The Chaeum, Maker of “Haruhanzoom E25g Nuts”
25g a Day Is Enough: Setting the Industry Standard
No Compromise on Quality: Sticking to Principles Despite Triple Costs
“Aiming to Become a Long-Lasting Company That Makes Good Products”
"Why would anyone buy 25g packs of nuts when you can just buy 1kg?"
Innovation often faces skepticism in the market. Kwon Younggi, CEO of The Chaum, experienced this firsthand. When he introduced the world's first 'Haruhanzoom E25g Nuts (Harugyeongwa)'-a small, unsalted nut pack-he approached major home shopping companies, only to be rejected. At that time, the domestic nut market was dominated by large-volume products relying on salty and oily flavors. In the end, he opened a small online shop. A year later, the number '25g' began to resonate with consumers, who appreciated the convenience and portability tailored to the recommended daily intake. Dozens of companies followed this innovation, which contributed to the overall growth of the nut industry.
On the 6th, employees were packaging products at The Chaeum, a nut manufacturing company located in Seongseok-dong, Goyang-si, Gyeonggi-do. Main Biz Association
At a press conference hosted by the Korea Management Innovation Small and Medium Business Association (Main Biz Association) on November 6, Kwon stated, "The Chaum has brought innovation by adding value to nuts." Starting as a junior employee at a nut company, he founded Burim Agricultural & Marine Products in 1998. A turning point in his life came during a visit to the SIAL food exhibition in France in 1992. Witnessing the advancement of the global food industry, he resolved to establish a systematic nut company in Korea and entered the manufacturing business.
The 'Daily·25g' Concept... Quality Innovation That Became an Industry Standard
Kwon commissioned the Korea Advanced Institute of Science and Technology (KAIST) to analyze dozens of academic papers, concluding that the domestic nut processing method, which mimicked Western salt consumption patterns, was not suitable for Koreans. Based on research indicating that a handful (22-30g) is the appropriate daily amount, he set 25g as the standard for a 'healthy nut.' In 2014, he changed the company name to The Chaum, and in 2023, established a new factory in Seongseok-dong, Goyang-si, Gyeonggi-do, with a land area of 3,000 pyeong and a building area of 1,200 pyeong.
The 'Haruhanzoom E25g Nuts (Harugyeongwa)' is being produced through processing procedures within the Deochaum factory. Photo by Ho-Kyung Choi
The new Seongseok-dong factory embodies his management philosophy. Producing 60,000 to 80,000 packs per day in 25g units, the facility features an 80% automated production line, constant temperature and humidity control, nitrogen flushing, and HACCP-certified systems. Because nut quality varies with temperature and humidity, the entire process is maintained at 20°C and 45% relative humidity. After numerous experiments, the low-temperature roasting method was perfected: nuts are slowly roasted like coffee beans at temperatures below 150°C for 90-100 minutes, preserving unsaturated fats and enhancing sweetness with each bite. Additionally, an ultra-fine spray of sea salt solution allows precise salinity control via the 'salting unit (automatic salinity control device),' while the nitrogen-flushed packaging system ensures the nuts remain fresh for over a year without rancidity.
The Chaum manages defect rate data for all processes, using it to analyze production costs and maximize efficiency. However, the company refuses to compromise on quality, even if it means higher costs. The low-temperature roasting method results in a production cost three times higher than conventional products, but Kwon maintains his stance of not competing with low-quality products. Although raw material prices have surged recently due to exchange rate increases, the company has responded through process improvements and workforce training to drive productivity innovation. This commitment to quality management has earned The Chaum the CCM (Consumer-Centered Management) certification, and in 2011, it was selected as an OEM supplier for Paramount Farms (now Wonderful Brand), the world's largest nut company. The Chaum continues to do business with domestic and international companies such as Coupang, Damteo Foods, Sunkist, and Costco.
"Not Fast, But Far"
The Chaum is laying the groundwork for a second leap forward. Since last year, the company has been expanding its factory and began construction of a new production line with the goal of launching new products in 2026. Currently, the first phase of expansion utilizes existing idle space, with plans to complete facility upgrades and unveil new products by the first half of next year. The company is also pursuing a smart factory initiative that combines factory automation with advanced online distribution. The Chaum continues to invest in research and development (R&D) to deliver natural flavors and meet consumer needs without relying on processed ingredients.
Kwon Younggi, CEO of The Chaum, explained the nut processing procedure at The Chaum factory located in Seongseok-dong, Goyang-si, Gyeonggi-do on the 6th. Main Biz Association
However, Kwon's approach differs from that of companies chasing rapid growth. He believes, "A food company should become a long-standing business before becoming a large corporation. Achieving major status in just 10 or 20 years is risky for both products and growth." He explained that the company's policy is to remain a "good company in Korea" rather than chasing sales. Since its founding, The Chaum has never deviated from the '25g per day' principle and has not followed fleeting flavor trends. Kwon emphasized, "Our philosophy is to become a company that makes good products for a long time."
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