According to South Korean media reports on September 5, Joeun Electronics, a South Korean company with expertise in PCB and electronic component laser processing, is applying its precision manufacturing know-how to the health and beauty sector with the launch of its brand Pure Healthcare. By leveraging technology and process skills developed in the semiconductor and electronics industries, the company aims to bring a technology-driven approach to new global markets.

Founded in 2013, Joeun has grown from a small processing firm into a recognized industry player under the leadership of CEO Won Jong-pyo. The company emphasizes "technology and people" as the foundation of its management philosophy, investing heavily in workforce development through annual training programs with Japanese equipment makers and continuous education in advanced processing technologies. A performance-based incentive system tied to defect rates further supports quality and productivity improvements.

Joeun's competitive edge lies in its laser processing technology, capable of producing substrates for semiconductor packaging while maintaining one of the lowest defect rates in the industry. Despite headwinds across the electronics sector, the company posted sales of KRW 5 billion (approx. $3.7 million) last year, supported by reliable production and customer trust.

Pure Healthcare has already launched several new products, with cosmetics set to debut in September and plans underway for international expansion.

Notably, the company's achievements were formally recognized on June 26, 2025, when Joeun Electronics won first place in the PCB and electronic components category at the 2025 Hit Brand Awards, an honor sponsored by the JoongAng Ilbo. The award acknowledges excellence in product quality, innovation, and consumer value, with 40 companies selected across categories following strict evaluation. Joeun currently holds three patents, including a multi-functional PCB loader device, and continues to focus on process innovation and R&D investment.

CEO Won said, "Based on world-class technology, quality, and transparent management, we have strived to contribute to the advancement of the semiconductor industry. In the rapidly changing global semiconductor market, we will continue to prioritize integrity and innovation as our core values to become a trusted partner."

With a solid foundation in PCB and electronic component processing, Joeun Electronics demonstrates how deep technical expertise can be leveraged beyond traditional markets. By entering the health and beauty sector, the company is not only expanding its business footprint but also showcasing the versatility of its technology-driven approach. As Pure Healthcare prepares for global launch, Joeun's journey highlights the potential for innovation-driven companies to explore new frontiers while maintaining excellence in their core industries.