O'sulloc

O’sulloc emerged in 1979 as a revolutionary force in Korean tea culture, founded by visionary Suh Sung-whan during a time when traditional tea was nearly extinct. Korean tea culture in the late 1970s faced complete obliteration as rapid industrialization drew youth away from ancestral farms into urban centers, while coffee became the fashionable beverage of choice.

Suh Sung-whan recognized this cultural crisis and resolved to resurrect Korea’s tea heritage through radical innovation rather than mere preservation. His approach combined scientific rigor with cultural reverence, transforming soil analysis into an art and water management into precise science to coax the finest leaves from Jeju Island’s volcanic earth.

The company’s early innovations represented seismic shifts in Korean tea production. O’sulloc didn’t simply build a factory but erected what could be described as a temple of modern processing, ensuring each leaf achieved its peak potential. Marketing became a strategic offensive, selling not just tea but well-being itself, packaging ancient green tea wisdom in sleek, modern designs that appealed to a new generation.

O’sulloc’s tea houses transcended traditional cafes, becoming immersive cultural experiences and sanctuaries where souls could reconnect with their heritage. The brand’s commitment to organic farming represents a moral imperative, with certifications including USDA Organic, IFOAM, and EU Organic since 2010.

The company’s emphasis on hand-picking represents a calculated pursuit of perfection, with skilled hands selecting only the youngest, most tender leaves bursting with unparalleled flavor and aroma. This meticulous approach to harvesting, combined with Jeju Island’s unique volcanic terroir, creates the foundation for their premium matcha and tea offerings.

Today, O’sulloc stands as a testament to the transformative power of vision, innovation, and unwavering dedication, seamlessly weaving ancient traditions with cutting-edge practices to preserve and elevate Korean tea culture to unprecedented heights.