Hub Eyewear 'Plasta' Sets New Standard in Eyewear Industry with Precision Dual Injection Technology

Hub Eyewear Co., Ltd. opened new possibilities in the South Korean eyewear industry by launching ‘PLASTA,’ a specialized eyewear frame brand incorporating precision double injection technology.

Since then, the company has actively operated in domestic and international markets by releasing the ‘Vintro’ and ‘Urbanest’ series, as well as the children’s specialized brand ‘WEWE.’ Currently, PLASTA meets consumers at major domestic optical stores and chain stores, and has established itself as a global brand by exporting to 12 countries.

We met with Yoon-ki Hwang, CEO of Hub Eyewear Co., Ltd., to discuss PLASTA’s unique technological capabilities, brand philosophy, and its challenges and achievements in the global market. CEO Hwang passionately shared PLASTA’s vision and future plans, aiming to set a new standard in the South Korean eyewear industry.

CEO Hwang stated, "PLASTA aims to set a new standard in the South Korean eyewear industry through unique technology and sophisticated design." PLASTA’s slogan, ‘Reflections of You!’, aspires to create eyewear that uniquely expresses the consumer’s individuality. PLASTA’s message, emphasizing ‘your own leisure’ while ‘breathing with the city,’ ‘coexisting past and present,’ and ‘every moment of daily life,’ is conveyed through various series. The children’s brand WEWE centers on the value of ‘healthily maintaining children’s dreams and hopes,’ offering comfortable and safe eyewear under the slogan ‘Draw a beautiful dream.’

CEO Hwang emphasized, "Our brand wants to be remembered not just as a seller of eyewear, but as a partner that enhances consumers’ quality of life." Accordingly, PLASTA focused on establishing its brand identity by participating in the 2019 Korea Eyewear Industry Advancement Project.

Initially, the lack of a clear brand direction and low recognition in the global market were challenges. To overcome these, comprehensive branding efforts were undertaken, including brand diagnosis, webpage development, SNS channel establishment, and e-catalog production. Additionally, based on the Vintro and Urbanest series, PLASTA diversified its markets through overseas exhibitions and consultation meetings, laying the foundation for entry into North American and Asian markets. CEO Hwang said, "The Korea Eyewear Industry Advancement Project played a decisive role in helping our brand establish a clear identity and gain competitiveness in the global market."

Since participating in the project, PLASTA has successfully shifted its sales structure from OEM-centered to brand sales. Last year, brand sales accounted for over 70%, and the company expanded its international presence through signing an MOU for entry into the Chinese market and developing new series. In particular, participation in overseas fairs and online marketing greatly contributed to attracting younger customers and expanding communication with global consumers.

To promote PLASTA’s value in more markets, the brand is refining its products by integrating new technologies and upgrading existing ones. In 2025, PLASTA plans to focus on entering the Chinese market starting with the Shanghai exhibition and aims to develop Europe-specific products over the next two years. The goal is to strengthen brand loyalty and establish PLASTA as a premium eyewear brand representing South Korea.

CEO Hwang concluded, "Our goal is not simply to sell products but to become a trusted global brand through sincere communication with consumers. Please look forward to the changes PLASTA will bring about in the future."