Yogi Corporation

What Yogi Corporation does

Yogi Corporation is a Seoul-headquartered consumer brand operator founded in July 2016, originally established as the exclusive Korean distributor of the US-origin Yogibo bean bag sofa brand and rebranded from Yogibo Korea to its current name in 2021. The company runs two business pillars: Brand Operations, under which it manages the Yogibo and SallyFeel ('Well-Living') brands across Korean offline retail, e-commerce (yogibo.kr, sallyfeel.com), department store experience zones, pop-ups, and a duty-free shop at Incheon Airport Terminal 1; and Business Development & Consulting, which provides market entry, supplier sourcing, partner matching, technology scouting, and back-office services to international brands seeking to enter or expand in Korea.

The company's most differentiated technology is HRF (High Resilience Foam), a proprietary filling material co-developed with LOTTE Chemical over five years of R&D and commercialized March 1, 2023. HRF is protected by PCT/KR2021/014299 (hybrid filling material) and design registration 30-2021-0043826 (refill cap), and is positioned to outperform EPS (9-10x durability) and EPP (5-7x durability) with 99.9% antibacterial inhibition against Staphylococcus aureus and E. coli. HRF is supplied both internally to Yogibo products and externally to third-party bean bag manufacturers under supply agreements (e.g., Bonita).

Revenue is generated through four streams: retail and online sales of Yogibo and accessory SKUs (including Modju modular sofa and Yogibo Zoola lines); licensing royalties from character collaborations with Kakao Friends, Disney, and Toy Story; HRF filling material supply to third parties; and professional services for international companies seeking Korean market entry. Distribution is omnichannel (160+ Yogibo stores globally via the brand network, plus department stores, duty-free, pop-ups, and own e-commerce), and the customer base is primarily individual consumers with secondary B2B exposure through sports sponsorships (Seongnam FC, Changwon LG Sakers, Wonju DB Promy), hospitality (voco Seoul Gangnam), and cultural partnerships (HDC Young Chang, Kurzweil, S-OMNI). Reported headcount is 51-100, and the company is privately held and founder-led.

Name

Yogi Corporation

Legal name

Yogi Corporation Inc.

Website

https://yogico.kr

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Seoul-headquartered Yogi Corporation serves as the exclusive Korean distributor for the global Yogibo bean bag sofa brand, operates the proprietary HRF filling material business co-developed with LOTTE Chemical, and provides market entry and business consulting services to international brands targeting Korea.

Ownership category

akta.pro rank

Product category

Lifestyle Furniture & Bean Bag Sofas

NAICS

Urethane and Other Foam Product (except Polystyrene) Manufacturing (32615), Mattress Manufacturing (337910)

SIC

Plastics Foam Products (3086)

akta.pro primary industry

Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors) (IMAOAKAE)

Keywords

• Bean bag furniture
• Lifestyle brand management
• Wellness home products
• Foam filling technology
• Business consulting services

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Personnel

Revenue model

1. Product Sales - Bean Bag Sofas and Accessories: Direct sales of Yogibo bean bag sofas, body pillows, cushions, and character-branded products through retail stores, e-commerce, pop-up stores, department stores, and duty-free shops.
2. HRF Filling Material Supply: Supply of proprietary High Resilience Foam (HRF) to third-party beanbag manufacturers. Yogi Corporation supplies HRF to Bonita under a filling material supply agreement.
3. Brand Licensing and Character Collaborations: Licensing revenue from character collaborations including Kakao Friends, Disney, and Toy Story editions. The company develops limited-edition products featuring popular characters.
4. Business Consulting Services: Strategic consulting and business development services including market analysis, local representation, partner matching, and technology scouting provided to international clients seeking Korean market entry.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Yogi Corporation is the exclusive Korean distributor and global brand operator for Yogibo bean bag sofas, body pillows, cushions, stuffed animals, and the Modju modular sofa, manufactured with its proprietary HRF (High Resilience Foam) filling technology. The company also runs the SallyFeel 'Well-Living' wellness brand and a Business Development & Consulting division that supports international companies with Korean market entry, partner matching, supplier sourcing, and technology scouting.

