From humble beginnings as a small store in a local market in Busan, Eunha Fisheries has evolved into a state-of-the-art factory complex, integrating advanced technologies such as AI and robotics. Over its 60-year journey, Eunha Fisheries has remained steadfast in its mission to provide healthy food for a healthy future, becoming a pioneer in Korea’s fisheries industry. Today, the company is poised to make a significant impact on the global stage.
Eunha Fisheries traces its origins to the Yeongdo Seafood Store, established at Busan’s iconic Jagalchi Fish Market in 1970. Officially incorporated as Eunha Fisheries in 2000, the company—under the visionary leadership of Chairman Lee Hyun-Woo—has developed over 230 high-quality seafood products and exported them to more than 20 countries worldwide.
Unique Insights Became a Competitive Advantage
Lee Hyun-Woo’s journey in the seafood business began when he joined his parents’ enterprise after graduating in 1983.“Every morning, as I passed by rows of seafood stores at Jagalchi Market, I noticed owners of Japanese and sashimi restaurants from downtown Busan lining up at certain top stores,“ Lee recalls. ”I wondered what made those stores so appealing. After observing closely, I realized that the store owners often socialized with the restaurant owners.”
This observation sparked a key insight: “It’s not just about the products we sell but the personal networks we build that drive sales,” Lee explains.
From then on, Lee Hyun-Woo began hosting daily meetups with chefs after their shifts, often after 10 p.m. Over time, these gatherings helped Yeongdo Seafood Store become the top choice for seafood among these chefs.
“This was my marketing strategy,” Lee explains. “I believed that once I built friendships with chefs, they would naturally persuade their bosses to purchase from our store. Furthermore, when these chefs eventually opened their own restaurants, they would continue to source from Yeongdo.”
Within just two years, even the leading seafood vendors at Jagalchi Market started turning to Yeongdo Seafood Store for their supplies.
Rapid Expansion
Lee took a significant step toward expansion in 1994 by supplying fresh fish to Aram Supermarket, a major local distributor. In 2016, he acquired the First Factory in Noksan, marking Eunha Fisheries’ entry into the fisheries production industry. Leveraging advanced production facilities, the company gradually developed over 230 types of processed seafood products, including filets and grilled fish.
Eunha Fisheries established a robust national cold-chain logistics network, partnering with major supermarkets such as E-Mart and Lotte Mart, online platforms like Coupang and Market Kurly, and leading department stores Shinsegae, Hyundai, and Lotte. Its distribution also extended to luxury hotels and Japanese chain restaurants.
Simultaneously, Eunha Fisheries expanded internationally, exporting its products to markets in North America, Singapore, Cambodia, Japan, India, and other overseas markets.
In 2022, Eunha Fisheries was honored with the “1 Million Export Tower” and the “Seafood Export Contribution Tower” awards, presented by the Ministry of Oceans and Fisheries during the 59th Trade Day celebrations. The following year, the Ministry of SMEs recognized Eunha Fisheries as one of the “Brand-K” businesses, providing support to bolster its global market expansion.
Spearheading the Industry Through Technology
Lee drew a critical lesson from the experience of frozen flounder sashimi meal kit exports a decade ago: hygiene and safety are fundamental for food companies to earn consumers’ trust. Acting on this insight, Lee spearheaded the establishment of Korea’s first hygienic and fully automated seafood production facility.
In 2019, Eunha Fisheries invested in state-of-the-art automated filet processing equipment from a German manufacturer. This advanced system streamlined the entire production process—from fileting and packing to inspection—into just 10 minutes. The technology not only boosted production efficiency but also minimized air exposure, reducing the risk of bacterial contamination and ensuring the highest standards of food safety.
Each Product Is Valuable: Frozen Sashimi in High Demand Overseas
Lee takes pride in all 230 products developed by Eunha Fisheries, even those that never made it to market. “Each product holds its own value,” he says, noting that some of the most successful items are simply innovative updates to existing offerings, yet they sell out quickly.Among these, Lee is especially proud of the seasoned flounder sashimi, a flagship product that inspired the development of other varieties, including seasoned grouper, salmon, snapper, mullet, and bream sashimi. Other customer favorites include seasoned crabs, Pororo boneless grilled fish—originally designed for children—salt-seasoned flounder sashimi, and seasoned abalone.
These standout products have earned their place among the Top 5 must-buy items at Costco in Korea, further solidifying Eunha Fisheries’ reputation for quality and innovation.
Good Values Foster Sustainability and a Healthy Future
Eunha Fisheries’ management philosophy emphasizes a focus on the unseen rather than the visible, staying true to original intentions while following the right path. It advocates learning from the successes and failures of others to achieve continuous improvement. The company prioritizes creating healthy, high-quality products over simply chasing popularity, reflecting its commitment to long-term value and integrity.This ethos leads to promoting sustainable development of fisheries while ensuring healthy seafood products and a clean ocean for future generations. The company combines ambitious goals for the future with humility, listening closely to the needs of the most vulnerable. Its overarching mission is to cultivate and sustain healthy, positive relationships with its employees, partners, and customers.
For example, Eunha Fisheries actively participates in global sustainable environmental protection initiatives for the fisheries industry, adhering to standards set by the Marine Stewardship Council and the Aquaculture Stewardship Council (ASC). In recognition of its efforts, the company was honored by ASC Korea in 2023.
In collaboration with the World Wide Fund for Nature (WWF), Eunha Fisheries developed salmon sashimi that meets ASC standards and launched a donation program to contribute 1 percent of its sales to WWF’s environmental protection initiatives. This program also enabled consumers to actively support sustainability efforts.
In May 2022, Eunha Fisheries donated 100 million Korean won to Pukyong National University to support the development of future talent in the fisheries sector. Additionally, the company regularly sponsors Save the Children and provides food aid to low-income families, underprivileged children, teenagers, and multicultural families.
“We strive to foster a healthy culture around fisheries products. To better meet our customers’ needs, Eunha Fisheries will continue to develop high-quality products, increase investment in research and development, and expand its presence in both domestic and international markets,” says Lee.
