A legacy-driven media platform documenting Korean excellence in culture, economy, and identity
By Jisoo Kim, Executive Editor
Photo by Han Sun
Collaboration Support: KOTRA
The home of aromatherapy, often hailed as "fragrance beneficial to the body," has traditionally been Europe, where products made from 'natural' substances gained early recognition. In Korea, the herb market, including aromatherapy, is a relatively new development. Despite this, a Korean SME, Herb Family, established 30 years ago, has garnered significant attention. The company has received accolades at major global consumer goods fairs, such as the 2015 German Ambiente Fair and the 2017 NYNOW Fair, drawing praise from buyers across Europe, the U.S., and Japan. With their unique ideas and self-developed new-concept diffusers, Herb Family specializes in OEM and ODM of scented candles. As of September 1, they are in the process of sealing contracts with major distribution channels, including Costco, America’s largest distributor. The magazine met with the key figure driving this remarkable success in the global market, Executive Director Jeon Yeon-Jae.
To interview Jeon Yeon-Jae, we visited the showroom at the KOTRA building in Fort Lee, New Jersey. As we entered the room, a gentle "Ah!" escaped our lips thanks to the delightful aroma filling the space. Numerous distinctive and diverse scents combined to create a truly mysterious ambience. With a warm demeanor and a perennial smile, Executive Director Jeon exchanged greetings with a nod and a welcoming expression.
Having immigrated just ten months ago, Jeon shared her initial surprise at encountering Mom & I magazine. "I'm now a 'rookie' immigrant in the U.S. (laughs). The language is tough, and cultural differences kept me on my toes. Discovering Mom & I boosted my confidence. Meeting buyers in this new environment was not easy, yet the reliable content in Mom & I helped me navigate this journey. I was delighted when I received the interview proposal and immediately accepted."
Despite playing a pioneering role in Korea’s aroma candle industry for over three decades, venturing into the U.S. required courage for Executive Director Jeon. Many questioned why she would leave her firmly established business base in Korea to tackle the new American market, especially nearing retirement age. However, Jeon was driven by a "dream" that went beyond financial gains, centering on "people."
"I was a special education teacher before entering the herb industry, working as an occupational therapist for children with autism. I’ve always gravitated toward helping those in need. The transition to focusing on 'healing' through aromatherapy reflects that desire."
Herb Family houses its own fragrance and design research centers. Their unique ‘Puck Candle,’ which blends color and aroma in a playful and functional way, has captured significant interest globally.
Jeon’s journey into aromatherapy began in 1987 when her father started planting herbs at an abandoned school in Jeju. Her challenges with severe rhinitis saw improvement as she assisted her father, sparking her interest in the therapeutic potential of herbs for students with disabilities. Obtaining certifications in aromatherapy and perfumery, Jeon pioneered research into natural fragrances.
Supported by KOTRA, Herb Family is establishing itself in the U.S., securing showroom and office spaces. KOTRA’s Jung Yun-Kyung expressed delight in becoming a fan of Herb Family’s products. Herb Family's dedication to “practical and decorative” fragrant systems aims to make aromatherapy both functional and aesthetically pleasing, appealing to international buyers.
Reflecting on 30 years in aromatherapy, Jeon is committed to working harder in the U.S. “I want to establish Herb Family as a globally recognized ‘good’ brand, ensuring customer happiness. This dream is dearer to me than any commercial ambition, and in pursuing it, I find my own happiness.”
Herb Family INC.
5th Floor, 2115 Linwood Ave. Suite 500, Fort Lee, NJ 07024
www.aronicadiffuser.com
Since rebranding from 'Dongseong Herb Farm' to 'Herb Land' in 1987 and later incorporating as 'Herb Family' in 1998, the company is making strides in the American market under the ‘ARONICA’ brand. The official U.S. sales launch is slated for 2018, with plans to accommodate American tastes by blending local fragrances into their offerings.
