On March 7, 2026, Exprivé hosted SAVJAK Together V: FAILURE at Sangsang Planet in Seongsu, Seoul — bringing together founders, operators, creators, and startup builders for an honest conversation about the realities behind building a brand in Korea’s competitive beauty industry.

Unlike typical startup talks focused only on success, this edition of SAVJAK centered on something rarely discussed publicly: failure.

From marketing missteps to scaling challenges and hiring struggles, the panel featured founders who openly shared the moments that didn’t work — and the lessons that ultimately shaped their companies.

As always with SAVJAK, the event combined quick company introductions, a focused panel discussion, and open networking, creating a space where founders could exchange practical insights rather than polished presentations.

About SAVJAK

SAVJAK is a B2B meetup series created by Exprivé to connect startups, founders, and operators building products or services for international audiences in Korea.

The name “savjak” comes from the Korean word describing the gentle sound of small steps — symbolizing the belief that meaningful change begins with small but consistent actions.

Since launching in Seongsu in late 2025, SAVJAK has grown into a recurring gathering for founders, global professionals, and startups working across industries including travel, technology, media, and beauty.

Theme: Failure — The Side of Entrepreneurship People Don’t Post on LinkedIn

While entrepreneurship stories often highlight rapid growth and funding milestones, the reality of building a company is far more complex.

SAVJAK V focused on the failures and turning points that founders rarely share publicly — from unsuccessful marketing campaigns to operational mistakes and difficult pivots.

The goal of the session was not to celebrate failure itself, but to understand how these moments become the foundation for better decisions, stronger companies, and more resilient founders.

Speakers

The panel featured four K-Beauty founders who have built recognizable brands while navigating the realities of the industry.

• Hyun-jin Moon — Founder, Demiflor (데미플로 문현진 대표님 @demiflor_official) shared the early challenges of building a cosmetic brand in a highly saturated market and how product positioning and brand identity evolve through trial and error.
• In-hee Kang & Kyung-hee Han — Founder, & Director EPONA & Vertty (에포나/베르티 강인희 대표님 및 한경희 이사님 @epona_cosmetic @vertty_official) discussed the operational and branding decisions involved in managing multiple beauty brands, including the risks founders take when launching new product lines.
• Han-sol Song — Founder, Depology (디폴로지 송한솔 대표님 @depologyskincare) spoke about scaling challenges, from marketing experiments that failed to the strategic adjustments required to sustain growth.
• Hansang Park — Son & Park (Beauty Industry Veteran) (손앤박 김한상 대표님 @sonandparkofficial) shared industry-level insights into brand building, distribution, and navigating market cycles.
• [Moderator] Geunjik Yoo — Former CEO of Manyo, Skin Food, It's Skin, Neopharm @manyoofficial @skinfood_official @itsskin_official neopharm.co.kr)

Together, the speakers offered candid reflections on the decisions that did not go as planned — and the lessons those experiences created.

A Different Kind of Founder Conversation

The format of SAVJAK V kept the conversation grounded and practical.

The event opened with two-minute company introductions from participants, allowing founders, operators, and creators in the audience to briefly present their businesses.

The panel discussion followed, where speakers shared specific examples of failures, including:

• marketing campaigns that did not convert
• product launches that missed market expectations
• hiring decisions that required restructuring
• distribution strategies that needed to be rethought

The session concluded with an open Q&A and networking, where attendees continued conversations with founders and peers across the K-Beauty ecosystem.

Made in Seongsu

Like previous SAVJAK gatherings, the event took place in Seongsu, one of Seoul’s most dynamic startup and creative districts.

The neighborhood has become a hub for emerging beauty brands, creators, and global-facing startups, making it a natural home for a founder-driven meetup like SAVJAK.

Over the past few months, SAVJAK has steadily grown as a Seongsu-made community event, bringing together founders and professionals building businesses that connect Korea with global audiences.

Media & Community Coverage

The conversation around SAVJAK V: FAILURE also drew attention from industry media and community members.

K-Beauty Startup (KBS) highlighted the event as a rare opportunity for founders to openly discuss the realities behind building a brand and learning from setbacks.

Participants and creators also shared reflections on LinkedIn and social media, emphasizing the value of hearing unfiltered stories from founders who are actively building companies today.

• The K Beauty Science 1: https://www.thekbs.co.kr/news/articleView.html?idxno=14417

• The K Beauty Science 2: https://www.thekbs.co.kr/news/articleView.html?idxno=14463

Why It Matters

In fast-moving industries like beauty, founders are often pressured to present only the successes.

But the reality is that every brand is shaped by mistakes, pivots, and difficult decisions.

By creating a space where these experiences can be shared openly, SAVJAK helps founders and builders learn from each other — accelerating the small steps that ultimately lead to larger breakthroughs.

Previous SAVJAKs

• 2025.11.29 SAVJAK I: 30 companies

• 2025.12.13 SAVJAK II: 40 companies

• 2026.01.08 SAVJAK III: 40 companies

• 2026.02.07 SAVJAK IV: 30 companies

• 2026.03.07 SAVJAK V: 60 companies