KR | EN

Elyssia Way

Elyssia, based in South Korea, is a distinguished name in premium baby products.
We specialize in designing, manufacturing, and distributing high-quality products of love for maternity, parenting, caregiving and early childhood education.



As a leading brand in Korea, Elyssia offers a curated selection of over 2,000 products across 30 exclusive brands.
Our dedication to the wellbeing of babies, parents and caregivers is reflected in our global reach, with our trusted products available in more than 6 countries,
including China, Japan, Vietnam, Taiwan, and Thailand.

0
brands

0
products

0
countries

Mission

Elyssia's mission is to simplify the art of nurturing, enhancing the joy and happiness that parents, caregivers and babies deserve throughout their journey together.

Vision

Elyssia aims to become a leading global baby product company that can support the birth and growth of all children in the world.

Core Values

Passion Elyssians are driven by a deep commitment to design innovation, always seeking better ways to enrich the lives of parents and caregivers.

Execution Elyssians take immediate action, understanding that once decisions are made after thorough discussion, swift quality execution is key to success.

Growth Elyssians are always aware that all surroundings—products, parents, caregivers, colleagues, and more—provide valuable learning opportunities. They eagerly embrace these insights to fuel their continuous growth for themselves and company.

Collaboration Elyssians are wise to recognize the limits of individual achievements and mindful of respecting and understanding each other's roles in pursuit of greater shared goals.

Accountability Elyssians can be counted on to do their best to get the job done, cherishing the mission and vision while understanding the importance of their roles in the bigger picture.

History

Since its inception in 2010, Elyssia has lovingly crafted and evolved numerous brands, attentively responding to the ever-changing needs of caregivers and embracing the latest technologies. These heartfelt endeavors have led to remarkable achievements and widespread recognition, all driven by our unwavering dedication to transforming the art of nurturing.

International Design Excellence Awards (USA)
World's Top 3 Design Awards
(2023)​

Red Dot Design Awards (GER)
World's Top 3 Design Awards
(2017, 2022)

iF Design Awards (GER)​
World's Top 3 Design Awards
(2020)

Good Design Awards (USA)
(2020, 2023)

Good Design Awards (AUS)
(2023)

Good Design Awards (KOR)
(2013, 2017, 2020, 2023)

2021~Present

2024.04

Moyuum, Certificate of Global Leading Company 1,000+
Certificate of Designation: Seoul Awards 2024, Momo Rabbit, Moyuum

2023.12

Global Export Sales reach KRW 40 Billion
Certificate of Best Family Friendly Management
USA Good Design Award 2023: Moyuum
Moyuum, A million Dollar Export Trophy 2023

2023.11

Certificate of Excellent Quality Competitiveness Enterprise

2023.10

AUS Good Design Award Winner 2023: Elava, Biomela, Sagepole
USA Good Design Award 2023: Sagepole
Certificate of Good Design Selection 2023: Elava
Certificate of Designation: Seoul Awards 2023, Botanical Therapy

2023.09

Moyuum, Certificate of Venture Enterprise
Certificate of Innovation Design Company 2023

2023.08

Certificate of Information Security Management System

2023.07

CBME(Children, Baby, Maternity Expo) Awards 2023: Moyuum

2023.05

USA Scholastic Inc. Publication License Agreement

2023.04

Petitelin, Certificate of Global Leading Company 1,000+

2023.02

BeFe Innovation Awards Grand Prize 2023: Doodoostory

2023.01

USA International Design Excellence Awards 2023 Finalist: Moyuum

2022.12

Petitelin, Three million Dollar Export Trophy 2022
Global Export Sales reach KRW 10 Billion
Established(Equity Spinoff) Moyuum Co., Ltd.

2022.03

GER Red Dot Winner 2022: Moyuum

2022.01

Certificate of Promising Small and Midium Enterprise in Export

2021.12

Petitelin, Essenlue, A million Dollar Export Trophy 2021
Annual Sales reach KRW 100 Billion

2021.09

Certificate of Global Premium Living Goods: Sagepole, Moyuum

2021.03

Widus Partners PEF Acquisition
Patent Registration for Doodoostory 'Shadow Theater' (No. 10-2233314)

2016~2020

2020.11

Certificate of Good Design Selection 2020: Sagepole, Moyuum

2020.09

Doodoostory, Certificate of Venture Enterprise

2020.03

GER iF Design Awards 2020: Sagepole

2020.02

Patent Registration for Moyuum 'All-in-one Baby Bottle' (No. 10-2082379)

2020.01

USA Good Design Award 2020: Sagepole, Harper's Table
GER iF Design Awards 2020: Moyuum

2019.11

Product Safety Management Merit Award 2019, Ministerial Award Certificate

2019.09

SUI Holle Baby Food AG, Exclusive Distribution Agreement: Holle

2019.07

MOU signed with Korea Conformity Laboratories

2018.10

The 20th Korea Design Award 2018, Ministerial Award Certificate
ITA OKbaby S.R.L., Exclusive Distribution Agreement: OKbaby

2018.05

Essenlue, Certificate of Venture Enterprise

2018.03

Self-management of Children's Goods Awards Grand Prize 2017

2017.12

Certificate of Good Design Selection 2017: Dono&Dono, Clarmiel
USA VTech Electronics Ltd, Exclusive Distribution Agreement: Leap Frog

2017.09

Established Doodoostory Co., Ltd.

