'From 1.8 Billion to 200 Billion Won in Corporate Value'... The Unstoppable Sprint of 'The Huesik' Turning the Tables in the Lodging Market

While numerous proptech companies struggle, there is a startup that is receiving the market's full expectations with its exceptionally prominent growth. It is none other than the IT-based comprehensive lodging solution company, 'The Huesik'.

The Insight of Seoul National University Alumni Who Jumped into the Outdated Motel Market, Background of Founding

The birth of The Huesik originated from the connection between the two co-CEOs, Kim Jun-ha and Shin Hyun-wook, who met as an interviewer and an interviewee at the Seoul National University Real Estate Club (SRC).

CEO Kim Jun-ha, a real estate expert who led more than 20 small and medium-sized real estate developments after working at Mirae Asset Global Investments, and CEO Shin Hyun-wook, a serial entrepreneur who founded the premium study room brand 'Ato Study' and successfully sold (exited) it to a listed company for tens of billions of won. They conversely discovered a massive opportunity for innovation in the backwardness of the motel market, which had remained stagnant for 30 years, driven by elderly building owners and small-scale business operators. Their starting point was to regenerate old lodging facilities losing their commercial value and transform them into spaces of rest and local landmarks.

From Legwork Fact-Checking to IT Internalization... A Different Dimension of a 'Full-Stack' Value Chain

The Huesik's greatest weapons are thorough 'data' and 'IT technology'. To build a valuation model in the early days of their business, they showed tenacity by visiting not only motels across the country but also nearby toothbrush factories and laundry companies to collect actual data. Based on this, they independently built the 'Estimated Sales Analysis System (ESAS),' which categorizes nationwide commercial districts into 136 areas, allowing them to select only undervalued properties to begin purchasing and development.

Internalizing an IT-based 'Full-stack' ecosystem beyond simple remodeling is also a core competitive edge. By acquiring 'I-Crew Company,' a subsidiary that provides cloud-based operation solutions, and recently the business rights of '369 System,' which possesses original hardware technology, they perfectly linked software with hardware such as room management kiosks. Through this, they realized 24-hour unmanned control operations, saving the labor costs of at least three people required for shift work and maximizing the profitability of small hotels.

'Content Hotel' Hitting the Tastes of Millennials and Gen Z, Miraculous Jump in Sales

The Huesik evolved lodging spaces into 'content hotels' tailored to the lifestyles of Millennials and Gen Z (MZ generation). They provide customized experiences by theme, such as a movie room, a music room equipped with high-end audio, a spa room with a luxury ryokan concept, and an in-room gym for fitness enthusiasts.

The strategy resulted in explosive outcomes. An old motel in Cheonan, which had only 1 million won in monthly sales in the most underdeveloped commercial district, jumped to 40 million won in monthly sales after transforming into The Huesik Soryun Hotel with a 'Hong Kong Retro' concept. The Suwon Ingye branch, which had a deficit of 18 million won, transformed into a high-revenue workplace with 130 million won in monthly sales after construction and consulting. The Hongdae Anek Hotel, purchased for 7.8 billion won, went through value-up and was successfully sold to a listed REITs company for 11 billion won. Thanks to such space planning ability, The Huesik's affiliated hotels continue to set amazing records, surpassing 2.5 million cumulative visitors and an 180% room occupancy rate.

Explosive Performance without Deficits and the Full Support of TS Investment

Such innovation is proven by dazzling financial indicators and a vertical rise in corporate value. Having never recorded a single operating loss since its founding, The Huesik achieved 3.9 billion won in sales and 320 million won in operating profit in 2021, 13 billion won in sales and 12.8 billion won in operating profit in 2022, 24.9 billion won in sales and 3.4 billion won in operating profit in 2023, and 44.2 billion won in sales and 3.8 billion won in operating profit in 2024. In particular, in 2024, when business sophistication was achieved, it recorded 95.3 billion won in sales and 10.5 billion won in operating profit on a consolidated financial statement basis, proving its solid profitability.

Corporate value has also jumped at a phenomenal speed. According to Pdeck, from an estimated corporate value of 1.8 billion won when it received a 300 million won investment in 2021, the estimated corporate value reached a whopping 200 billion won when it attracted a 20 billion won investment from TS Investment in August 2025. Believing in The Huesik's overwhelming value chain and data competitiveness, TS Investment is continuing exceptional large-scale follow-on investments, becoming a reliable partner in the company's growth.

From a Marriott Joint Venture to High-End Villas, Limitless Business Expansion

The Huesik's gaze is now directed beyond the small and medium-sized motel market toward the broader hospitality industry as a whole. Following a proposal from 'Marriott International,' the global No. 1 hotel brand that took note of its solid capabilities, they plan to consecutively introduce 2-3 star joint venture brand hotels, starting in Guwol-dong, Incheon, this December. Global expansion into the Japanese lodging market, which is rich in infrastructure for foreign tourists, has also entered the countdown after repeated business trips to Japan.

In addition, by recently launching the high-end villa membership brand 'The Boundary,' they have entered the luxury detached villa and hotel-type villa market, setting a new standard. Furthermore, they have stepped up as a relief pitcher in the 'living accommodation facility (Saeng-suk)' market, which is in chaos due to frequent disputes and deteriorating profitability, starting with the consignment operation of the 'Diamer Hotel' in Yangyang, Gangwon-do. Their plan is to tackle the industry's chronic problems head-on, armed with upfront capital injections, transparent settlements, and overwhelming operational capabilities.

Going beyond a simple motel remodeling company, The Huesik is evolving into Asia's premier 'comprehensive hospitality infrastructure provider,' encompassing everything from business planning to IT solutions, construction, and real estate finance sales. This is the reason why the disruptive innovation in the lodging industry that they will continue to write in the future is receiving the market's hottest expectations.