Poinhand's Genuine Care for Abandoned Animals... Captivating the MZ Generation

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Lee Hwanhee, CEO of PointHand.

[Asia Economy Reporter Lim Chun-han] "We want to create a social atmosphere where adopting pets is considered first instead of buying them."

Lee Hwan-hee, CEO of Poinhand, stated in an interview with Asia Economy on the 17th, "As the number of people wanting to raise pets increases, the number of abandoned, lost, or neglected pets is also rising."

Poinhand is a pet adoption platform with 430,000 members. It plays a role in changing negative perceptions of abandoned animals and helping with adoptions. CEO Lee, who worked as a veterinarian, recognized the seriousness of the abandoned pet issue and started a social venture. Last year, Poinhand launched 'Poinhand Mall' on the global e-commerce platform Cafe24. Even before opening the mall, Poinhand sold goods carrying messages aimed at improving negative perceptions of abandoned animals through cloud funding. Some products were so popular that they raised over 2000% of their target amount.

In fact, when Poinhand first started its revenue business, it faced some unfavorable views. However, by putting great effort into the planning stage and consistently reinvesting profits, it built trust with consumers. Poinhand communicates on Instagram with posts containing various content such as adoption reviews and discount events, and uses Cafe24’s Instagram Shops integration feature to drive social media visitors to the mall. As a result, about 70% of customers are women in their late teens to early twenties, gaining strong support from the MZ generation (Millennials + Generation Z).

CEO Lee said, "A portion of Poinhand Mall’s profits is regularly donated to partnered adoption cafes and abandoned animal shelters," adding, "In the future, we want to produce and sell our own brand products, including goods with messages such as badges and eco-bags commonly used in daily life, as well as products that help when raising pets."

However, he emphasized that for a value-driven brand to be sustainable, it is important to find a balance between pursuing values and profits. CEO Lee stated, "Since social ventures are also businesses, they cannot continue without profits," but stressed, "Customers purchase products with meaning in value consumption, so it should not be overly focused on absolute profit pursuit."

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