The Story Behind UKIUKI: How a Rescued Cat Inspired a Premium Treat Brand

Originally published by Reporter Park Kwang-Seop, May 2016. Adapted for international readers.

---

SEOUL, South Korea — At the 2016 K-Pet Fair at the Seoul Exhibition Convention Center, UKIUKI freeze-dried cat treats drew attention from pet lovers across Korea. Behind the popular brand is a deeply personal story — one that began with a rescued cat and a moment of fear.

The Moment That Changed Everything

CEO Ham Seung-Jin’s love for cats goes back to childhood. Growing up in a traditional Korean house, she was especially attached to the family cat — earning her the nickname “Meow” among classmates.

But it was an incident in October 2013 that transformed her relationship with cats entirely. Her cat, TBE, escaped through an open door. After hours of searching, Ham found TBE soaking wet, shivering, and covered in scratches.

“In those few hours, I felt something I can only describe as family love,” Ham recalled. “From that moment, I knew — TBE wasn’t just a pet. She was family. And I wanted to give her something better.”

That decision became the foundation of UKIUKI.

From Picky Eater to Product Innovation

TBE was an extremely picky eater. Most commercial treats failed to meet her standards, and Ham struggled to find anything she would consistently eat.

While researching alternatives, Ham discovered the concept of raw food diets for cats. She began exploring freeze-drying technology as a way to preserve the nutrition of raw meat while making it safe, shelf-stable, and easy to serve.

The result was UKIUKI Chicken Breast — a treat made from 100% pure Harim chicken breast, with no additives, no preservatives, and no fillers.

A Growing Product Line Built on Trust

By 2016, UKIUKI had expanded to three core products, each with clearly identified, trusted sources:

• UKIUKI Chicken — Harim chicken breast (Korea)
• UKIUKI Tuna — Dongwon tuna (Korea)
• UKIUKI Lamb — Australian lamb (Korea’s first freeze-dried lamb cat treat)

Ham emphasized that all UKIUKI products are made from human-grade meat and use freeze-drying to preserve whole pieces of protein — not ground-up powder. “You can see the ingredient,” she said. “Nothing is hidden.”

Gaining Traction at Major Exhibitions

UKIUKI’s visibility grew rapidly through participation in Korea’s top pet industry events. At the 2015 G-Fair Korea and K-Pet Fair at the Seoul Exhibition Convention Center, the brand received strong response from both consumers and industry buyers.

At K-Pet Fair, ETBE even hosted its own “Beautiful Cat Contest” — turning its booth into a celebration for the cat-loving community.

Why UKIUKI Resonates

Korea’s pet market has been shifting. With single-person households surpassing five million, more people are choosing cats as companions — drawn to their independence and suitability for busy urban lifestyles.

As the perception of pets evolved from animals to family members, demand for premium, transparent, and health-conscious treats grew alongside it. UKIUKI was built precisely for this moment.

As Ham put it: “UKIUKI is more than a snack. It’s customized health food for cats — made by someone who understands what it means to love one.”

👉 Shop UKIUKI products | Amazon US store