Hello, I am Cho Sung-hyun, CEO and Creative Director of PIGLAB. “PIG” of PIGLAB stands for Product Inspired by Green. We are an upcycling lifestyle brand that gives new purpose to discarded resources.

  I majored in Industrial Design and have worked as a product designer for about 15 years. Based on that experience, I started this brand with the goal of creating not just beautiful products, but products with stories.

  Through designs inspired by endangered species, PIGLAB naturally communicates messages about resource circulation and environmental issues. Currently, we are developing products under two main themes: the Forest Series inspired by woodland ecosystems, and the Ocean Series, inspired by marine life. We are expanding our brand value through domestic and international exhibitions and global distribution channels.

  While working as a product designer, I closely observed the cycle of mass production, consumption, and disposal. I started to feel that although design makes products beautiful, it often ignores what happens afterward. In particular, seeing plastic used only once and then discarded made me question whether design could change the final stage of a resource’s life.

Rather than simply using recycled materials, I came to believe that the real solution is to create products that people genuinely want to keep and use for a long time. Without emotional connection, even the most well-intentioned products may end up being discarded. PIGLAB was founded as a brand that integrates functionality, emotional appeal, and meaningful messages.

  At PIGLAB, we often start with the material rather than the design or function. We search for underutilized resources such as discarded wood, abandoned fishing nets, and byproducts generated during the production of toothbrushes and cosmetic ampoule droppers.

  Next, we consider which element of nature can be connected to that material. For instance, if the resource comes from the forest, we think about forest ecosystems; if it comes from the ocean, we reflect on marine ecosystems. We then set the motif of an animal or natural form. This is not just about external design but about connecting the origin of the resource with its message.

  After that, we move on to functional design. PIGLAB aims to create practical tools for everyday use rather than purely decorative objects. We design structures centered on daily functions such as box cutters, bottle openers, magnets, and pen holders. Because recycled materials often have variations in their properties, we conduct multiple rounds of prototyping and testing to verify durability and strength.

  During mass production, we establish injection-molding conditions and quality standards suited to each material. Even packaging is designed within the context of resource circulation, for example, by using 100% recycled paper.

  Finally, in the branding and distribution stage, we create content so that each product can be delivered as a complete story. Through our own online store, global platforms, and design exhibitions, we introduce our products to both domestic and international markets. In this way, each product is completed through an integrated process from material exploration to storytelling, production, and distribution.

  Contrary to common misconceptions, recycled materials are not cheap. Additional costs arise from collection, sorting, cleaning, processing, and reproduction. Especially, securing stable material supplies is also difficult, and variations in material properties increase testing and management expenses. In the beginning, there were many concerns about balancing profitability and value.

  Even when using recycled materials, the production process still carries environmental burdens. Rather than hiding this, PIGLAB donates a portion of its profits to environmental organizations. We continue to support environmental causes through regular sponsorships and project-based donations and recently joined the “1% for the Planet” network, a global initiative where enterprises donate a fixed percentage of profits to environmental organizations. For us, sustainability means recognizing environmental costs and responding with concrete action.

  From a profitability standpoint, we chose brand competitiveness over price competitiveness. Although unit costs are higher, we maintain domestic manufacturing and build quality standards through continuous material testing and close communication with partner factories. By positioning ourselves not merely as a recycled material product but as a brand that combines design, functionality, and storytelling, we can secure appropriate margins. We also diversify our distribution channels through domestic and international exhibitions and global platforms to reduce price pressure.

  To ensure sustainable operation, we believe that diversifying our distribution channels is important. Rather than relying solely on the domestic market, we participate in overseas exhibitions and enter global platforms to expand our brand presence directly. Currently, PIGLAB sells domestically through our official online store, Naver Smart Store, and platforms such as Ohouse. Internationally, we sell our products through Amazon U.S. and the MoMA online store.

  PIGLAB does not pursue price competition. Because products made from recycled materials have a different cost structure from conventional plastic products, we focus instead on brand trust, design quality, and storytelling to secure sustainable margins.

  We place importance not only on product promotion but also on communicating our brand philosophy and stories. Through social media, especially Instagram, we share our product development process, recycled material stories, and the meanings behind our animal motifs.

  We also actively participate in domestic and international design exhibitions. After showcasing at Maison & Objet in Paris, we connected with global buyers, which led to our products being stocked at the MoMA Design Store in New York.

  Currently, customers can find PIGLAB products through our official online store, Naver Smart Store, Amazon, as well as offline stores such as Kyobo Book Centre, the National Museum of Modern and Contemporary Art shop, and local zero-waste shops. CBNU students can follow our official Instagram and online store for updates or experience our products at design exhibitions and pop-up events.

  All PIGLAB products begin with the origin of their materials and reinterpret the story of nature connected to those resources through function. One representative product is the Turtle Multi Bottle Opener, made from recycled nylon fishing nets. It features a multifunctional design that can open bottle caps, PET bottles, and cans. The design symbolizes discarded fishing nets—once threatening marine ecosystems—being reborn in the shape of an endangered sea turtle.

  Another product, Woodpecker’s Forest Pen Holder, is made from bio-based materials derived from discarded wood and PLA byproducts from toothbrush production. Inspired by a woodpecker pecking at trees, the product features an interactive structure that let users pull out clips, evoking the feeling of a forest on one’s desk.

  I believe that environmental work and entrepreneurship do not have to begin with great resolutions. I started with a small question: “Can design change the final stage of a resource’s life?” What matters is not a perfect idea, but the attitude of continuously reflecting on the question you ask yourself. In the environmental field, results often take time to appear. Yet someone must continue choosing that direction for change to happen.

  Rather than pursuing quick success, it is more important to stay true to the values and direction you believe in. Whether through design, technology, or any other field, I encourage students to explore ways to connect their majors and interests with environmental issues. Direction matters more than perfection. The attitude of not giving up on what you believe is important, and ultimately makes the difference.

By Lee Seo-young

seoyeongi619@chungbuk.ac.kr