[ESG Start-UP in Seongsu⑦] NINETY PRODUCTION

The industrial sector is currently focusing on integrating various elements through IT-based Fourth Industrial Revolution technologies while also prioritizing ESG (Environmental, Social, and Governance) management. In this landscape, startups with innovative ideas are becoming key partners for businesses. The startups supported by Seoul Startup Hub Seongsu, which incorporate cutting-edge trends such as artificial intelligence (AI), augmented reality (AR), robotics, fintech, and biotech, are gaining recognition for their unique innovation and competitiveness. Despite a challenging investment climate, these startups continue to receive partnership offers from venture capital firms and large corporations.
In collaboration with Seoul Startup Hub Seongsu, this series, ESG Start-UP in Seongsu, highlights leading startups driving ESG innovation in the industry. 〈Editor’s Note〉

NINETY PRODUCTION is a startup founded this year by CEO Lee Somi, who has accumulated seven years of expertise in the beauty and fashion business both domestically and internationally through her personal ventures. This company is making waves by strategically targeting the East African market, particularly Tanzania. In collaboration with KOICA (Korea International Cooperation Agency), NINETY PRODUCTION is fostering a sustainable K-beauty and fashion ecosystem through local talent education programs.

Why focus on the African beauty and fashion industry?

Lee Somi: I majored in English and have always been interested in international business. From my first venture targeting the Chinese market, I realized the importance of building strong local networks. Considering factors such as language, population growth, urban expansion, manufacturing, and distribution costs, I determined that Africa presents significant business opportunities.

With the transition to a corporation this year, what are your key initiatives?

Lee Somi: Building on my seven years of personal business experience, I am currently focusing on exporting our in-house fashion and beauty brands. Additionally, we are strengthening our production base through a local fashion talent education program in collaboration with KOICA.

What achievements have you seen from your global expansion?

Lee Somi: First, we launched a casual fashion brand using Kitenge, a traditional African fabric, which has gained significant attention in the Korean fashion industry for its unique designs and colors. Simultaneously, we have been exporting our beauty products to Africa, where they have been well received.

Challenges faced before and after the pandemic?

Lee Somi: The pandemic underscored the importance of developing and distributing our own products, especially as many brands temporarily halted production. It also allowed us to accumulate valuable data on customs clearance, shipping, and logistics. However, establishing local production bases and securing reliable distribution channels remain ongoing challenges.

Thoughts on cross-industry collaboration?

Lee Somi: The popularity of K-content and K-products overseas is evident, as counterfeit products often emerge in response to high demand. We are expanding our partnerships by working exclusively with trusted local sellers to ensure the integrity of our products. I believe that both overseas marketing and countermeasures against counterfeit goods are essential to sustaining the global K-product boom.

What are the biggest challenges for your company?

Lee Somi: Continuous growth is imperative. We are actively expanding both direct and indirect networks while striving to enhance the market strength of our products. At the same time, we are focused on building a team of individuals who share our passion and vision.

Future aspirations or commitments?

Lee Somi: Rather than setting grandiose goals, we believe in taking a step-by-step approach to achieve our objectives. We find meaning in steadily accomplishing our set targets.