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Free Idea, founded in May 2022 by CEO Jongman Woo (50), is an innovative company that develops IoT-based dispensers, hardware, and software systems to tackle the root cause of plastic waste generated daily from single-use hotel amenities and to advance sustainable practices in the hospitality sector.
“We aim to reduce carbon emissions in the hotel industry by replacing plastic with aluminum IoT dispensers and refillable products,” said CEO Woo. “Our products utilize IoT technology and data to minimize plastic waste while supporting ESG-driven management.”
Since its establishment, Free Idea has achieved ISO certifications, received a commendation from the Minister of SMEs and Startups, and acquired five technology transfers from Samsung Electronics, underscoring its technological excellence. The company has registered 16 patents to date and achieved KRW 1.7 billion in revenue in 2023, marking rapid growth.
Free Idea develops IoT-based semi-permanent dispensers and carbon-reduction software, offering sustainable solutions to hotels and various industries.
“The aluminum IoT dispenser is made from eco-conscious materials, ensuring high durability and semi-permanent usability,” Woo explained. “Equipped with sensors and IoT technology, it measures and transmits usage data in real time and automatically alerts refill times, significantly improving operational efficiency.”
Additionally, Free Idea’s refillable bathroom product line uses eco-friendly pulp-mold packaging and capsule amenities designed for convenience and reduced plastic waste. Its vegan amenities — such as shampoo and body wash — are made from eco-certified Jeju green tea and barley, contributing to improved water quality as well as environmental sustainability.
Free Idea has also developed a carbon-reduction calculation engine that visualizes, in real time, how much carbon users have saved compared to conventional plastic products. This enables hotel clients to incorporate verified carbon-reduction data into their ESG reports.
“Our amenity management software allows hotels to track usage per room and automatically identify which rooms require refills,” Woo said. “Through an automated ordering system, hotels can manage amenity inventory more efficiently, reducing carbon emissions by over 77% compared to traditional plastic products. This not only improves operational efficiency and reduces costs but also helps clients achieve their ESG goals and contribute to a sustainable society.”
Pursuing B2B-oriented targeted marketing strategies, Free Idea focuses on premium hotels that prioritize sustainability and ESG management. “We provide tailored proposals emphasizing operational efficiency and measurable carbon-reduction benefits for hotel managers and executives,” said Woo. “We are also expanding our market through partnerships with hotel chains, resorts, and corporate training centers, leveraging Jeju’s eco-friendly local ingredients and brand story to deliver unique value.”
At its early stage, Free Idea secured KRW 350 million in seed investment, which fueled its R&D and product commercialization efforts. Its technological capabilities — proven by Samsung technology transfers, the Minister’s commendation, and selection for the TIPS R&D Program — have laid the foundation for further investment.
“We are currently pursuing a KRW 1 billion investment through partnerships with ESG funds and plan to attract Series A funding by 2025 to finance expansion into European and Southeast Asian markets,” Woo added.
Regarding the company’s founding story, Woo explained, “Free Idea began from a deep commitment to solving environmental challenges. After witnessing the massive plastic waste produced daily by hotels, I felt the urgent need for a transformative solution. Inspired by Jeju’s pristine nature, I set out to create technology that could address both plastic waste and global warming.”
He continued, “It’s deeply rewarding to see our products directly reduce plastic amenity usage and to hear from clients who experience tangible carbon-reduction results. Positive feedback from hotel guests who recognize their stay contributes to environmental protection motivates our entire team.”
Woo also highlighted Free Idea’s social initiatives: “When we collaborated with the Green Umbrella Foundation to donate sustainable bathroom products to vulnerable groups, it was fulfilling to realize that we were creating social value beyond business. We take pride in the fact that our technology not only reduces costs and improves ESG performance for our partners but also enhances their business value.”
Looking ahead, Woo said, “We plan to expand globally into Southeast Asia, Europe, and North America based on our IoT dispenser and carbon-reduction technologies. Beyond hotels, we aim to develop products for hospitals, airport lounges, and home markets.”
