From China to Europe... Twenty Plus Leading K-Design

[Excellent Design Company] Twenty Plus "Collaborating with Global Companies like BAT and LG Electronics"
Overcoming Market Limitations with High Dependence on China, Achieving $1 Million Export by Entering European Market
Selected as Excellent Design Company, Opportunity to Diversify Portfolio... "Must Challenge New Devices"

Twenty Plus recently received the Top Export Award for $1 million based on the design achievements of British American Tobacco's (BAT) heated tobacco products. The photo shows the BAT heated tobacco product design in which Twenty Plus participated. Photo by Twenty Plus

[Asia Economy Reporter Kim Heeyoon] The prolonged COVID-19 pandemic has made the risks of dependence on the Chinese market a reality across various domestic industries, including shortages of automobile parts and the urea solution crisis. Amid a cold wave hitting the design industry, which relies heavily on Chinese orders, Lee Youngjin, CEO of Twenty Plus, who achieved $1 million in export performance through new market development, explained that the pandemic situation is rather an opportunity to reduce dependence on China and diversify markets.

Twenty Plus, launched in 2012 as a one-person company, started with designing washbasins for wheelchair users and has pursued "design that contributes to society," showcasing various product designs. After graduating from university, CEO Lee, who was in charge of TV design at LG Electronics, wanted to pioneer new design experiences and challenged himself to start a business after resigning. While securing Haier, a Chinese home appliance company, as a client and entering the camping goods business in line with the increase in camping population, the company showed remarkable growth in its early stages.

Although sales grew rapidly, CEO Lee self-assessed that the success of new businesses at a time when the company should have focused on developing capabilities in one area was a poison. Eventually, in 2016, the company reorganized its camping goods business and refocused on design services, concentrating on rebuilding trust with clients. Selection and concentration became another motto of Twenty Plus. As the founder and sole employee at the time of establishment, CEO Lee personally held design seminars to secure clients, hired interpreters to engage in local sales, and pursued design orders. Currently, Twenty Plus counts LG Electronics, UK-based BAT, and China’s Hisense among its clients.

Lee Young-jin, CEO of Twenty Plus.

Regarding the strengths of Korean design companies gaining attention as K-design, CEO Lee pointed to the active role of domestic electronics conglomerates. He said, “Since domestic electronics giants like LG Electronics and Samsung Electronics lead the global industry, overseas companies inevitably pay attention to Korean design firms with experience working with them,” adding, “The status of Korean companies in the industrial design field, once led by Europe, is rising day by day.”

Twenty Plus recently received the $1 million export tower award, drawing industry attention. This achievement was made amid a decline in Chinese orders due to the prolonged COVID-19 pandemic. The company, which handled the design of electronic cigarettes for UK-based BAT and showcased K-design worldwide, was able to continue its growth through portfolio diversification supported by the Korea Institute of Design Promotion.

CEO Lee expressed his aspirations, saying, “Taking advantage of being selected as an excellent design specialized company, we are now focusing more on designs based on new concepts and technologies rather than traditional industrial sectors, such as robots and new devices,” and added, “Based on the BAT portfolio, I want to make next year a year to actively challenge the European market and, on that foundation, take a leap forward as a global design company.”

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