How To Build A Healthier Lifestyle With Hurom

Could you share the history of Hurom’s juicer development as a global pioneer in slow juicing?

Founded in 1974, Hurom began with a simple yet profound question from its founder and inventor, Chairman Young-ki Kim: How can we contribute to human health?

Despite abundant nutritional choices in Korea and worldwide, the prevalence of serious illnesses such as cancer, cardiovascular disease, and obesity continues to rise. We believed these health issues stem from nutritional imbalances essential for the body’s countless functions.

Consuming a diverse range of fresh fruits and vegetables is key to obtaining essential antioxidants, enzymes, and nutrients necessary for a healthier and longer life.
Hurom’s juicers were born from our commitment to finding a way for humans to fully absorb the rich nutrients of fruits and vegetables.

Hurom’s History

Hurom has been developing juicing technology for over 50 years and launched the world’s first vertical slow juicer in 2005. Could you share Hurom’s journey from a domestic manufacturer to a globally recognized brand?

After years of dedication to creating products that enhance human health, Hurom invented the world’s first screw-based vertical slow juicer in 2005 and launched its first product in 2008.

With its groundbreaking technology and growing global awareness of healthy living, Hurom rapidly expanded beyond Korea, achieving explosive international growth.

Despite challenges, Hurom experienced a resurgence yet again as the COVID-19 pandemic reignited global focus on health, reaffirming that sustained growth must be driven by our unwavering commitment to health and technological innovation. By staying true to our founding purpose, we introduced the next generation of slow juicers—designed for more frequent and convenient use with cutting-edge innovations for a healthier lifestyle.

For half a century, Hurom has remained committed to technological excellence and health-focused innovation. Today, we have sold over 12 million slow juicers across 80 countries, with total revenue exceeding 2.18 trillion KRW, cementing our status as a global leader in juicing technology and healthy living.

Moving forward, Hurom will continue to innovate and dedicate itself to enhancing human health worldwide. Our journey will be guided by technological advancements and a commitment to health as our core brand value.

As Hurom has successfully expanded into international markets, what challenges and opportunities did you face in exporting your brand?

Global expansion presents undeniable opportunities, but the journey is never easy. There is no one-size-fits-all approach to global business. For us, it all started by participating in an exhibition in Chicago, United States—a pivotal moment where we engaged with buyers and explored potential markets.

Along the way, we encountered numerous setbacks, but each challenge refined our strategies and approach.

Unlike other giant corporations, we had to be strategic and agile. Rather than solely relying on a B2B model, we focused on direct consumer engagement in each market. Localization was key—understanding each country’s unique consumer needs and adapting accordingly.

This led us to prioritize B2C over B2B, as direct consumer interaction fosters trust and credibility.

Localization surely comes with significant challenges. It requires continuous investment, but we firmly believe that the best way to enter a market is through the people who live there.

No matter how much expertise we have in Korea, local cultural and consumer insights are essential. That’s why we established overseas branches in our key markets and committed to a direct consumer strategy.

The journey was not without difficulties—we faced failures along the way. However, with persistence and continuous effort, we achieved a significant success in our key markets. While technological innovation is crucial, what truly sets us apart is our unique approach to localization and consumer engagement.

Hurom H70

Given your experience with localization and brand development, which market aligns best with Hurom’s brand vision and emotionally resonates with consumers?

We have established a strong presence in Korea and built solid footing in China, the United States, and Europe.

North America and Europe are our long-term priorities. Rather than competing directly with large multinational brands, we carefully select our target markets.

Before entering a new market, we assess multiple factors, with localization being the top priority. Given the number of juicer manufacturers worldwide, Hurom needed to clearly define its brand identity to differentiate itself.

Our mission is to promote a healthier lifestyle. We are passionate about health, and our goal is to create a healthier world. This is not just a marketing slogan—it is the foundation of everything we do.

This philosophy extends beyond our products—we prioritize employee well-being as well. We provide comprehensive wellness programs and benefits, ensuring that our team embodies the healthy lifestyle we advocate.

Do you believe Korea is recognized as a global pioneer in health, wellness, and lifestyle innovation?

From my experience traveling to various countries, I've found the global market to be highly competitive, with many well-established brands—particularly European ones—holding strong brand equity.

However, Korean companies possess immense growth potential, driven by cutting-edge innovation. To compete on a global scale, we must continue strengthening our brand influence.

One of Korea’s greatest strengths is its ability to specialize in key technologies. Take InBody, for example—a company dedicated to body composition analysis. Their unwavering focus on a single core technology has positioned them as a global leader. Similarly, many Korean brands thrive by refining their expertise, establishing themselves as dominant players in their respective industries.

Hurom’s slow juicers use low-speed extraction. Could you explain how the technology works?

Hurom’s slow juicing technology was born from a fundamental question: How can we consume the full nutritional value of fruits and vegetables in most natural way possible?

With this question in mind, we explored various juicing methods. We hypothesized that instead of crushing ingredients at high speeds, a slow extraction process would better preserve nutrients. This hypothesis proved correct, leading to the development of slow juicing technology.

Unlike high-speed juicers, which generate heat and oxidation, Hurom's slow juicers operate at low temperatures and speeds, preserving essential phytonutrients, antioxidants, and enzymes.

Instead of using blades, we developed a screw-based pressing system that gently squeezes juice at at low temperatures and speeds. For durability and safety, our screw component is made from Ultem, a high-performance, FDA-approved, eco-friendly material known for its strength and longevity.

Hurom is more than a home appliance brand—it is evolving into a holistic health brand. How do you reinforce Hurom’s identity as synonymous with health?

This is a great question, but also a challenging one. Today, many companies use "health" as a marketing buzzword. Since our founding, Hurom's mission has always been to promote better health by encouraging greater fruit and vegetable consumption. Our top priority is demonstrating our genuine commitment to health, rather than using it as a mere marketing strategy.

Under the vision "Your Health, Our Priority," we integrate health into every aspect of our company—from product development to marketing, sales, and corporate culture.

When people think of health, many brands may come to mind. However, my goal is for Hurom to be instantly recognized as a company that is truly dedicated to improving people's well-being.

What drives Hurom’s continued growth, and what is your long-term vision?

Our original goal for 2023 was even more ambitious, but market conditions in Korea impacted our performance. That said, our long-term goal remains bold—1 trillion KRW in revenue within the next 3 to 5 years.
Two key factors will drive this growth:

1. People. Our employees are greatest strength. Through past challenges, many have remained resilient, shaping Hurom's journey together. Their dedication fuels my confidence in our future.
2. Technology and experience. Being a market leader isn't just about having the most advanced technology—it's about having unparalleled experience.

Hurom has sold more slow juicers than any other company, giving us an unmatched wealth of real-world data. Just as brands like Mercedes-Benz and BMW continuously refine their vehicles through extensive data and experience, we leverage our expertise to improve our juicing technology. With rigorous quality control and deep industry knowledge, I am confident that we will achieve our vision.

Final thoughts—what message would you like to leave with global audiences about Hurom?

Hurom is not just a juicer company—we are a brand committed to enhancing health. Even if someone doesn't purchase a Hurom juicer, I sincerely hope they incorporate more fruits and vegetables into their diet. Because at the end of the day, our mission is to help people live healthier lives.

For more information about Hurom’s products, you can check their Amazon page.