(Yonhap Interview) Wellness startup The Future eyes U.S. expansion in 2027

By Choi Kyong-ae

SEOUL, April 23 (Yonhap) -- The Future, a South Korean wellness solutions startup, aims to begin its U.S. expansion in 2027 after establishing a presence in Asian markets this year, the company's chief said.

Founded in 2021, The Future operates nine brands across nutritional supplements, cosmetics, beauty devices, exercise bikes and diet centers. Its sales rose 30 percent on-year to 120 billion won (US$81 million) in 2025.

The company last year set up subsidiaries in New Jersey and Hong Kong, positioning the latter as a regional hub for its Asian operations, after raising 53 billion won from three domestic strategic investors.

In Asia, the company has been in talks with partners in Japan, China, Hong Kong and Taiwan to distribute its products.

The company plans to open the Calorie Bar Wellness Diet Center in the United States early next year, alongside additional "K-wellness" products, Chief Executive Officer (CEO) Do Kyung-baek said in a recent interview with Yonhap News Agency.

Its dietary supplements are currently sold on platforms, including TikTok and Amazon, in the U.S. market.

"We have recently explored potential locations in New York and Los Angeles for the diet center and see solid growth prospects, given strong consumer interest in diet solutions in the U.S.," he said.

The U.S. accounts for about half of the global wellness market, which the company estimated at 9,300 trillion won in 2018.

On the back of growing overseas sales, the company is targeting 1 trillion won in revenue by 2030, after projecting 180 billion won in sales this year. Its products are exported to seven countries -- the U.S., Canada, Japan, China, Hong Kong, Singapore and Thailand.

Domestically, about 70 percent of its wellness products -- including functional beverage brand NothingBetter, underwear brand Remove, cosmetics brand EOA and exercise bike brand Calo -- are sold through the online and offline channels operated by CJ Olive Young Corp., the country's leading health and beauty retailer.

The company also runs 64 Calorie Bar centers nationwide.

To support its 2030 growth target, The Future plans to work with biotechnology companies to develop higher-end wellness products and deploy artificial intelligence (AI)-based solutions.

It plans to launch a "longevity AI platform" in September that will recommend dietary supplements based on users' health data, provide information on nearby clinics and connect users with medical professionals. The company said it aims to move beyond consumer goods and build a more personalized, AI-driven healthcare platform.

"AI will not replace everything, but it can support decision-making and improve efficiency, strengthening our competitiveness in the global wellness market," Do said.

"We aim to develop not only health-related consumer products but also capabilities in longevity and aging research. At its core, K-wellness focuses on helping people live longer, healthier lives."

The company plans to announce next month a partnership with a domestic biotechnology firm to co-develop anti-aging products and said it is in talks with other biotech companies.

On the challenges ahead, the CEO said expanding overseas sales will be a key priority as the company enters its sixth year.

"Our ultimate goal is to build a company combining the strengths of Procter & Gamble and Celltrion," he said.

kyongae.choi@yna.co.kr
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