PASECO

What PASECO does

PASECO (주파세코) is a privately held Korean home appliance manufacturer founded in 1974 and headquartered in Ansan, Gyeonggi-do, South Korea. The company designs, manufactures, and sells a portfolio of seasonal comfort and kitchen appliances, with window-type air conditioners — particularly its Dual Inverter and Premium series — as the core product line. Adjacent categories include kitchen appliances (range hoods, gas and induction cooktops, food dehydrators, dishwashers, oil purifiers), winter heating products (camping heaters, DC carbon mats, fan and gas heaters, humidifiers), summer appliances (circulators, fans, tower fans, portable ACs, dehumidifiers), and lifestyle/commercial items (body dryers, laundry dryers, bidets, gas fryers, vegetable cutters). Proprietary technology elements include dual inverter compressor systems, an Easy-Fit window installation kit (56cm/98cm), and the newly unveiled Stardust built-in kitchen hood. Several window AC SKUs hold KC safety certifications under Korea's Electrical Appliances Safety Control Act.

PASECO operates an exclusively domestic, direct-to-consumer business model with no international presence identified. Sales run through the owned e-commerce storefront (paseco.co.kr), Naver Shopping Live live-commerce channel, a domestic dealer/store network, and direct courier delivery via LOGEN and Kyungdong Express. The company monetizes hardware sales across price tiers ranging from budget AC units (around KRW 599,000) to premium models (KRW 899,000) and commercial equipment (e.g., oil purifier at KRW 790,000), supplemented by recurring-service revenue from installation (KRW 50,000–80,000) and professional AC cleaning (KRW 109,000). Marketing leverages Naver-integrated channels (Naver Blog, Naver Pay promotions, Naver Login), KakaoTalk customer service, and event activations such as Korea Build Week. The customer base is dominated by individual Korean households seeking seasonal cooling/heating and kitchen solutions, with a secondary commercial segment (restaurants, food service) using heavy-duty kitchen equipment. The company is led by Representative Director Yoo Il-han (유일한) and has between 251 and 500 employees.

Name

PASECO

Legal name

(주)파세코

Website

https://paseco.co.kr

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

251–500 employees

Short description

PASECO is a privately held Korean home appliance manufacturer (founded 1974, Ansan) that designs, produces, and directly sells window air conditioners, kitchen appliances, heating products, and lifestyle devices to individual South Korean households and small commercial users via its own e-commerce site and Naver channels.

Ownership category

akta.pro rank

Product category

Home Appliances

NAICS

Major Household Appliance Manufacturing (33522), Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341), Electronics and Appliance Retailers (4492)

SIC

Electric Housewares & Fans (3634), Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585), Household Appliances (3630)

akta.pro primary industry

HVAC & Air Treatment Appliance Retail (Air Conditioners, Heat Pumps, Air Purifiers/Dehumidifiers) (CRACACAE)

akta.pro secondary industries

Personal Comfort & Air Treatment Appliances Retail (Fans, Heaters, Humidifiers, Purifiers) (CRACADAI), Appliance Parts Replacement (Belts, Hoses, Switches, Heating Elements) (HSAGANAM), HVAC Parts & Supplies Retail (Thermostats, Filters, Ducting) (CRAIADAI)

Keywords

• Window air conditioners
• Kitchen appliances
• Home appliances
• Heating appliances
• Built-in range hoods

Headquarters

HQ city

Ansan

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Product Sales (E-commerce): Direct-to-consumer sales of home appliances through official website, Naver Shopping Live, and marketplace channels. Products include window air conditioners, kitchen appliances, heating/cooling devices, and commercial appliances sold at various price points from budget to premium.
2. Installation Services: Professional in-home installation services for air conditioners and other appliances, with additional fees for extended services.
3. After-Sales Services: Professional cleaning and maintenance services for air conditioning units, sold as separate service products.
4. Consumables and Accessories: Sale of replacement parts, filters, covers, and accessories for PASECO appliances.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

PASECO manufactures and sells window-type air conditioners, kitchen appliances (range hoods, cooktops, food dehydrators), heating appliances (camping heaters, carbon mats, fan heaters), and lifestyle appliances (body dryers, humidifiers, laundry dryers) directly to South Korean consumers through its own e-commerce website and Naver Shopping Live. The company offers annual model-year refreshes of its Dual Inverter and Premium air conditioner lines, professional in-home installation services, and after-sales cleaning/maintenance services sold as separate service products.

