CEO Ji-eun Lee decided to promote Danish culture after falling in love with the taste of tea she drank during a trip to Denmark 10 years ago. Since establishing Edition Denmark, she has been providing a variety of teas.

Recently, the company introduced the Edition Denmark TEA set through the KT membership app and is focusing on spreading Danish culture by collaborating with the life etiquette brand Heenok to release the Summer Night Limited Edition.

Edition Denmark started from the ‘relaxation’ that CEO Lee felt while living in Denmark.

CEO Lee said, “In Korea, I thought that living a busy life meant living well, but as I learned that this was not necessarily the case, I changed my attitude toward life a lot. So I wanted to introduce Denmark’s unique leisurely lifestyle to Korea.”

She continued, “I felt that the ‘table’ was especially important in Danish culture, and I am running the brand with the slogan ‘Bring Denmark’s relaxed life to your dining table.’”

They have royal tea brand A.C. Premium tea from Perches Tea Handle, specialty honey from Danish Bee Keepers made by a Danish beekeeper, and specialty coffee from Danish Roastery Coffee Collective.

The strength of the brand Edition Denmark lies in its values, identity, and the people who share them.

CEO Lee said, “Customers are not only purchasing good quality products, but they also empathize with the values ​​of sustainability, simplicity, and good quality.”

“I believe that a sustainable food culture can change the world in a good direction. “I always remind myself that our greatest competitiveness is that we are creating the power to change,” she emphasized.

To advance into overseas markets, Edition Denmark entered the ‘2023 Tourism Global Challenge Y&Bridge’ project hosted by global accelerator Y&Archer this year and received various support.

CEO Lee said, “The number of customers visiting our showroom and meetbore stores from all over the world is increasing, and more and more people are making inquiries online from overseas. “We will do our best to become a brand that can reach everyone,” she said.