Product overview

Yogi Corporation operates as an integrated retail brand operator and business consulting firm with two core business pillars: Business Development & Consulting, and Brand Management. Under its brand portfolio, it manages Yogibo — the world's No.1 bean bag sofa brand (founded 2009 in the USA, 160+ stores globally) — offering bean bags, living accessories, body pillows, cushions, and stuffed animals with patented multi-form technology; and SallyFeel — the first 'Well-Living' brand combining wellness and lifestyle. Yogi Corporation also co-developed HRF (High Resilience Foam) filling material with LOTTE Chemical, launched Modju modular sofa, and is expanding Yogibo Zoola product lines. The company also provides strategic consulting services across market analysis, supplier sourcing, partner matching, technology scouting, and e-commerce logistics.

Differentiator

Problem solved

Functional benefit

Brands

• Yogibo: Global lifestyle brand offering bean bags, body pillows, cushions, and stuffed animals with patented technology allowing products to transform into multiple forms. Founded in 2009 in the USA, now with over 160 stores worldwide including USA, Canada, Japan, South Korea, Taiwan, Thailand, Singapore, and European countries.
• SallyFeel

Products and services

• Yogibo Bean Bag Sofas and Accessories Bean bag sofas, body pillows, cushions, stuffed animals, and living accessories using patented multi-form transformable technology, sold globally to consumers seeking premium relaxation furniture.
• Modju Modular Sofa Configurable modular sofa composed of Base, Top, and Corner modules for customizable seating arrangements, sold under the Yogibo brand in Korea.
• Yogibo Zoola Beanbag Sofa Line Premium beanbag sofa line used in hospitality partnerships, sports fan zones, and experiential retail environments under the Yogibo brand.
• HRF (High Resilience Foam) Filling Material Proprietary SUPER BEADS filling material supplied by Yogi Corporation to beanbag manufacturers (including Bonita under a supply agreement), offering superior durability, elasticity, resilience, and 99.9% antibacterial inhibition compared to conventional EPS/EPP.
• SallyFeel Well-Living Brand SallyFeel is a wellness-focused lifestyle brand offering products and content designed to support holistic Well-Living and harmony in daily routines, sold through sallyfeel.com.
• Business Development & Consulting Services Strategic consulting and business development services for international clients seeking Korean market entry, including market analysis, local representation, supplier sourcing, partner/client matching, technology scouting, business setup, payroll and HR services, marketing and PR, e-commerce and logistics, apostille and notarization, and importer of record services.

