Small and Medium-Sized Enterprises (SMEs) in South Korea often face numerous challenges when embarking on a digital transformation journey. Choo Yeon-gyu, chief executive of Doorae Food, the company behind Doorae Jokbal, is one of those individuals who encountered these hurdles. He shared his experience, saying, “When Covid-19 hit and times got tough, my father decided to pivot to digital, and I decided to help. But I did not know where to start.”

Choo’s concerns ranged from figuring out where to source packaging materials for product deliveries to grappling with the complexities of transitioning to an online business. That’s when he turned to Sodam Square for assistance.

Sodam Square is an infrastructure facility operated by the Small & Medium Business Distribution Center, designed to support the online presence of small businesses. SMEs can utilize the specialized equipment and workforce available at Sodam Square for tasks such as product image photography and live commerce at no cost.

To build a fundamental knowledge about online sales and marketing, Choo attended the educational programs offered by Sodam Square. Through the product planning (MD) consulting provided by the center, he was able to address the various challenges he was encountering as a seller.

Through Sodam Square, Choo also became aware of the center’s support programs for small businesses’ online sales channels. This led to his participation in various online sales support initiatives, including detailed page creation, live commerce, and home shopping support. It marked a turning point for his company, which had no previous online sales experience, to begin full-fledged online sales operations.

Choo remarked, “I learned that finding the right target in the online market is crucial,” adding, “with the assistance of the Small & Medium Business Distribution Center, I transformed from a online sales novice to a promising company achieving 3 billion won ($2.23 million) in online sales.”

As the CEO of Doorae Food, Choo is continuing the family business by operating two mainstay products: jokbal (pig’s trotters) and pyeonyuk (pressed boiled beef slices). His plan involves sourcing better raw materials and enhancing product design to elevate consumer satisfaction.

By Lee Sae-bom and Minu Kim

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