Product overview

PASECO ((주)파세코) is a Korean home appliance manufacturer founded in 1974, specializing in seasonal comfort and kitchen appliances. The product portfolio spans summer appliances (window air conditioners, circulators, fans, portable air conditioners, dehumidifiers), winter appliances (heaters, carbon mats, oil heaters, fan heaters, gas heaters, humidifiers), kitchen appliances (gas/electric cooktops, electric grills, range hoods, food dehydrators, dishwashers, oil purifiers), lifestyle appliances (body dryers, laundry dryers, bidets, clothing care systems), commercial-grade equipment (gas fryers, vegetable cutters, filters), and camping gear (camping stoves, portable heaters). The core product lines include the Dual Inverter and Premium series window air conditioners (PWA-xxxx models), the Body Dryer series, various range hood models (PHD-series), and the newer premium built-in kitchen hood 'Stardust'. The company also offers related services including air conditioner installation and professional cleaning services, and maintains an active new product launch cycle with annual model year updates for air conditioners. Products are distributed through the official shopping mall (paseco.co.kr) and Naver Shopping Live.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Energy efficiency Grade 1 rating on select air conditioner models
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Samsung Electronics: Global Korean appliance incumbent with dominant share in Korean air conditioners, kitchen appliances, and connected home products. Defines the premium competitive benchmark PASECO must differentiate against in nearly every category it sells.
• Coway: Largest Korean home appliance rental/subscription company (water purifiers, bidets, mattresses, and now kitchen and cleaning appliances) with a national service network. Comparable as a Korean appliance incumbent building recurring service revenue on top of hardware — relevant to PASECO's installation/cleaning service layer.
• Carrier Korea (Carrier Global): Global HVAC incumbent with a Korea presence in air conditioners and heating systems. Comparable to PASECO's window-AC and seasonal comfort appliance portfolio, particularly at the premium inverter end of the market.
• LG Electronics: Korean appliance major with deep portfolios in air conditioners (including window-type and split systems), kitchen appliances, and HVAC. Competes with PASECO across multiple product categories (AC, kitchen hood, cooktop) but at vastly larger scale and brand spend.

Direct peers

• SK Magic: Korean home appliance company known for water purifiers, bidets, and increasingly kitchen/cleaning appliances, with a strong direct-to-consumer subscription/service model in Korea. Comparable as a Korean mid-sized appliance player leveraging service revenue and DTC channels alongside product sales.
• Winia (formerly Daewoo Electronics): Korean home appliance manufacturer offering a similarly broad household appliance lineup including air conditioners, kitchen appliances, and small domestic appliances. Directly comparable as a Korean mid-tier private/regional appliance brand competing with the same majors (Samsung/LG) on similar category breadth.
• Rinnai Korea: Korean arm of Rinnai (Japan), specializing in gas appliances including cooktops, gas heaters, and range hoods. Directly comparable as a Korea-focused appliance brand with deep gas-cooktop and gas-heater product lines that overlap with PASECO's kitchen and heating portfolio.
• Hyundai (Home Appliance division): Korean home appliance maker offering kitchen and household appliances under the Hyundai corporate brand, including hoods, cooktops, and small appliances. Comparable as a domestically recognized Korean mid-market appliance competitor in kitchen and household categories.

Regional players

• Hanssem: Korea's largest kitchen/interior specialist retailer and manufacturer, deeply embedded in built-in kitchen and kitchen hood categories. Comparable as PASECO expands into premium built-in kitchen (Stardust hood) — Hanssem controls significant built-in kitchen shelf and specification.
• Whirlpool Korea: Korean operations of global appliance major Whirlpool, competing in major household appliances including ACs, laundry, and kitchen. Comparable as a foreign-brand appliance player operating in Korea with similar mid-to-premium positioning in core home categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCaSGxavHJT9HV1ibLQMaIow?view_as=subscriber
• Facebookfacebook.com/koreapaseco
• Instagraminstagram.com/korea_paseco
• Xx.com/ilovepaseco

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 PASECO