[Next K-Startup] Energy Drinks Now Trending with 'Zero' Versions

Lee Jung-woo, CEO of Nutropic Lab, "Development of Nutropic Energy Drink"
"Enhancing Brain Function with a Safe and Healthy Beverage"

Editor's Note26 to 1. This is the competition rate for the first accelerating program of Next Elevation, a startup accelerator established by Asia Economy. Over 130 startups from various fields applied, and 5 startups were finally selected. The competition is still ongoing. Startups selected as outstanding companies during the 3-month program can receive up to 100 million KRW in investment. Next Elevation plans to continue with follow-up investment attraction through a demo day scheduled for December. The curtain has already risen on this heated competition. Given the fierce competition, the ambitions of the 5 startups are extraordinary. We visited the site where the forging for innovation is in full swing.

Lee Jung-woo, CEO of Nutropic Lab. Photo by Younghan Heo younghan@

"We will supply consumers with a healthy energy drink free of sugar, artificial sweeteners, preservatives, colorants, and carbonation."

Lee Jung-woo, CEO of Nutropic Lab, said, "Existing energy drinks with high caffeine content cause addiction and tolerance, reducing their effectiveness over time." Nutropic Lab is a newly established startup producing 'Pure Focus,' a 'nootropic' energy drink rapidly growing in Silicon Valley, Ivy League circles, and Wall Street. The term nootropic combines the Greek word Noo, meaning 'mind,' and Tropic, meaning 'to awaken.' It refers to substances that enhance brain function, improving concentration, cognition, memory, and relieving tension.

Lee, who majored in business administration and built a career in domestic and international finance and hotel industries, describes himself as a 'health hypochondriac.' He takes nine supplements daily and subscribes mostly to health-related YouTube channels. One day, he encountered the substance nootropic in a YouTube video. He tried to purchase it through overseas direct purchase but was rejected because some substances are not yet approved in Korea. Lee said, "Having witnessed the zero-calorie trend and aspartame controversies in the alcohol and food & beverage industries recently, I thought the energy drink market would soon experience similar trends. To develop our own healthy nootropic drink without addictive or illegal ingredients, I founded the company in June last year."

Nootropic Lab's nootropic energy drink, Pure Focus.

To develop a nootropic drink that aids studying and work performance, Lee visited Seoul National University's technology holding company, established with investment from the university's industry-academic cooperation foundation. He was introduced to Babsnu, a food and health supplement company invested in by the holding company, and explained his nootropic drink development plan in detail. Initially, there was some skepticism due to Lee's lack of expertise in the field. However, his confidence and sincerity moved them. Thus, 'Pure Focus,' known as the 'Seoul National University drink,' was born in November last year. At launch, it achieved a 5784% funding rate through Wadiz crowdfunding.

Pure Focus contains patented substances owned by Seoul National University. Its taste is similar to Pocari Sweat. It includes pine needle extract, Eucommia ulmoides bark extract, and ginkgo concentrate, which help improve memory and cognition and prevent neurological diseases. It also contains vitamin C, B6, taurine, L-theanine, and bilberry concentrate, which help relieve stress-induced tension and eye fatigue. Lee said, "The first product, Pure Focus, targets students preparing for exams or employment, and we plan to expand the customer base to office workers in the future." He added, "The next product will include substances that increase effectiveness with long-term use to encourage subscription." Pure Focus has sold about 200,000 units in 11 months since its launch.

Nutropic Lab collaborates with data commerce company Next Player to market primarily through its own online mall and Naver Smart Store. Last month, it also entered Coupang. Offline store placements are gradually increasing, including school cafeterias such as Seoul National University and Daewon Foreign Language High School, study cafes, department stores, and cinemas.

They also plan to actively explore overseas markets. The global nootropic market was valued at $10.7 billion (about 14 trillion KRW) in 2021 and is expected to grow annually by 14.8% to reach $33.9 billion (about 44 trillion KRW) by 2030. Lee is focusing on Japan among Asian markets, which are still in the early stages. The goal is to start sales online within the year and later supply to major convenience stores in Japan. Lee said, "Japan has as intense an educational zeal as Korea and a significant energy drink consumption. We will expand our presence in Japan and other Asian markets to become the number one nootropic brand and change the paradigm of energy drinks."

Lee Jung-woo, CEO of Nootropic Lab. Photo by Younghan Heo younghan@