The Hyoosik

The Hyoosik, founded in 2019 by Shin Hyeon-wook and Kim Jun-ha, is a South Korean proptech and hospitality solutions company that specializes in revitalizing underperforming small and medium-sized hotels. The founders, who met at a Seoul National University real estate club, combined their distinct expertise to address the stagnant domestic lodging market. Shin Hyeon-wook is a serial entrepreneur who previously founded and sold the premium study cafe brand 'Atostudy' to a KOSPI-listed company. Kim Jun-ha brought extensive experience in real estate development, having led numerous projects for brands like Starbucks and McDonald's drive-thrus.

The company operates on a full-stack business model, integrating real estate development, construction, hotel operations, and proprietary IT solutions to transform outdated properties into profitable, modern accommodations. The process begins with identifying and acquiring undervalued hotels using a proprietary valuation model and an Expected Sales Analysis System (ESAS). Following acquisition, often through special purpose corporations (SPCs) for each property, The Hyoosik's construction subsidiary, Space Planning, remodels the buildings into "content hotels" with distinct themes and amenities tailored to MZ generation consumers. These hotels, such as the 'A-neuk' and 'Soryun' brands, feature specialized content like in-room yoga spaces or professional-grade desk setups to cater to different customer segments.

Revenue generation is multifaceted, stemming from hotel operations, construction services, and technology subscriptions. The firm operates a cloud-based SaaS property management system and offers an unmanned central control solution (Front Outsourcing), minimizing staffing needs through AI-powered, kiosk-based check-ins. As of August 2025, the company has operated 248 hotels and serves over 1,220 hotels with its SaaS products. Financially, The Hyoosik has demonstrated significant growth, reporting consolidated revenue of KRW 95.3 billion and an operating profit of KRW 10.5 billion in 2024. The company has successfully raised a cumulative total of KRW 42.8 billion, including a recent KRW 20 billion Series B+ round, to fuel its expansion into the tourist hotel market and global markets.

Keywords: proptech, hospitality solutions, hotel revitalization, real estate development, hotel asset management, property technology, hotel operations, unmanned hotel, SaaS, cloud PMS, hotel valuation, accommodation solutions, hotel construction, space planning, content hotel, boutique hotel, small & medium hotel, hotel investment, real estate finance, Korean startup