A Study of a K-Beauty Startup, “ohora”: From Fingertips into the World with Ideas and Passion
- writer
- admin
- date
- 2024-08-30
- category
- Ongoing Research
- view
- 95
- author
- Park, Dain
Projects & Statistics
Many local startups building on fresh ideas and innovative technologies have recently been founded to boost the spirit of challenge. The startups have cultivated capabilities to combine various technologies, crossing business borderlines. As a result, they have continuously advanced into global markets with K-DNA embedded, producing tangible results.
GlluGa, a local startup equipped with distinctive ideas and unrivaled technological prowess, has successfully launched DIY gel nail kits called ‘ohora’ in Korea and has effectively broken into global markets. Against this backdrop, this study aims to analyze the business case and look into K-entrepreneurship, the main pillar of the global market penetration. Founded by university students in 2015, GlluGa has established a significant international presence, including in Singapore and the US, by 2024, through branding and collaborations tailored to the specific needs and preferences of its clients. It is also strengthening its international business strategies to enlarge the share of its global sales to 80% or more. In other words, based on small but unique ideas, GlluGa has made impressive inroads into world markets, creating solid results. In light of these situations, this paper is designed to figure out how the startup has promoted K-entrepreneurship and to enable local and international students to learn invaluable lessons.
