# Yulduck Sung

> Yulduck Sung, also known in Korean as 성율덕, is the founder and CEO of Genuio, a Seoul direct-to-consumer footwear company built around Italian production and Korean customer feedback. A POSTECH-trained industrial engineering and computer science student who worked as a mobile-game programmer and later in E-Land’s European footwear business, Sung combined software habits, factory knowledge, and unusually iterative product storytelling to take a white sneaker from a small brand experiment to roughly 2.08 billion won across two Wadiz crowdfunding campaigns.

- **Role:** Founder and CEO at Genuio
- **Organizations:** Genuio, Locotique (Loqoqo), E-Land Group, Laundry Hero, GAMEVIL, POSTECH
- **Education:** Industrial and Management Engineering; Computer Science double major, Pohang University of Science and Technology (POSTECH)
- **Known for:** Built Genuio from a one-person direct-to-consumer operation founded in 2017., Raised approximately ₩240 million and ₩1.84 billion in two Wadiz footwear crowdfunding campaigns., Adapted Italian-made shoes to Korean customer feedback on leather, last shape, sizing, and comfort.

## Career timeline

- **2003** — Entered POSTECH in Industrial and Management Engineering and later described pursuing Computer Science as a double major.
- **Before 2011** — Spent more than two years developing mobile games during alternative military service; later career materials identify GAMEVIL as the employer.
- **Before 2016** — Worked in E-Land Group’s UK strategic planning operation and for roughly three to three-and-a-half years in its Italian footwear business, learning factory operations and Italian.
- **Before 2017** — Led Laundry Hero, an on-demand laundry pickup and delivery startup; later interviews say an earlier startup failed.
- **2016** — Returned to Italy after leaving E-Land and spent roughly six months seeking a factory willing to accept Genuio’s small initial volume.
- **2017** — Founded Genuio as a one-person, direct-to-consumer footwear company; corporate records give February 2 as the establishment date.
- **2019** — Genuio entered Shinsegae’s Man on the Boon select shop, reported as a first for a small Korean handmade-shoe brand.
- **2020** — Genuio’s second Wadiz sneaker campaign raised about ₩1.84 billion after an earlier campaign raised about ₩240 million.
- **2023** — Featured in a two-part Wadiz maker interview about product-market testing, customer feedback, and crowdfunding storytelling; Locotique was also incorporated in April.
- **2024** — Genuio announced that its Nonhyeon showroom would pause operations from July through December while online sales continued.
- **2026** — Public company and storefront pages continued to list Sung as representative of Genuio and Locotique.

## Achievements

- Built Genuio from a one-person direct-to-consumer operation founded in 2017.
- Raised approximately ₩240 million and ₩1.84 billion in two Wadiz footwear crowdfunding campaigns.
- Adapted Italian-made shoes to Korean customer feedback on leather, last shape, sizing, and comfort.
- Secured Genuio’s 2019 placement in Shinsegae’s Man on the Boon select shop.
- Expanded Genuio from an early sneaker line to roughly 500 products by March 2022, according to a company campaign update.

## Latest updates

- **2026-07** — A current Saramin company page continued to list Sung as representative of Locotique, an ecommerce retailer incorporated in 2023.
- **2026-08** — Genuio’s live storefront continued to list Sung as company representative and sell its Italian-made footwear online.
- **2024-07** — Genuio’s showroom page announced a pause in Nonhyeon showroom operations for July through December 2024.
- **2023-05** — Wadiz published a two-part interview with Sung about Genuio’s origins, factory search, customer feedback, and crowdfunding process.

## Links

- Website: https://genu.io
- LinkedIn: http://www.linkedin.com/in/yulduck
- Twitter/X: https://twitter.com/yulduck
- GitHub: https://github.com/yulduck
- YouTube: https://www.youtube.com/watch?v=z4V6RoIxytc
- Instagram: https://www.instagram.com/genuio/
- Facebook: https://www.facebook.com/Genuio

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Profile page: https://yespress.io/yulduck-sung
Published by YesPress — https://yespress.io
Last updated: 2026-08-25