HiteJinro Invests in Brand Building Startup 'Headquarter'

[Asia Economy Reporter Seungjin Lee] HiteJinro announced on the 1st that it has selected the brand building startup ‘Headquarter’ as an investment target and signed an equity investment contract.

HiteJinro judged that Headquarter’s strength lies in its solid practical experience and system throughout the entire process from planning to research and development, branding, and sales. They decided to invest by highly evaluating the marketability, focusing on quickly reflecting trends, differentiating product functionality and design based on R&D technology, and securing market dominance.

Headquarter launched the premium hygiene and skincare brand ‘Utter’ in March, attracting attention on social networking services (SNS) with its differentiated design and product quality. In July, it launched ‘Toosty,’ the nation’s first oral hygiene specialty brand made with healthy and delicious recipes, achieving the shortest entry into health & beauty (H&B) shops and ranking second in sales in the dental care sector, showing visible results. It is preparing for overseas expansion including Japan this year and is expected to experience rapid growth with a new brand launch scheduled for the first half of next year.

Heo Jae-gyun, Executive Director of New Business Development Team at HiteJinro, stated, “As a 100-year-old company, we will discover and support startups in various fields to quickly grasp consumer trends and continuously develop new growth engines.”

Meanwhile, HiteJinro began full-scale startup investments in 2020, investing in various fields such as F&B, gaming, food platforms, and smart farms.

This content was produced with the assistance of AI translation services.