A legacy-driven media platform documenting Korean excellence in culture, economy, and identity
Interview by: Gabi Choi (Editor)
Preparing any discussion about South Korea's renowned matchmaking company, SUNOO, naturally includes its pioneering CEO, Woong-jin Lee. Founded on a loan of 10,000 won borrowed from a childhood mentor, Lee transformed a nascent idea into South Korea's leading matchmaking enterprise over 26 years. His innovative approach and forward-thinking mindset have not only created a new paradigm in marriage culture but have also inspired countless young individuals today. By bringing traditional Korean matrimonial values into the digital realm, Lee has facilitated over 30,000 partnerships in Korea and 1,200 in the U.S. and Canada. In our interview, Woong-jin Lee shares his insights from decades at the leading edge of matchmaking.
"SUNOO, meaning 'good meeting,' was named by my mentor Dong-il Kim, who provided invaluable assistance in founding the company. Established in 1991 as a marriage information and matchmaking firm, SUNOO has grown exponentially over 26 years. Beginning this venture while confronting parental objections, I pursued my vision relentlessly and created what SUNOO is today. Dedicating oneself entirely to a single, passionate pursuit is deeply fulfilling."
"Before SUNOO, the concept of a matchmaking service was non-existent. While operating a book rental business at 22, I held events that inspired the matchmaking idea. Society at the time didn't permit straightforward dating. Therefore, I conceptualized the 'couple manager' role, evolving it into today’s matchmaking firms."
"Starting in LA in 2003, we gradually extended our reach to Seattle, Vancouver, Toronto, and New York, building a presence abroad over 14 years. The demanding nature of modern life leaves little room for meeting potential partners, a challenge evident in the U.S. Therefore, we expanded globally, enhancing both English and Korean-language services."
"Despite changing times, Korean marriages remain family-centric, with substantial emphasis on family background and relations. Conversely, the U.S., driven by individualism and often linguistic generation gaps, focuses on personal capability and attributes in choosing a partner."
"Dating norms shift every two decades. Previously male-dominated, dating is now increasingly female-led. Although parental influence on marriage has waned, financial stability persists as a crucial criterion in partner selection. Men still value beauty, but professional competence is increasingly prioritized, while women now seek warm, considerate male partners."
"My wife was a member of our matchmaking service and had participated in several meetings before we married. Supporting me through personal challenges, her kindness led me to propose."
"In the mid-90s, assisting a Mongolian family resulted in such rewarding outcomes, evidenced by their heartfelt hospitality during my subsequent visit. Another interesting case involved an employee marrying a member against company rules, highlighting the intrinsic allure of matchmaking."
"Some singles struggle to build relationships, often due to misplaced focus or external interference. One man declined over 400 matches, finding faults in every woman. Overly involved parents or financial disputes also pose hurdles. Sadly, modern couples often give up too easily compared to previous generations."
"SUNOO boasts high employee satisfaction levels. The creation of the 'couple manager' role remains a milestone. Previously bound by annual fees, our transition to a pay-per-meeting model better supports employee potential, improving customer service as a result."
"In March, we're hosting a singles party in New York, with similar events planned on the West Coast. Seasonal and creative events are also lined up to engage our North American clientele."
"Despite growing mentions of intentional singlehood, marriage offers emotional grounding and joy. While marriage is personal, seizing the right moment is vital, as one has the broadest choices during youth and health. I encourage readers to pursue fulfilling partnerships and achieve their marital aspirations."
Woong-jin Lee, CEO of SUNOO, transformed a revolutionary idea into Korea's first matchmaking firm in 1991. With further ventures into academia and media, he has continuously broadened SUNOO's scope globally.
For more about the global impact of Woong-jin Lee and his contributions to fostering meaningful relationships across generations and continents, we express our gratitude and anticipate SUNOO’s continued success.
