Geumjin Launches Bid for Overseas Luxury Hotel Market with 'K-Wallpaper'

Overcoming Domestic Market Stagnation, Geumjin Sets Sights on Southeast Asia Exports
Product Competitiveness Driven by Synchronization Technology, Flame Retardancy, and Durability
Jinhyun Kim Focuses on Talent-centered Management and Steadfast ESG Practices

"Just like K-Beauty and K-Fashion, 'K-Wallpaper' will also make its mark."

Jinhyun Kim, CEO of Geumjin, made this statement on the 21st at a press conference organized by the Korea Association of Innovative Small and Medium Enterprises (Innobiz Association), as he revealed plans to expand exports next year. The company aims for sales of 5 to 6 billion won in the first year, and 30 billion won by 2030, four years from now. Kim recently visited Vietnam and confirmed both the rising preference for Korean products driven by the Korean Wave and high demand for wallpaper. He added that he is currently preparing sample books to present to clients in this market.

Jinhyun Kim, CEO of Geumjin, explained smart manufacturing innovations including automatic packaging at the Geumjin production plant located in Cheongju, Chungbuk on the 21st. Innobiz Association

The decision for Geumjin to pursue exports stems from the sluggish domestic construction market and declining demand for interior products. Until now, Geumjin has supplied wallpaper for the interior business of LX Hausys and for GS Engineering & Construction’s apartment projects both in Korea and abroad, achieving sales of 18.9 billion won last year. However, the company has determined that relying solely on the domestic market limits further sales growth. The persistently high won-dollar exchange rate, remaining above 1,400 won, has also provided additional justification for exports.

Since last summer, Geumjin has been formulating a concrete export strategy through internal strategy meetings. The first target markets are Hong Kong and Macau. In particular, Macau is home to many casino hotels where indoor smoking is permitted, guests tend to stay for extended periods, and the humid maritime climate means wallpaper is completely replaced every three to five years. Geumjin plans to focus on capturing this premium hotel wallpaper market first.

Eco-friendly Flame-retardant and Synchronization Technology... Geumjin’s Competitive Edge

Geumjin’s competitive advantage lies in its eco-friendly production technology and product durability. The company manufactures PVC silk wallpaper, commercial (hotel) wallpaper, carpet tiles, and recycled decking. In 2007, Geumjin became the first in Korea to mass-produce eco-friendly wallpaper using water-based ink and non-phthalate plasticizers. The company has acquired the eco-friendly HB mark for wallpaper and the American ASTM (flame-retardant certification).

Elbonita Classic Style and Modern Style, products manufactured by Geumjin. Innobiz Association

Synchronization technology is also considered one of Geumjin’s core strengths. This precision process technology matches printed patterns and embossing within a margin of error of less than 1 mm, and is used to replicate the texture of natural wood and stone. Geumjin President Kukyong Kim explained, "German products have a margin of error of about 2 cm, but Geumjin has dramatically reduced this, achieving about ten times higher precision." The highly scratch-resistant, flame-retardant silk wallpaper, which does not get scratched even by pet claws, is expected to see growing demand in line with the global increase in pet-owning households. This wallpaper is also in high demand for large accommodation facilities such as hotels and condominiums, providing Geumjin with new opportunities.

To further strengthen production competitiveness, Geumjin is also pushing for smarter manufacturing processes. The company was the first in the wallpaper industry to introduce an automatic packaging robot system, automating the packaging process, and has converted all manufacturing processes to a digital basis, enhancing quality consistency and production efficiency. Thanks to these manufacturing innovations, Geumjin received the Exemplary Smart Factory Manufacturing Innovation Company Award in 2023 and the National Quality Management Silver Tower Order of Industrial Service Merit in 2024.

Talent-centered and Community Coexistence ESG Management

Geumjin also places talent-centered management and ESG (Environmental, Social, and Governance) practices at the core of its corporate values. The company continues to expand its welfare programs, including a performance-sharing system, support for employees’ children’s education and housing costs, and overseas training with employees’ families, building an organizational culture with the goal of becoming "a company everyone wants to join." Kim’s management philosophy was recognized in 2018 when he was named one of the "Top 10 Most Respected Small Business Entrepreneurs in Korea" by the Ministry of SMEs and Startups.

On the 21st, an employee at Geumjin explained the process of producing eco-friendly wallpaper at the Geumjin manufacturing plant in Cheongju, Chungbuk. Photo by Ho-Kyung Choi

Additionally, Geumjin donates about 100 million won annually to social organizations and continues to participate in community initiatives such as the "One Company, One River Love Campaign" and "Habitat for Humanity." Kim stated, "Geumjin’s goal is to achieve sustainable growth through eco-friendly technological innovation and to create a virtuous cycle in which employees and the local community develop together. Based on continuous innovation, we will grow into a global interior specialist leading the future."

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