Founded | 2009
Headquarters | South Korea
Top Executive | Han-Gill Park, Founder & Chairman
Products | Health and Wellness, Beauty
Atomy, a legendary name in direct selling, has been a dominant force in South Korea since launching in 2009. Its global presence continues to grow, and at the end of 2023, the company operated in 27 countries across five continents (Asia, Europe, North America, South America and Oceania). Atomy was the first South Korean network marketing company to successfully penetrate the overseas market. This ambitious expansion strategy shows in its undeniable success, and the results are staggering! Atomy secured twelfth place on this year’s DSN Global 100 List with 2023 revenue of $1.71 billion.
Strong and Steady from the Start
Atomy’s Founder and Chairman Han-Gill Park is a firm believer in the power of direct selling which he experienced first as a distributor for another company as a young man. As he explained, “I immediately saw the potential of direct selling. The business model helps establish a consumer base and allows profits to follow accordingly. I joined a network marketing company in my 30s and reached the highest rank, but it was not a place where good products were sold at affordable prices. I tried to find a company driven by the principles I cherished but couldn’t find one. I started Atomy with the idea that since such a company didn’t exist, I would build it myself.”
Park had a primary goal of creating a global company with overseas sales ten times larger than domestic. With that philosophy in mind, Atomy entered the American market in 2010, just a year after launch. It was a bold move, but one that made perfect sense to Park. “Affordable and high-quality products work universally. My trust was based on the quality of the products.”
Park’s confidence was well founded. Atomy generated $4.6 billion KRW (approximately $3.36 million USD) in its first year after entering the market. Atomy next expanded its presence to Japan and Canada in 2011, marking its transition into a fully established global company.
After establishing itself in Japan and Canada, Atomy broadened its footprint once again by expanding to Taiwan in 2014. This was a smart strategic move as it positioned Atomy to target both the Greater China market, including Hong Kong and China, and the Southeast Asian and ASEAN markets simultaneously. Taiwan is perfect for direct selling in general and Atomy specifically because the market is price-sensitive; values word-of-mouth recommendations; and exhibits a keen curiosity and desire for experiences.
Atomy’s overseas expansion continued to gain momentum following its entry into Taiwan. After entering Singapore in 2015, Atomy expanded its operations to Malaysia, Cambodia and the Philippines in 2016, and to Thailand and Mexico in 2017, surpassing 10 overseas markets. Atomy commenced operations in Russia and Australia in 2018.
Despite the challenges posed by the pandemic, Atomy expanded into China, Hong Kong, India and Colombia in 2020. China—renowned as the world’s largest market—swiftly became Atomy’s largest overseas subsidiary, surpassing 100 billion KRW (approximately $73 million USD) in sales within its first year of operation.
In 2021, Atomy expanded into five new markets, including the UK, Turkey, New Zealand, Kazakhstan and Kyrgyzstan. Three more markets were added in 2022: Brazil, Mongolia and Uzbekistan.
And last year, Atomy launched in the EU market. Lee Hyun Woo, executive director of Global Business shared, “With the establishment of our European corporation, we have penetrated all of the top 10 markets. Ultimately, Atomy’s operations will extend to every continent, including Africa and the Middle East.”
In-Demand Products, Affordable Prices
Atomy’s global success is undeniable, and the secret to their success is clear. The primary factor enabling Atomy to distinguish itself in the international market is its laser focus on affordable, high-quality products. Their philosophy is to provide “Absolute Quality and Absolute Price.” This is the value that Atomy has strived for since its inception.
And it is perhaps best exemplified through the brand’s hero product, HemoHIM. HemoHIM is an herbal blend extract comprised of three botanicals: Angelica gigas, Cnidium officinale and Paeonia. The product has been acknowledged for its dual functions, encompassing both immune enhancement and fatigue relief properties. According to Park, the multifunctional properties of HemoHIM can only help broaden the product’s appeal globally. It is currently available in 19 countries including South Korea, Russia, the United States, Australia, Mexico and China.
But HemoHIM is not only effective, it is becoming more and more affordable. When the product was first launched it came with 30 packets. Gradually, at the same price, the volume was increased to 48 packets, 54 packets and finally to 60. The company was able to cut costs to provide this value through mass production and widespread sales. This unbeatable combination of affordability and effectiveness drives sales and loyalty not only in South Korea but in all Atomy’s international markets.
Atomy has other products in high demand around the globe as well in multiple categories. The Absolute CellActive Skincare Set, Atomy Toothpaste Plus and the Atomy Toothbrush are leading the company’s global expansion.
In particular, Absolute CellActive Skincare was recognized as a next-generation world-class product by the Korean Ministry of Trade, Industry and Energy in 2022. It has received a total of four awards, including the prestigious King Sejong Award for Patent Technology.
Localization strategies, including proactive investment and social contribution initiatives play a crucial role in Atomy’s success on the global market. Recently, Atomy has been placing particular emphasis on the Chinese market.
Bringing Korean Sensibilities to a Global Stage
Atomy takes a very proactive approach when engaging in international markets. The goal is to narrow the disparity between its South Korean headquarters and overseas subsidiaries by enhancing the new product launch process and delivering effective support and marketing training to members. This enables all branches to share the growth strategies employed by markets enjoying exceptional success such as Turkey, Kazakhstan, Colombia and the Philippines.
Moreover, to actively vitalize overseas markets, Atomy bridges the communication and cultural gaps between its South Korea headquarters and international corporations. The “Go and Meet 100” project allows executives and employees to engage directly with field operations to understand the challenges facing distributors and collaboratively devise solutions.
“Atomy’s management goal focuses on customer’s success,” said Kwon Seok Gyun, the head of Atomy’s Value Management. “We encourage consumers to choose us by enhancing the ‘Absolute Quality, Absolute Price’ philosophy for sustainable growth, regardless of whether it pertains to South Korea or abroad.”
With innovative and immersive expansion strategies, an in-demand assortment of high-quality, low-cost products and an engaged, dynamic and committed leadership team, Atomy has enjoyed a remarkable run with even bigger achievements on the horizon.
All this synergy and strategy has made Park hopeful and excited for Atomy’s future. “At Atomy, we dream of the day when consumers worldwide will use our products. And as our dreams from the past 10 years have made Atomy what it is today, our dreams for the future will shape our next 10 and even 100 years.”
From the September 2024 issue of Direct Selling News magazine.
