SJW International

SJW International operates the online education platform Siwon School, a prominent name in South Korea's language learning market. The company was established in November 2006 by founder Siwon Lee, who also serves as the principal instructor. Lee's journey into English education was unconventional; having struggled with the language in his youth, he moved to Canada and developed his own method for learning, which focused on conversational skills rather than rote memorization. This personal experience formed the bedrock of Siwon School's teaching philosophy.

The venture began as a one-person enterprise, with Lee initially handling everything from filming and editing lectures to marketing and customer service. The business carved out a niche by targeting adult beginners, a segment often overlooked by traditional academies focused on test preparation. This strategic focus on practical, conversational English for adults proved successful, leading to significant growth. By 2016, the company that started with a small investment had grown into a major enterprise with over a hundred employees.

The business model is centered on providing online video courses accessible via subscription. Revenue is generated through the sale of these online language courses and accompanying textbooks. Initially focused on English, the platform has expanded its offerings to include a wide array of languages such as Japanese, Chinese, Spanish, German, and Vietnamese, among others. Beyond general language conversation, Siwon School has diversified into test preparation for exams like TOEIC and IELTS through its 'Siwon School LAB' brand, as well as courses for children and business professionals. The company has successfully employed celebrity endorsements and strategic partnerships with home shopping networks and social commerce platforms to broaden its market reach.

The platform's core product is its extensive library of video lectures based on Lee's method of connecting simple words to form sentences, making language acquisition feel more intuitive for beginners. Courses are designed to be accessible and engaging, encouraging daily study habits. The service has expanded to incorporate more interactive elements, including one-on-one live chat tutoring and an adaptive learning platform, to provide a more personalized experience.

Keywords: online education, language learning, EdTech, Korean startup, Siwon Lee, English conversation, foreign language courses, e-learning platform, adult education, test preparation, TOEIC, IELTS, Japanese language, Chinese language, Spanish language, online video lectures, subscription model, educational content, Siwon School LAB, corporate language training