Quantifiable outcome

• 400 attendees rated Yogibo sleep experience 8/10 or higher, 98% said they would recommend it
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• LOTTE ChemicalcoreStrategic or Co-development Partner · 24 August 2021Yogi Corporation co-developed HRF (High Resilience Foam) with LOTTE Chemical through extensive trials and R&D over five years. HRF was commercialized on March 1, 2023 as a specialized filling material for beanbag sofas offering superior performance, cost-efficiency, and antibacterial properties.
• OrchestacoreStrategic or Co-development PartnerBusiness development and consulting firm comprised of seasoned experts with marketing experience for H&M, Mars-Wrigley, Toyota, De'Longhi, and Pepsi. Operates in Middle East and Europe regions.
• KR2USAcoreChannel Partner/ Reseller/ DistributorSpecialized K-Beauty market accelerator and operational partner functioning as dedicated U.S. headquarters for Korean beauty brands. Experience scaling brands at L'Oréal USA, Hanes Brands, Kenneth Cole. Regions: North America.
• Global StrideminorChannel Partner/ Reseller/ DistributorJ-beauty trading company dedicated to bringing premium Japanese products to the world. Has strong direct relationships with leading Japanese manufacturers and successful international trade facilitation. Regions: Asia.
• BonitaminorChannel Partner/ Reseller/ DistributorYogi Corporation signed a filling material supply agreement to supply High Resilience Foam (HRF) to Bonita, a beanbag maker. HRF provides superior durability, elasticity, and resilience to boost product quality.
• HDC Young ChangcoreGTM or Marketing PartnerComprehensive musical instrument and culture company affiliate of HDC Group. Partnership for joint events including 2025 Christmas Concert at Starfield Hanam (December 22 through January 4, 2026) and Family Month Concert (May 10-18, 2025). Features Kurzweil digital pianos with Yogibo relaxation zones.
• S-OMNIminorStrategic or Co-development PartnerPartnership for Sleep Travel Zone at Hyundai Department Store Pangyo featuring Waseda-University validated Yogibo Max and AI sleep coaching via SOMNIA app. Over two days, 400 attendees rated experience 8/10 or higher, 98% would recommend.
• KurzweilminorGTM or Marketing PartnerWorld-renowned digital instrument brand jointly organizing events with Yogibo featuring hands-on zones for latest digital pianos alongside Yogibo cushions and bean bags.
• RMHC KoreaminorOthersYogibo's ninth annual Awesome People social contribution campaign donated bean bag sofas worth 16 million KRW to RMHC Korea Yangsan House to enhance family lounge space for families of long-term hospitalized children.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Article: Article is a Canadian DTC furniture company selling modern sofas and home furniture direct to consumers. Comparable to Yogibo on the DTC furniture model and modular sofa category rather than the bean bag core.
• Burrow: Burrow is a US DTC modular sofa brand emphasizing easy assembly and modern design. Comparable to Yogibo's Modju modular sofa line on the modular/casual seating side, with similar DTC-first omnichannel model.
• Floyd: Floyd is a Detroit-based DTC furniture company known for modular sofas and bed frames with a design-forward, sustainability-emphasizing brand. Comparable to Yogi/Yogibo on the modern, flexible furniture side rather than the bean bag core.

Direct peers

• Lovesac: Lovesac is a US-based designer and retailer of bean bag-style Sactionals and Sacs. It is the most directly comparable competitor to Yogibo in the premium bean bag / modular sofa category, with similar transformable product positioning and a DTC + retail omnichannel strategy.
• Fatboy: Fatboy is a Dutch lifestyle brand best known for its Original bean bag and a wide range of indoor/outdoor lifestyle furniture. Comparable to Yogibo in bean bag product category, premium positioning, and global retail presence across Europe and North America.
• Big Joe: Big Joe is a US-based bean bag and bean-filled chair maker offering affordable, mass-market alternatives. Directly comparable to Yogibo in core bean bag product category, although positioned at a lower price point and broader mass channel.
• CordaRoy's: CordaRoy's manufactures convertible bean bag chairs that unfold into full-size beds. Directly comparable to Yogibo on the bean bag sofa concept with a unique transformable use case, marketed through DTC and major retail (Bed Bath & Beyond, Costco).
• Ambient Lounge: Ambient Lounge is an Australian designer and manufacturer of premium bean bag furniture sold globally. Directly comparable to Yogibo as a bean bag specialist brand with international distribution and lifestyle-led marketing.

Broad incumbents

• MUJI (Ryohin Keikaku): MUJI is a Japanese global lifestyle retailer offering minimalist home furniture including bean bag-style body fit cushions. Comparable to Yogibo/Yogi as a broad incumbent in the lifestyle home category with overlapping casual seating and a strong Asian retail footprint.

Regional players

• Hanssem: Hanssem is South Korea's largest home furniture and interior company. Comparable to Yogi as a Korean furniture retailer with overlapping casual seating and home furnishing products, but operating primarily within Korea and with a much broader furniture catalog.

Market position

Strengths3 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/yogicorporationkr

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Yogi Corporation