YLP International, A Premium Tea Brand Revitalizing Local Specialties from Depopulating Regions

Gyumin Eom, CEO of YLP International

-Transforming Local Heritage: Discovers raw medicinal herbs and tea leaves from shrinking rural areas—such as Jecheon, Hadong, and Muju—and reimagines them into the premium brand ‘SHIMPRESSO.’

-Premium Localization: Aims to elevate the value of undervalued Korean food masters into luxury offerings while building a sustainable co-prosperity model with local farms through integrated online and offline distribution.

-O2O Synergetic Model: Operates the ‘SHIMPRESSO Tea House’ as a brand experience showroom to gather consumer data, which is then utilized to optimize online product lines.

YLP International is a local tea commerce enterprise dedicated to breathing new life into traditional specialties from regions facing the threat of depopulation. Under the vision, “Translating the fading vitality of local regions into the trendiest language of the contemporary era”, the company identifies raw materials from rural areas like Jecheon, Hadong, and Muju to create its premium flagship brand, ‘SHIMPRESSO.’ The company was founded in January 2026 by CEO Gyumin Eom.

“We operate the ‘SHIMPRESSO Tea House,’ an offline brand experience space near Kyung Hee University”, said CEO Gyumin Eom. “Our core objective is to luxury-brand the craftsmanship of undervalued Korean food masters through integrated distribution and to establish a win-win structure for local farming communities.”

The company’s business model is built on two primary pillars. The first is the ‘SHIMPRESSO Tea House’ showroom. Rather than a conventional cafe, it serves as a space where consumers can indirectly experience the origins of local specialties. It offers beverages and desserts that provide a modern reinterpretation of raw materials—such as Achyranthes (Wooseul) tea, Astragalus (Hwanggi) tea, and Schisandra (Omija) tea from Jecheon, as well as green tea from Hadong—all cultivated by local masters.

The second pillar is the online distribution lineup. YLP International sells products tailored to modern lifestyles, including tea bags, tea capsules, blended teas, and liquid concentrates, through its official website and Naver Smart Store, while also handling B2B corporate gift sets.

YLP International maintains three distinct competitive advantages. First is the high barrier to entry in its supply chain. The company has established direct contracts and trade structures with farmers and masters in depopulating regions, securing a raw material supply chain that is difficult for competitors to replicate. Through these partnerships, the company has already completed prototype development and recorded a cumulative revenue of 100 million KRW.

Second is the branding strategy that merges ‘Artisanal Storytelling’ with ‘Geographical Indication’. By adopting a premium local brand strategy—similar to those seen in Japan and Europe—that highlights the specific origin and the master behind the product, SHIMPRESSO has secured a market position based on narrative and trust rather than price competition.

Third is the Kyung Hee University network. Both the CEO and the Director are alumni who served as student body presidents, providing high accessibility to campus distribution channels and communities. Notably, the company's Director is a certified traditional tea sommelier who previously achieved a 930% funding goal on Wadiz, validating the team's expertise in both product development and distribution.

“Our revenue stream is diversified into three areas: in-store beverage and dessert sales (30%), online product sales (50%), and B2B corporate gift sets (20%)”, Eom explained. “In the long term, we plan to expand into wellness packages for hotels and corporations. Ultimately, we aim to scale up through the franchising of ‘SHIMPRESSO Tea House’ between 2027 and 2028.”

Global expansion is also underway. Following participation in the Korea Business Expo held at COEX Magok, the company conducted consultations with nine teams of international buyers and is currently discussing export and cooperation plans with three overseas firms.

Regarding future plans, Eom stated, “We have a clear three-year roadmap. In 2026, we will focus on the stable operation of our first SHIMPRESSO Tea House to build brand awareness and perfect our O2O sales structure.”

Established: January 2026
Core Business: Operation of the local specialty-based premium tea brand ‘SHIMPRESSO’; offline tea house showrooms; online distribution (tea bags, capsules, etc.); B2B gift set supply.
Key Achievements: Achieved 100 million KRW in cumulative revenue (via partners). Completed SHIMPRESSO trademark registration. Conducted consultations with 9 teams of international buyers at the Korea Business Expo (3 deals currently under negotiation). Achieved initial monthly revenue exceeding 10 million KRW. Signed 3 MOUs with local farms and rural enterprises in depopulating regions.

reporter jinho lee
jinho2323@hankyung.com