CEO on Cat Care, Freeze-Dried Treats, and Honest Manufacturing

Originally published as a Q&A interview in Korean media, September 2016. Adapted for international readers.

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SEOUL, South Korea — In 2016, UKIUKI CEO Ham Seung-Jin sat down for an in-depth interview about her journey from cat lover to cat food entrepreneur. She shared the philosophy behind UKIUKI’s freeze-dried treats, practical advice for first-time cat owners, and her vision for the brand’s future.

Why Start a Cat-Only Brand?

“I started ETBE in 2013,” Ham explained. “When I first launched a premium cat brand, a lot of people were skeptical. Some openly discouraged me. But over time, many of those same people have changed their perception of cats — partly because of what we’ve been doing.”

Ham’s motivation was personal. As a lifelong cat lover, she was frustrated by the lack of high-quality cat products in Korea and the negative stereotypes that still surrounded cats. She wanted to change the culture around cat ownership — starting with better nutrition.

The Science Behind UKIUKI Freeze-Dried Treats

UKIUKI treats are made using freeze-drying technology applied to unfrozen raw meat — a method the company pioneered in Korea’s cat treat market.

Ham highlighted the key advantages of freeze-drying over other drying methods:

• Longer shelf life without preservatives or additives
• Minimal nutrient loss compared to heat-based drying
• Original texture and flavor restored when rehydrated
• High energy density — especially beneficial for growing kittens

“We don’t use any additives. Not even salt. People can eat our treats — that’s how clean they are,” she said.

At the time of the interview, UKIUKI offered Chicken and Lamb varieties, with plans to expand into kangaroo and duck in the future.

Cat Care Tips from a Specialist

When asked what advice she would give to first-time cat owners, Ham shared several practical insights:

Cats Are Obligate Carnivores

“One of the biggest misunderstandings is thinking cats are omnivores. They’re strictly carnivores. A meat-based diet is essential.”

Respect Their Territory

“Cats are territorial animals. They operate within their own defined space. The most common mistake beginners make is approaching a cat too directly. Let the cat come to you.”

Communicate with Slow Blinks

“When a cat makes eye contact, try blinking slowly. It signals ‘I’m not a threat.’ Once the cat feels safe, it will approach on its own terms.”

Watch for Hidden Illness

“Cats instinctively hide signs of sickness. Many beginners don’t notice their cat is ill until it’s serious — and then medical costs become overwhelming. This is actually one of the main reasons cats get abandoned. Early awareness is critical.”

A Vision for Honest Manufacturing

Ham acknowledged that freeze-drying is expensive. “When we started, people told us to cut corners — use cheaper ingredients, reduce costs. But the whole reason I started this business was for the cats. A cat’s health is directly linked to its owner’s happiness.”

She described UKIUKI’s approach as honest manufacturing — from raw material selection to packaging design, every decision is made with transparency in mind. The company was already looking beyond Korea, developing products for international markets. UKIUKI was the first Korean company to produce freeze-dried lamb cat treats.

Looking Ahead

At the time of the interview, UKIUKI was preparing for the Pet Expo in November 2016, where the brand planned to combine product promotion with educational content about cat care.

“By making cats happy, the person becomes happy,” Ham said. “That’s the cycle we want to create.”

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