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There is a place in Korea that introduces the Danish lifestyle.
When you enter the showroom and cafe located in Jongno and Seongdong-gu, Seoul, the fragrant Danish scent fills your nostrils.
CEO Ji-eun Lee, who fell in love with the taste of tea she drank while traveling to Denmark 10 years ago, decided to spread Danish culture. After establishing Edition Denmark, she has been introducing a variety of teas.
Recently, they are focusing on spreading Danish culture by introducing the Edition Denmark TEA set through the KT membership app, collaborating with life etiquette brand Heenok, and launching the Summer Night Limited Edition.
We met with CEO Ji-eun Lee and heard about the direction that Edition Denmark is heading.
Q: Introduce Edition Denmark.
-Edition Denmark is a brand founded by Danish Johan S. Fuglsbjerg and Creative Director Ji-eun Lee, and is introducing Danish products with three values: simplicity, best quality, and sustainability to Korea.
Q: What products does Edition Denmark offer?
-We offer premium teas from A.C. Perch's Tea House, a royal Danish tea brand, specialty honey from Danish beekeepers Dani Svikey, and specialty coffee from the Danish Roastery Coffee Collective. Along with excellent products, we aim to convey the value of Danish daily life, where people cherish meals and enjoy leisure at the dining table.
Q: How did Edition Denmark come into existence?
-It seems like all the good emotions I experienced while living in Denmark were condensed into the word "leisure." In Korea, I used to think that a busy life equated to a good life, but I realized that's not always the case. This significantly changed my attitude towards life. That's why I wanted to introduce Denmark's leisurely lifestyle to Korea, especially emphasizing the importance of the "dining table" in Danish culture. So, our slogan has been "Bringing Denmark's Leisure to Your Dining Table" all along.
Q. What is the power of Edition Denmark?
-I believe that a brand is created by solidifying the values and identity we want to convey and bringing together people who share them. So, not only do our customers purchase good quality products, but most of them also empathize with the values of sustainability, simplicity, and good quality. I believe that our sustainable food culture can change the world in a good direction. I think our greatest competitiveness is that we are creating the power to change.
Q. What are Edition Denmark’s future plans?
-We are preparing to go global. This is because the number of customers visiting our showroom and meetbore stores from all over the world is increasing, and more and more people are making inquiries online from overseas. So, this year, we knocked on the door of the ‘2023 Tourism Global Challenge Y&Bridge’ project hosted by global accelerator Y&Archer Co., Ltd. and received various support.
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