Free Idea, founded in May 2022 by CEO Jongman Woo (50), is an innovative company that develops IoT-based dispensers, hardware, and software systems to tackle the root cause of plastic waste generated daily from single-use hotel amenities and to advance sustainable practices in the hospitality sector.
“We aim to reduce carbon emissions in the hotel industry by replacing plastic with aluminum IoT dispensers and refillable products,” said CEO Woo. “Our products utilize IoT technology and data to minimize plastic waste while supporting ESG-driven management.”
Since its establishment, Free Idea has achieved ISO certifications, received a commendation from the Minister of SMEs and Startups, and acquired five technology transfers from Samsung Electronics, underscoring its technological excellence. The company has registered 16 patents to date and achieved KRW 1.7 billion in revenue in 2023, marking rapid growth.
Free Idea develops IoT-based semi-permanent dispensers and carbon-reduction software, offering sustainable solutions to hotels and various industries.
“The aluminum IoT dispenser is made from eco-conscious materials, ensuring high durability and semi-permanent usability,” Woo explained. “Equipped with sensors and IoT technology, it measures and transmits usage data in real time and automatically alerts refill times, significantly improving operational efficiency.”
Additionally, Free Idea’s refillable bathroom product line uses eco-friendly pulp-mold packaging and capsule amenities designed for convenience and reduced plastic waste. Its vegan amenities — such as shampoo and body wash — are made from eco-certified Jeju green tea and barley, contributing to improved water quality as well as environmental sustainability.
Free Idea has also developed a carbon-reduction calculation engine that visualizes, in real time, how much carbon users have saved compared to conventional plastic products. This enables hotel clients to incorporate verified carbon-reduction data into their ESG reports.
“Our amenity management software allows hotels to track usage per room and automatically identify which rooms require refills,” Woo said. “Through an automated ordering system, hotels can manage amenity inventory more efficiently, reducing carbon emissions by over 77% compared to traditional plastic products. This not only improves operational efficiency and reduces costs but also helps clients achieve their ESG goals and contribute to a sustainable society.”
Pursuing B2B-oriented targeted marketing strategies, Free Idea focuses on premium hotels that prioritize sustainability and ESG management. “We provide tailored proposals emphasizing operational efficiency and measurable carbon-reduction benefits for hotel managers and executives,” said Woo. “We are also expanding our market through partnerships with hotel chains, resorts, and corporate training centers, leveraging Jeju’s eco-friendly local ingredients and brand story to deliver unique value.”
At its early stage, Free Idea secured KRW 350 million in seed investment, which fueled its R&D and product commercialization efforts. Its technological capabilities — proven by Samsung technology transfers, the Minister’s commendation, and selection for the TIPS R&D Program — have laid the foundation for further investment.
“We are currently pursuing a KRW 1 billion investment through partnerships with ESG funds and plan to attract Series A funding by 2025 to finance expansion into European and Southeast Asian markets,” Woo added.
Regarding the company’s founding story, Woo explained, “Free Idea began from a deep commitment to solving environmental challenges. After witnessing the massive plastic waste produced daily by hotels, I felt the urgent need for a transformative solution. Inspired by Jeju’s pristine nature, I set out to create technology that could address both plastic waste and global warming.”
He continued, “It’s deeply rewarding to see our products directly reduce plastic amenity usage and to hear from clients who experience tangible carbon-reduction results. Positive feedback from hotel guests who recognize their stay contributes to environmental protection motivates our entire team.”
Woo also highlighted Free Idea’s social initiatives: “When we collaborated with the Green Umbrella Foundation to donate sustainable bathroom products to vulnerable groups, it was fulfilling to realize that we were creating social value beyond business. We take pride in the fact that our technology not only reduces costs and improves ESG performance for our partners but also enhances their business value.”
Looking ahead, Woo said, “We plan to expand globally into Southeast Asia, Europe, and North America based on our IoT dispenser and carbon-reduction technologies. Beyond hotels, we aim to develop products for hospitals, airport lounges, and home markets.”