Fresh Seafood Delivered Within 33 Hours... The Innovation of Samsam Haemul

Lee Hyunho, Secondlist CEO, "We Will Establish a Distribution Network to Enhance Seafood Freshness"
Seafood Meal Kit Demand Surges... Samsam Haemul Sales Grow 150% Annually
Samsam Haemul Engages Consumers Through Live Broadcasts

[Asia Economy Reporter Hyungsoo Park] "Honggaribi (red scallops) and oysters are in season. Although farmed Honggaribi have smaller meat compared to their shell size, their chewy texture and sweet flavor are exquisite. They are great grilled or steamed, and also work well in pasta or stews. Oysters are another representative seafood that comes to mind in winter. Personally, I prefer the larger-sized individual oysters. They are about three times bigger than regular oysters, and when you open their large shells, they are filled with oysters, offering a deep sweetness and the scent of the sea, making them an excellent seafood choice."

Lee Hyun-ho, CEO of Secondlist and head of the seafood brand 'Samsam Haemul,' which delivers freshly caught seafood from Korea's clean waters to customers within 33 hours, has been extremely busy lately. Due to the COVID-19 pandemic, more people are eating home-cooked meals, leading to a surge in demand for seafood meal kits. Given the nature of seafood, which makes it difficult to control supply and maintain freshness, producing meal kits has been relatively challenging. As a result, there were not many varieties available, but Samsam Haemul has taken the lead in pioneering the market by developing various seafood meal kits. As more meal kit sellers seek to collaborate with Samsam Haemul, CEO Lee and his staff are working hard to increase production.

CEO Lee said, "Our biggest know-how at Samsam Haemul is that we have our own processing system," adding, "Because Samsam Haemul operates a one-stop system from catch to desalination, preparation, and packaging, we can maintain freshness."

He continued, "There are many aquariums at the seafood center in Geoje Island, which are cleaned daily and managed with clean seawater," and confidently stated, "Meal kits are produced on the day of catch in HACCP-certified facilities, ensuring quality."

As order volumes increase, efforts to secure seafood supply are also intensifying. Samsam Haemul directly trades with many producers along the southern coast to procure high-quality seafood. CEO Lee said, "Of course, there are times when it is difficult to meet demand due to waves or weather," and added, "Sometimes the quality is not good, so we inevitably inform customers that delivery may be delayed by one to two days." His management philosophy is that seafood that is not fresh cannot be served on consumers' tables.

Starting his career in a design company, CEO Lee entered the seafood distribution business in earnest by assisting his younger brother, Lee Hyun-jin, who has been engaged in seafood wholesale and retail for 14 years. He said, "My brother has been in the seafood wholesale and retail business in Geoje Island since 2008," and added, "In 2016, I helped create a website for online sales channels and took charge of the online business."

He recalled, "In the early days of the business, most employees did not know much about seafood," and said, "During the first year, I gained various experiences day and night and became a seafood expert." He emphasized, "I am well-versed not only in seafood knowledge but also in distribution processes and market dynamics," and added, "Leveraging my experience in cosmetics branding, I was able to establish the slogan 'Designing Freshness'." CEO Lee takes pride in creating fresh products that are not only good to eat but also visually appealing. In fact, he enhanced consumer trust by designing oxygen pack packaging and temperature-check stickers to preserve seafood freshness during delivery.

Since launching the Samsam Haemul brand in 2017, sales have increased by more than 150% annually. The year after the brand's launch, sales surged sharply through platforms like Market Kurly and Naver Smart Store. This year's expected sales amount to 9 billion KRW.

Recently, seafood is being sold on various online malls. CEO Lee advised, "When purchasing seafood online, it is most important to check the catch date," and added, "The shorter the holding time, the fresher the seafood." He also noted, "Carefully examining packaging photos and customer reviews is a good tip for selecting seafood." Samsam Haemul conducts daily live broadcasts to show the condition of seafood from Geoje Island, preparation methods, and usage tips to consumers. This communication channel compensates for the disadvantage of not being able to see the product directly in online shopping and helps consumers make more rational purchases.

CEO Lee plans to expand the meal kit factory and establish a fresh seafood center in the metropolitan area. He has set a plan to build a logistics distribution network to deliver even fresher seafood. He said, "We will establish an optimal distribution system to maintain seafood freshness from the production site to the final consumer," and confidently stated, "We will meet the increasingly high consumer expectations for seafood products."

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