Started with 3 Million Won and Sold Out... Foreigners Tyler and Needy Create "Hangul Snack" [Content Commerce]

Tyler Rash and Needy Agrawal of SWIG
Launching with just 2 to 3 million won in seed capital
Garlic and mugwort flavors inspired by the Dangun myth
Exports planned to 3-4 countries, including the US and Thailand, by year-end

"Our goal is to create a playful culture that even adults can enjoy, starting from the simple question, 'Why aren't there snacks shaped like Hangul characters?'"

Hangul Gwaja is a brand that proposes a new play culture using snacks as a medium, specifically for "adults who have forgotten how to have fun." The products allow people to enjoy games such as the "initial consonant game" or the "Jamo Jamo game" using Hangul consonants and vowels. SWIG, the company behind Hangul Gwaja, is led by broadcaster and YouTube creator Tyler Rash from the United States and CEO Needy Agrawal from India.

SWIG CEO Needy Agrawal (left) and broadcaster Tyler Rash. Photo by Cafe24

In 2016, while pursuing an MBA at Yonsei University and aspiring to become an entrepreneur, CEO Agrawal reached out to CEO Rash, who was running a consulting business, for a coffee chat via LinkedIn. Discovering their shared value of "wanting to work in an enjoyable way," they became friends and jointly founded SWIG in July last year. They currently operate the business by rapidly testing its viability using a small capital of 2 to 3 million won.

Their business began with a simple question: "There are snacks shaped like English alphabets, so why aren't there snacks shaped like Hangul characters?" Inspired by this question in 2023, they started baking the snacks themselves. For about 10 months, they handcrafted the products, gauged consumer reactions, and assessed the business potential. Afterward, they searched for a manufacturer capable of capturing the taste and spirit of Hangul Gwaja and conducted several more months of research and development. The product was launched at the end of last year and received a positive response, with the initial batch selling out at duty-free shops immediately after release.

Hangul Gwaja differentiated itself from existing snacks starting from the product planning stage. Reflecting the spirit of Hangul as "letters anyone can learn," the snacks are made from 100% plant-based ingredients so that anyone can enjoy them regardless of religion or belief. To prevent the snacks from breaking during delivery, they adopted a biscuit form that is rare in Korea. In addition to the common chocolate flavor, they also launched garlic and mugwort flavors inspired by the Dangun myth. CEO Agrawal explained, "The garlic flavor pairs well with beer, like a savory garlic baguette, and the mugwort flavor is smooth like a latte, so I was confident that adults would find them fun to enjoy. At first, children found the garlic and mugwort snacks unfamiliar, but after trying them, many enjoyed the taste."

Forming words with Korean snacks. Screenshot from the Korean Snack YouTube channel.

To establish a unique brand identity, Hangul Gwaja also launched an official YouTube channel. Currently, they are focusing on short-form content that easily and entertainingly demonstrates "ways to play" connected to the brand's values. For long-form content, they use a portfolio format, sharing product experiences through the voices of customers or partner companies. Recently, they have received a positive response by playing impromptu Hangul Gwaja games with citizens on the street. Although the channel is still in its early stages with about 2,000 subscribers, a video showing the production process of Hangul Gwaja has surpassed 20,000 views.

Recently, the YouTube shopping integration feature was applied to the Hangul Gwaja channel via the e-commerce platform Cafe24. Through the "Store" tab and various content on the channel, Hangul Gwaja is introduced to viewers. As a result, the brand recorded over 12,000 orders in May alone. CEO Agrawal commented, "It's convenient because our channel's content can directly display product information and connect users to purchase."

SWIG plans to begin exporting to three or four countries, including the United States and Thailand, by the end of this year, aiming to expand into overseas markets. CEO Agrawal stated, "We will continue to develop and launch products with various flavors that convey a Korean touch. Our goal is to become the best 'Hangul gift' brand, allowing people around the world to easily experience the taste, fun, and excellence of Hangul through Hangul Gwaja."