Photographed by Mynxii White
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- Photographed by Ben Cope
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- Photographed by Mynxii White
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- Photographed by Colton Duncan
In this special edition to celebrate the 50th anniversary of Yupoong:
Reserved was asked to do a special zine featuring editorials showcasing the new collection of hats. In the stories, we celebrate the achievements and aspirations of the next generation. We have interviewed young activists, entrepreneurs, and artists who are making waves in their respective fields. Through their stories, we hope to inspire readers of all ages to embrace change, foster intergenerational collaboration, and create a world that is inclusive, sustainable, and equitable.
As we turn the page to a new chapter, let us celebrate the next generation and the promise they hold. Let us listen, learn, and empower them to shape a future that we can all be proud of.
With anticipation and gratitude,
Jules Wood
Editor In Chief/ Publisher
Photographed by Ben Cope
We spoke to Benny & John Cho Founder & CEO of Yupoong Inc. To see how has the company evolved over the past 50 years, and what do they envision for its future?
![Flexfit [포브스]조병우 유풍 회장/구로구 유풍 본사/20230215/최영재 기자](https://www.reservedmagazine.com/wp-content/uploads/2024/03/thumbnail_2.-%ED%9A%8C%EC%9E%A5%EB%8B%98_%EC%9B%90%EB%B3%B8.jpg "Yupoong 50th Anniversary | The Next Generation")
Courtesy Yupoong
How has the company evolved over the past 50 years, and what do you envision for its future?
// Our success is tightly related to the success of our clients. We maintain a keen focus and attention on identifying, improving, and developing what our clients and our client’s clients need, sometimes even if they do not know yet. We believe that within a turbulent market, people will see more clearly where value exists, and migrate to it.
// We want to continue creating value for our customers and theirs, while making the value to be had in the market better known; collaborating closely with clients and potential clients while also maintaining our dedication to headwear and comfort innovation. In the future, I see more progressive innovation on the horizon. We have many new developments in the works, and I believe finding the right product that adds value for not just us or our immediate clients, but for their own clients and our community, our world as well— that is our greatest mission.
How will you measure the impact and success of the zine in reaching and resonating with the next generation?
// Success will ultimately be measured by incremental traffic and following on major social handles, more specifically the website and Instagram channel. Traffic through QR codes (unique links) will reveal these instances. We hope to see a 25% incremental increase in traffic for Q1.
// We hope to be a source of happiness for not just everyone directly involved with our business, but the community that surrounds us. Our building in Korea was built on the very same location we started. This was a conscious decision to not leave the community that helped and watched us grow, but to try to be a positive force and help the entire community evolve with us, together. I feel this is a representation of our philosophy as a company. In celebration of our 50 years, we are very happy to be working with the next generation. This project only marks the beginning of a long journey on which we hope to have much fun.
What advice or words of wisdom would you give to the next generation, based on your extensive experience in business?
// We see a lot of young people focus their efforts on creativity and innovation. They overlook the necessities of this world— products that may not get a lot of attention and hype, but are still a vital part of our lives and the market as a whole. My advice to the next generation would involve muting out the noise of this world, media, and listening to real people; committing to that voice and having faith in the process.
Courtesy Yupoong
As the brand celebrates its 50th anniversary, what are your thoughts on the importance of preserving its heritage while embracing innovation?
// There is no tomorrow without today, and today is merely yesterday’s tomorrow. Without heritage, there is no root and stability to innovate from. I believe in preserving fundamental philosophies that may look differently through different times.
At times, I feel some people are so completely devoted to thinking out of the box that they trap themselves inside another. I believe the task isn’t about thinking or stepping outside of the box— that is simply a part of the process. I believe the goal is to fully understand the box that I’m in, and morph it into what I want it to be. With that, I believe heritage is the steppingstone to a continuous story line that is yet to hit its climax. Where it goes from here is all up to us.
Can you share your vision for the brand’s future and how you see the next generation shaping its direction?
// We hope to be able to be a partner for everyone. Not only for our unparalleled standards of quality, nor just for the history of YP or Flexfit®, but because of the faith and credibility in us as a team, partner, and family. A large part of this involves understanding not only our current client’s wants, but understanding their future needs. Being prepared for the next trend can only happen through accepting micro-evolutions, both within the market and the work space. I believe working closely with the youth of today and tomorrow can only help us both better understand the shifting values of this world, and also be given an opportunity for positive change.
How do you plan to involve the next generation in decision-making processes and ensure their ideas and perspectives are valued?
// We hope to create more opportunities with our partners, to be able to speak directly and more importantly listen directly to their needs and values. Numbers are deceiving. While we continue to develop styles and textile designs for the future, we make sure the future is inspired by today.
Photographed by Mynxii White
In what ways do you believe the next generation can contribute to the brand’s growth and expansion while maintaining its core values?
// I believe history is a segment of a fluid story. The generations are chapters passing. It is our responsibility as the prelude to the coming chapter to set the tone and genre of the story to come. I wish the story to be a bright and happy comedy and refuse to be remembered as the set up for a tragedy.
Are there any specific initiatives or projects you have in mind to engage the younger audience and attract a new generation of hat enthusiasts?
// There’s not a lot that I can share, however we plan to focus on building value around the brand and technology through various means. Better showcasing our strengths and capabilities will be the main focus. What I can say is that there already exists a large community of headwear enthusiasts, and for them we hope to be able continue to win support with quality products and innovation that works for them.
Can you discuss any plans for collaborations or partnerships with other brands or influencers that will help expand the brand’s reach and appeal to a younger demographic?
// We try to work with our clients: the more hats our clients sell, the more hats our clients need to buy from us. I feel our clients are the guiding light in terms of appeal, and we plan to work with a number of our clients on various levels to continue to build value not just for our brand, but for each partnership as well.
