
The Personal Story Behind the Brand
Ham’s connection to cats goes back to childhood. At the time of the interview, she was living with TBE — the rescued cat who would later become the inspiration for the Ukiuki brand story.
When asked about the future, Ham shared her vision: “I want to expand our premium product range and create spaces — like cafés — where cats and their owners can spend quality time together.”
From ETBE Retail to Ukiuki
What began as a small online shop for premium cat products has since evolved into Ukiuki (주식회사 우키우키), a company that now develops its own freeze-dried cat treats, sells on Amazon US, Amazon Japan, and Rakuten, and has been featured on national television and in international magazines.
This 2014 interview remains a reminder of where the journey started — and why the mission hasn’t changed: premium products, made with love, for the cats we live with.