2017.08

Certificate of Global IP Star Company

2017.07

GER Red Dot Winner 2017: Sagepole

2017.05

Self-management of Children's Goods Awards Grand Prize 2016

2016.12

GBR Shnuggle LLC, Exclusive Distribution Agreement: Shnuggle

2016.05

Korea Children's Environmental Health Merit Award 2016, Ministerial Award Certificate

2016.04

Self-management of Children's Goods Awards Grand Prize 2015

2010~2015

2015.06

Certificate of High-Growth Gazelles Company
Established Essenlue Co., Ltd.

2013.10

Certificate of Good Design Selection 2013: Milo&Gabby, Bookleben
First International Launch to Vietnam in 2013

2012.12

USA Wow Gear LLC, Exclusive Distribution Agreement: Wow-cup
GBR Jellycat Ltd, Exclusive Distribution Agreement: Jellycat

2012.11

Petitelin, Certificate of Venture Enterprise

2010.03

Established Petitelin Co., Ltd.

Our Leadership

Elyssia

Soonkyu Pyo

Group CEO
Soonkyu Pyo serves as the Group CEO of Elyssia. For over 8 year, he has successfully led growth in the baby products market as the CEO of both Elyssia and Petitelin. Prior to this, he accumulated a wealth of experience in technology and management as the CEO of PlainKnot, and further honed his strategic capabilities as a management consultant at McKinsey. Additionally, he played a pivotal role in driving the growth of SK M&Service as its CTO. Earlier in his career, he worked as a researcher at Hyundai Information Technology. He holds an MBA from the Wharton School, University of Pennsylvania and both a B.S. and M.S. from KAIST.
Martha Shim

Business Unit President, Petitelin

Sunghee Jang

Business Unit President, Essenlue

Sunyoung Kim

Business Unit President, Doodoostory

Myungsung Kim

Business Unit President, Moyuum

James Kim

Chief Financial Officer

Wade Hwang

Head of International

Counselor adding

Steve J. Byun

Board Director
Steve is the Managing Partner and Founding Member of Widus Partners. Steve has advised and invested in growth and venture stage companies in Korea, Hong Kong, and the US since 2008. Before founding Widus Partners, he has experience working as a corporate lawyer specializing in private equity and M&A transactions at Ropes & Gray, Freshfields Bruckhaus Deringer, and Kim & Chang in Hong Kong and Korea. Steve also worked at KPMG in the Financial Advisory Services group in Seoul and San Francisco, advising on various cross-border deals. Steve received his JD from Northwestern University School of Law, MBA from Northwestern University’s Kellogg School of Management, and his B.A from the University of California, Berkeley.

David Song

Advisor
David is the President at Widus Partners responsible for firm management, strategy, operations, and private investments. Most recently, David was CEO of Hillspring Investment, a Korea based VC firm investing in tech start-ups in Korea and U.S. and prior to that CEO of Hub Investment, an investment advisory firm based in Seoul covering Asian markets as well as global consumer and automotive sector. He also spent 21 years at Nike spanning across US, China and Korea namely as VP/GM of Nike Korea and VP/GM of Nike North China along with various other roles in sales, marketing, product management, strategy and logistics. He was also a management consultant at McKinsey. David holds MBA from Harvard Business School and B.A. from University of Western Ontario Richard Ivey School of Business.

Brands

Elyssia currently operates over 30 brands through its four subsidiaries, encompassing every category essential for parents, caregivers and babies in their nurturing journey.

Skin care
Book, Toy,
Educational Tool
FOOD/
SUPPLEMENT
Feeding
HYGIENE
DAILY SUPPLIES
INTERIOR
BEDDING,
CLOTHING

Global Footprint

6+countries

Since its first international launch to Vietnam in 2013,
Elyssia's leading brands have already become household names in several Asian countries,
and now the company is taking big steps to expand its reach to fulfill the vision beyond Asia and around the world.

Social Responsibility

Elyssia's sustainability strategy underpins the commitment to being a responsible and conscientious member of society.

Environmental

Carbon Neutrality Campaign
Expanding Vegan, Organic and Green Certified Products
Green SCM processes
Enhanced environmental legislation compliance and education

Social

Nation-wide Daycare Center Clean Water Campaign
Information Security Management System Certification
Continuous domestic and international social contribution activities
Donation
Product liability insurance
Employment equality for the disabled and gender

Governance

Protection of shareholder rights, external audit by PwC
Quality and compliance management
MOU signed with Korea Conformity Laboratories
Integrated Risk Management System

Key Numbers in Elyssia

*As of June, 2024