Interview with Shinmisa's Kim Junbeom and Yoon Jinbok
Developing Shoes for Seniors During the Pandemic
Focusing on Functionality and Design Innovation
'New-Varo Slippers' Surpass 8 Billion Won in Cumulative Orders
"Only people obsessed with shoes have gathered here. All we think about all night is shoes."
On the 16th, Kim Junbeom (right) and Yoon Jinbok (left), co-CEOs of Shinmisa, are being interviewed by Asia Economy at the KT Alpha Shopping Media Center in Mokdong, Yangcheon-gu, Seoul. Photo by Lee Seohui
On the 16th, at the KT Alpha Shopping Media Center in Mokdong, Yangcheon-gu, Seoul, Kim Junbeom, CEO of Shinmisa (age 57), raised a flag bearing the company logo as he spoke these words. His eyes were filled with passion and pride as he explained while holding Shinmisa's signature product, the 'New-Varo Slippers'.
Kim founded Shinmisa in 2020, at the height of the COVID-19 pandemic, together with the late former CEO Yoon Junsik. At a time when public interest in health was increasing due to COVID-19, their goal was to create shoes comfortable enough for arthritis patients to wear. In 2023, after the passing of former CEO Yoon, his wife Yoon Jinbok (age 51) stepped in to take over management. Yoon explained, "While my husband was alive, I watched him meet with caregivers, nurses, and restaurant workers, asking them what shoes were comfortable or uncomfortable for work, and then sketching ideas throughout the night based on their feedback. Knowing how sincere Shinmisa is about shoes, I have tried to keep that spirit alive as I became involved in management."
On the 16th, Junbeom Kim (left) and Jinbok Yoon (right), co-CEOs of Shinmisa, are being interviewed by Asia Economy at the KT Alpha Shopping Media Center in Mokdong, Yangcheon-gu, Seoul. Photo by Seohee Lee
Shinmisa places the highest value on 'making comfortable shoes.' The company has acquired numerous functional patents to develop shoes that even people with knee and joint problems, such as arthritis or plantar fasciitis, can wear comfortably. Kim, who had no prior knowledge of biomechanics, studied by reading domestic and international academic papers on the subject throughout the night. He believed that only by understanding and making the shoes himself could he get closer to creating truly comfortable footwear from the consumer's perspective. Kim said, "Since I couldn't find what I needed in domestic papers, I translated and studied content from overseas journals one by one. Applying the knowledge I gained to actual products was an entirely different and challenging process."
Before long, they also turned their attention to 'design.' They realized that their main customers, people in their 60s, also have a strong desire for stylish and beautiful products. Kim said, "If you look at underground shopping malls, all the shoes for people in their 60s are in plain colors and old-fashioned designs. I wondered if those who are still actively participating in society are forced to settle for limited options simply because there are so few choices available." Yoon added, "I design products while imagining our customers looking young and energetic as they walk in our shoes. I strive to maintain a balance between functionality and design."
On the 16th, Junbum Kim (left) and Jinbok Yoon (right), co-CEOs of Shinmisa, are being interviewed by Asia Economy at the KT Alpha Shopping Media Center in Mokdong, Yangcheon-gu, Seoul. Photo by Seohee Lee
Based on these efforts, the company has recently achieved remarkable results. The 'New-Varo Slippers,' launched last year in collaboration with the home shopping channel KT Alpha Shopping, have recently surpassed a cumulative order value of 8 billion won and 210,000 pairs sold. The product has become the 'mega hit' of the first half of the year for KT Alpha Shopping, maintaining the number one spot in the slippers category by sales. Building on its domestic success, Shinmisa plans to enter the Japanese market, where there is strong demand for functional footwear.
Kim said, "We are constantly developing new products, such as dial sneakers and diet sneakers, and we plan to release a renewed version of our flagship New-Varo Slippers next year. Through continuous research and challenges, our goal is to achieve a 30% increase in sales next year compared to this year." Yoon stated, "Our goal is to develop products so that when people think of 'comfortable shoes,' Shinmisa naturally comes to mind. Moving forward, we hope to expand overseas with Shinmisa and showcase the essence of 'K-shoes' to the world."
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