[Interview] A Spoonful of Working Mom’s Struggles... The Hit Maker Behind the万能YoriCup

Soojung Kim, Team Leader at JAJU, Interview
Ceramic Cooking Cups for Microwave Use
Easily Make Eggplant Rice, Pasta, and Steamed Eggs

"As a working mom raising two children, I wanted to ease, even just a little, the burden on working mothers who have to prepare meals right after work without even having time to wash up. This product is also a perfect fit for single-person households in their teens and twenties who want a quick and easy meal."

Soojung Kim, head of the Frequent Life Team at JAJU, shared these thoughts about the recently launched '万能YoriCup' during an interview with Asia Economy near the company's headquarters on Teheran-ro, Gangnam-gu, Seoul. The万能YoriCup refers to a set of five microwave-safe 'ceramic cooking cups' and 'ceramic container lid sets.'

Soojung Kim, head of the Frequent Life Team, is introducing the '万能料理杯 (万能YoriCup)'. Photo by Minji Lee.

This product is an upgraded version of the 'microwave single-serving ceramic cooking cup' launched at the end of 2021. Word spread that anyone could easily cook rice in just 15 minutes, and as a result, sales of the product grew by 200% year-on-year as of last year. After this success, Kim developed a variety of ceramic containers that could be used for multiple purposes without being limited to a specific type of dish. The product, released last September, gained popularity for its design on social media platforms, leading to a second reorder.

The secret behind this popularity lies in how Kim reflected her own experiences as a working mom during the development process. Kim explained that, after arriving home with her children after work, she would have to feed them without even having time to wash up, and this daily routine made her wish she could save even just 20 minutes. This led her to the idea of developing a container that would allow for easy and delicious microwave cooking, which expanded the product line from the single-serving ceramic cooking cup to the万能YoriCup. Kim said, "After becoming a working mom, I realized how hard it is to stand in front of a hot stove when you're tired," adding, "I also thought this would be an essential product for single-person households in their teens and twenties, which is why I decided to develop it."

However, the process of creating the万能YoriCup was not easy. While it usually takes about six months to launch a household product, this time it took eight months. This was because a lot of time was spent enlarging the cup to accommodate various types of dishes and perfecting the shape of the container. Even after finalizing the product design, Kim spent a month cooking three different dishes each week in the万能YoriCup to meticulously check for any inconveniences and to assess the taste of the dishes. Kim said, "Even outside of work, I shared feedback and experiences of using the万能YoriCup at home with my team members," adding, "By accumulating these recipes, we were able to provide万能YoriCup recipes to consumers as well." The dish Kim most recommends is eggplant rice.

Great care was also taken with the design. For example, the single-serving ceramic cooking cup released four years ago had a round lid handle, but this time it was made with a straight, angular design for easier grip. Because it is made of ceramic, unlike other microwave containers on the market, it is free from concerns about environmental hormones. Another advantage is that it can go straight from the kitchen to the dining table, making 'cook-to-table' possible. The Korean-inspired design also makes it suitable as an interior accessory. On blogs and social media, users have shared reviews of using the lid as a plate.

Kim is a household goods expert who has worked at JAJU for 13 years. In addition to the万能YoriCup, some of her major product developments include the 'Tantan Cleaning Brush' series and the 'Soft Singsing' airtight container. Both products are steady-sellers that are responsible for a significant portion of JAJU's household goods sales. Soft Singsing is an airtight container designed to keep food fresh for longer; Kim developed it after noticing that while some famous overseas containers preserve food well, they often lack airtightness. For the Tantan Cleaning Brush series, she developed a grout brush after observing that most brushes on the market had straight shapes, making it difficult to clean corners and resulting in poor durability.

She explained, "The most important thing in product development is to meet the 'unmet needs' that customers want but have not yet found," adding, "Reading feedback on various products on the market, including those from competitors, and trying them out myself to identify inconvenient aspects formed the foundation of my work."

Kim plans to continue introducing products tailored to Korean consumers. Last year, JAJU decided to undergo a renewal and announced plans to launch products with Korean elements that differentiate them from competitors like IKEA (Sweden) and MUJI (Japan). Korean elements include, for example, designing bathroom slippers with instep heights suitable for Korean door heights to prevent them from getting caught, or developing eco-friendly detergents using rice water to match Korean lifestyles. The target customer base will also expand from those in their 30s and 40s to include teenagers and people in their twenties.

Kim plans to launch a plastic万能YoriCup that does not release environmental hormones this summer. This product was conceived after noticing feedback from consumers who found the ceramic version too heavy. Other upcoming launches include acupressure slippers and detergents made from traditional ingredients. Kim said, "If many steady-seller products are created and my young daughter continues to use them as she grows up, it would bring me great joy," adding, "I also hope to contribute to establishing JAJU as a lifestyle brand that represents Korea."

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