Beyond the Bottle: Fostering Genuine Connections
Welcome back to the Innovative Business Visions Series, where we bring our alumni’s phenomenal entrepreneurship and innovation stories to you. Next in the series is Jaeook LEE, BBA in Global Business and Marketing (2018), Founder and CEO of Sooldamhwa.
When our alumnus Jaeook Lee reflects on his career journey, he credits the Hong Kong University of Science and Technology (HKUST) as the pivotal launching pad for his innovative venture into Korean traditional alcohol.
At just 31 years old, the South Korean entrepreneur has transformed the traditional alcohol industry, taking his startup, Sooldamhwa, from an ambitious idea to a $4.5 million revenue powerhouse. With a mission to redefine how people experience Korean traditional alcohol, Sooldamhwa stands out by focusing on fostering meaningful conversations rather than mere consumption. In 2023, he was further recognized in the Forbes 30 Under 30 Asia list, highlighting his significant impact on the industry.
Operating with a lean team of 15 employees, Sooldamhwa has already achieved international success, exporting its products to the United States, Hong Kong, Singapore, and Canada. Plans to expand to ten more countries by year's end reflect the company's rapid growth and global ambitions.
A Launchpad for Innovation
Graduating from HKUST Business School in 2018 with a BBA in Global Business and Marketing, Jaeook describes the university as a "breeding ground for innovation."
"Even in that challenging environment, there were so many opportunities that helped bring this venture to life," he shares. "I didn’t have direct F&B exposure, but I made the most of what I had."
One of the defining moments of his journey occurred during an exchange program in Mexico, organized by the School. Jaeook took the initiative to host a Korean cultural event, an experience he now calls pivotal in shaping his career path.
"I reached out to the Korean Embassy, saying I wanted to organize a Korean food cultural event at the school," he recalls. The event drew over 200 local students and proved to be a resounding success. "That was the moment I realized I wanted to pursue something in the F&B world," he says.
Learning Beyond the Classroom
Jaeook attributes much of his entrepreneurial success to HKUST's distinctive approach to education.
"Professors didn’t teach us tools explicitly; they gave us problems to solve on our own," he notes. "That method taught me how to learn from scratch, which is a critical skill in the entrepreneurial world."
His passion for cultural connection also began during his time at university. While cooking for international friends, he discovered the joy of sharing Korean food.
"I felt so fulfilled seeing my foreign friends enjoy Korean food," he says. "That sense of accomplishment was something I’d never felt before."
Redefining Success
As Jaeook's journey progressed, so did his understanding of success.
"My definition of success now is continuation," he explains. "It’s not about achieving a financial milestone; it’s about finding work that provides genuine fulfillment."
He advises aspiring entrepreneurs to embrace constraints as opportunities, seek cross-cultural experiences, and develop a holistic view of success.
"True value lies in pursuing something you’re passionate about," he says. "It’s not about materialistic achievements but finding a deeper sense of fulfillment."
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Left: Jaeook deeply cherished the rich cross-cultural experiences and lasting friendships formed during the four years of study at HKUST Business School.
Right: The pivotal moment that inspired Jaeook to pursue a career in the food and beverage industry was sparked by hosting a Korean cultural event in Mexico.
Empowering Future Leaders
For current HKUST students, Jaeook offers a powerful piece of advice: "I spent so much time doing homework, but only a fraction of that time thinking about what I truly wanted to do in life. I encourage my hoobaes to spend more time contemplating and discovering their true aspirations, as even a small portion of that time would be incredibly meaningful. After graduation, finding that time becomes much harder."
He challenges students to think beyond conventional definitions of success. "Fulfillment comes from pursuing what you genuinely care about," he stresses. "Build a life centered on values, not materialistic goals."
Jaeook Lee’s journey from a university student to an international entrepreneur offers a compelling blueprint for success. His story highlights the transformative power of passion, strategic thinking, and perseverance. For future leaders, his advice is clear: embrace opportunities, stay curious, and never stop exploring your potential.
