Achieved 620 million in funding with Korea’s last “White Jade”! Ok Sanbaek Shares His Brand Startup Know-How
Updated: November 11, 2026
It's helpful for people like this
- a person preparing to start a brand after leaving the company
- Who wants to know how to start a brand and know-how
- Anyone looking for a differentiated start-up item
Oksanbaek, a brand that introduced domestic white jade as a modern jewelry, achieved 620 million won in Wadiz's first funding. CEO Choi Ji-won, who made Oksanbaek, started his business after leaving the company, but the process was not smooth from the beginning. After many attempts and considerations, I created my current brand. In the first episode of the making note, we looked at the vivid start-up know-how gained by bumping into Choi Ji-won from the moment he decided to start a business to making the current Oksanbaek.
Summary of Oxan Bag Core Performance
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funding period
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the amount of money offered
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Number of supporters
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Number of notification applicants
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2026.09.01~10.02
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620 million won
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5,000 people
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5,891 people
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the first start-up that started penniless after leaving the company
Q. Hello, Maker! Please introduce yourself
Hello, I'm Choi Jiwon. We run Oksanbaek, a brand that creates Korean wellness culture with Korean white jade.
What does oxan white mean?
The name 'Oksanbaek' has the meaning of jade, mountain, and hundred characters. In particular, 'back' was taken from an expression used with a name at the end of an old letter. Like the meaning of humility that lowers oneself and raises others, I expressed my desire to deliver our products and services to our customers in a good mood.
Q. How did you decide to start a brand for the first time?
Originally, I worked for an IT commerce platform and a marketing agency. I wanted to launch my own brand one day, but I didn't have a chance to do it. Then, I found a start-up item on a seven-month trip around the world with my husband after leaving the company. Watching small cities in various countries unravel local stories with products and contents, I thought Korea could do enough. That's how my desire to create a brand that promotes the hidden values of Korea led to my start-up.
Q. How did you start your first business?
When I came back from the trip, my bank account was negative. However, if I delay it further, I won't be able to start, so I set a goal to start Wadiz funding unconditionally within 2023. Since we started with no capital, the first product was composed of a single gift package by collecting good brand products from all over the country. I found a way to do it without a big initial fund.
Q. What was the outcome of the first round of funding that started like that?
I raised about 15 million won. It was a huge success for me because it was my first funding challenge without the products made by the brand. However, the actual operating profit was minus 3 million won. At that time, we couldn't properly calculate VAT or package production costs. Still, I think it's still my first meaningful success because it was an experience of developing my idea into a real business and making an outcome of 15 million won without anything.
Oksanbaek was born based on the experience of his first start-up
Q. How did you continue to start a business after that?
There was still a lack of start-up funds, so I had no choice but to look for government-funded projects. Thankfully, I was selected as a preliminary start-up package and received about 40 million won in subsidies. Looking back now, the business plan at that time was lacking a lot. Nevertheless, I think we were able to be selected because of our experience in putting ideas into practice as a real business through Wadiz's first funding.
Q. What challenges did you have with the government funding?
The first product I developed as a grant was Onggi Salt. Taking the idea from the mischief pollack, which was popular as a housewarming gift at the time, we created a new gift product using Korean materials such as Onggi and salt.
But as I continued my business, I felt limited. It is not a product that is often repurchased, and it is difficult to mass-produce and the cost is high because it is manufactured manually. I realized that it was difficult to capture both the completeness and profits of the product, so I started thinking about new start-up items.
Q. How did you find the current brand item, Baekok?
I was usually interested in hidden local cultures and stories in Korea, so I used to look for related materials or meet people. Then I learned about Chuncheon's Baekok Mine. In Korea, I am a special white jade, and the once active mine is on the verge of disappearing from people's attention. It was a pity that Korea's precious resources were forgotten. I wanted to let more people know the value of white jade.
Q. What brand did you want to create with white jade?
After going through the previous trial and error, I thought I should do business in a field I know well and like. It had to be a product that could create value at the same time. After thinking about it, I connected Baekok with the beauty and wellness field that I was always interested in. The first product was jade soap, and I focused on developing it throughout the year.
The wellness I want is the time and experience to focus on me. As it is a gemstone with the meaning of protection and purification of jade, I wanted to create a brand that conveys comfort and positive energy to people beyond the function of the product. That's how the brand started is 'Oxanbaek'.
Oksanbaek, which was born after many challenges,
From the first funding to reaching 620 million
CEO Choi Ji-won made the current Oksanbaek based on his know-how gained through various worries and attempts. Since then, Wadiz has achieved 620 million in its first funding, proving the brand's potential. How did an early brand that was just starting out produce this billion-dollar performance? Check out the "Making Note" interview video of Oksan Baek's own success know-how accumulated through direct encounters, from the marketing method of making Oksan Baek to the funding strategy that led customers to their choices.
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