"Raised 700 Million KRW in One Month"... Two Men Quit Their Jobs to Make Birds [Corporate Lab]

'Birdie,' the Indoor Air Quality Monitor
Inspired by the Idea of the 'Canary in the Coal Mine'
90% of Life Spent Indoors?Air Quality Matters
50,000 Units Sold in 72 Countries

Editor's NoteSouth Korea ranks second in the world for corporate research and development (R&D) spending (2022) and fourth for the number of patent applications filed in the United States (2020). However, the annual average productivity growth rate of companies dropped significantly from 6.1% between 2001 and 2010 to just 0.5% between 2011 and 2020. This decline is due to the slowdown in productivity growth among so-called "innovative companies" that are active in innovation. Without change, companies risk being sidelined by the market. To help the industry revive its innovation DNA, we look at cases of innovation pioneered by leading global companies. Innovative companies will be the driving force to boost South Korea's stagnant economic growth rate.

"We spend most of our lives indoors, surrounded by poor air quality. It is a huge but invisible problem, and we believed a visible solution was needed. I happened to come across the old story of the 'canary in the coal mine,' and that's where the idea came from."

Hans Augustenborg, CEO of Birdie, shared this background in a recent written interview with Asia Economy, explaining how the indoor air quality monitoring product Birdie was created. Birdie is modeled after a small yellow-feathered canary. The invention was inspired by the historical practice of miners carrying canaries in cages into coal mines to detect toxic gases and prevent fatal accidents caused by gas poisoning.

Andreas, the co-founder of Birdie, is explaining in an easy-to-understand way while demonstrating Birdie in operation. Birdie

Inside Birdie, there is a sensor that measures carbon dioxide. If the carbon dioxide concentration stays above 1,000 ppm for 10 minutes, Birdie hangs upside down, mimicking a dead bird. When you open a window and the carbon dioxide level drops back below 800 ppm, Birdie stands upright again, symbolizing revival. If Birdie only rises halfway, it signals that charging is needed.

In the early days of the startup, they only had the idea for the product but lacked the funds for mass production. Augustenborg recalled, "After realizing how much it costs to develop, manufacture, and distribute a new innovative product, we launched a crowdfunding campaign to raise funds."

In April 2022, Birdie launched its first campaign on Kickstarter and succeeded in raising about $500,000 (approximately 700 million KRW) in just 30 days. Backers from more than 63 countries around the world contributed to the campaign. Thanks to this successful fundraising, Andreas, a hometown friend who had shared the idea with Augustenborg, decided to turn what started as a hobby project into a business. The two founders established a startup and began full-scale production of Birdie. At that time, Augustenborg was working in the advertising industry as a brand art director for companies such as Red Bull, Swatch, Canon, and Carlsberg, while Andreas had experience working in banking and the Ministry of Finance.

"Did you know that we spend 90% of our lives indoors?"

Augustenborg stated, "Poor indoor air quality increases the risk of asthma, headaches, allergies, and sleep disorders," adding, "It is estimated that 80 million households in the European Union alone live in environments with poor indoor climate." He continued, "Experts advise that one of the best solutions is to open windows. Health authorities around the world also recommend opening windows two to three times a day," and emphasized, "Birdie is a friendly reminder to help maintain a healthy indoor environment."

Birdie can measure the air quality in an area of 100 square meters (about 30 pyeong). It is a wall-mounted device that can be installed at a height of 1.5 to 2.5 meters from the floor. After charging for three and a half hours, it can be used for up to six months.

Birdie also sends a newsletter to subscribers with information about indoor air quality, continuously reminding them why managing carbon dioxide levels indoors is important. Augustenborg explained, "Indoor climate is a boring and often complicated topic," and added, "We aim to provide information and help people better understand how to improve their indoor climate and overall health."

Starting in Denmark, Birdie has rapidly expanded into new countries within just three years of its founding. The growing consumer demand for improved indoor air quality, combined with worldwide free shipping, has fueled the company's rapid growth. To date, more than 50,000 Birdie units (each priced at 300,000 to 400,000 KRW) have been sold in 72 countries.

The company, which began with just two people, now has 12 employees and has achieved 100% sales growth for three consecutive years. In the Korean market, Birdie is becoming increasingly recognized as a trendy product that helps protect health in daily life, thanks to promotion by influencers.