Joohyun Ryu is a definite optimist. His clear understanding of situations has always guided him in the right direction, and his optimism has given him the strength to push through difficult times. Since he won the high school student council election, defeating a highly popular leading candidate, optimism has played a crucial role in his journey to entrepreneurship. Back then, the belief that they could convince their classmates with genuine policies fueled his campaign team, ultimately helping him secure the position of student council president.

He set his sights on a business career from his first year of high school. One night before an exam, he picked up his father’s copy of Jack Welch’s "Winning" and was instantly captivated, reading it through the night. The idea that business could have an unmatched impact on society enthralled him. His dream became clearer and clearer. After entering Seoul National University’s Business Administration program, a course on "Entrepreneurship and Economics" opened his eyes to the world of startups. He realized that entrepreneurship was a comprehensive art form, and he needed to start his own business to fully take the reins. His first startup was PinNote, a service his developer friend created, allowing users to share resources as easily as tossing Post-it notes. Persuading his friend to join him, they received a lot of attention, secured a spot in a startup incubation center, won top prizes in a startup competition, and garnered a significant user base. However, as the service gained recognition, he felt his limitations as a leader, unsure how to set the company’s direction or make strategic decisions. Eventually, he decided to end the service and committed to strengthening his skills as a decision-maker.

N-CEO, an academic society in the business school, focused on the broad theme of creating socially impactful businesses. This group resonated with his view of entrepreneurship as a comprehensive art, and it became a place for his next stage of growth.

After graduating, he decided to gain experience in a large organization, intending to start a business later on. Drawing on his university experience, he was drawn to consumer goods and chose LG Household & Health Care for his first role. In the marketing team, he gained valuable experience over two years, working across a wide scope of marketing tasks. His time at Wemakeprice over the next five years gave him insights into brand management, where he grasped the key modules of the consumer goods business.

Having discovered his aptitude and passion for consumer brand business, he decided to found Artitude, with the goal of bringing healthy gourmet experiences to the world. Combining "Art" and "Attitude," Artitude’s goal was set. While many consumer brand teams in Korea analyze existing market items quantitatively, Joohyun Ryu decided to focus on something that didn’t yet exist in the Korean market. Rather than pursuing easy-to-access opportunities, he aimed to provide people with real value in a currently small but high-potential market. His initial purpose and unique strength were in delivering healthy and flavorful products that others had yet to offer. For example, since its inception, Artitude’s products have maintained high production costs, a commitment few others could match. This determination to offer exceptional value has been both Artitude’s driving force and challenge, with optimism allowing Ryu and his team to navigate obstacles with joy. Overcoming challenges to achieve outstanding quality gives them an edge that others can’t easily replicate.

Products like Lukt Yogurt, Lukt Flavored Butter, and Lukt Kindy Yogurt all came to life because of clear-eyed optimism. His ongoing experience in consumer brand business has helped him grow into a founder with a comprehensive view of the business, tackling issues with a positive outlook grounded in a solid understanding of the bigger picture. His development of the Kindy yogurt line for children is one example. When no manufacturer could handle the required processes, he didn’t give up. Drawing on his knowledge of the entire production process, he invested 80 million won to equip the manufacturer, filling in the gaps necessary to make the product. This dedication makes Lukt Yogurt hard to benchmark. Even two years after its launch, no small or large companies have produced a competitive alternative. While other companies might excel at individual aspects, Artitude takes pride in excelling across all essential modules to achieve success.

Joohyun Ryu and Artitude reject the notion of taking the easy route. Their commitment to delivering genuine value to customers is a core part of their philosophy. As a leader, Ryu inspires confidence in his team’s willingness to tackle challenges. Currently, all Artitude team members, except for one, have worked with him before. His flexible leadership and open culture encourage them to take on this venture together. Gratefully, customers resonate with these efforts, often calling Lukt “a trusted brand.” Like the protagonist Shota from the comic Sushi Master, who excels through hard work and authenticity, Joohyun Ryu and Artitude strive to bring Lukt Yogurt, crafted in Korea, to people around the world. It’s a challenging endeavor but one filled with excitement. They dream of a future where Lukt is trusted and enjoyed globally.