How WOKY Won the Hearts of Korean Consumers—A Success Story from Wadiz
Last Updated: July 21, 2026
WOKY is a titanium-ceramic thermos brand dedicated to solving a long-standing problem with traditional thermoses—lingering odors and stubborn stains—which force consumers to replace their products time and time again. Thanks to this solution, WOKY achieved an astonishing 39,385% funding rate on Wadiz.
On its debut on Wadiz, WOKY raised 196,924,500 KRW and attracted 2,705 backers.Three key decisions drove this success: precisely addressing a clear pain point, dividing the reward tiers into nine price levels, and validating market demand through a pre-launch campaign before the official launch. This guide will break down these three points one by one to help you apply the same methods to your own project—even in a highly competitive category.
| Project | Value |
| Project Name | WOKY Titanium Ceramic Insulated Cup (First Phase Project) |
Funding Achievement Rate |
39,385% |
| Number of Backers | 2,705 |
| Total Amount Raised | 196,924,500 KRW |
How to Win Over Consumers in a Highly Competitive Category
Insulated mugs are one of the most fiercely competitive categories in the consumer market, and Wadiz is no exception. The global zero-waste movement has fueled a boom in insulated mugs, and well-known brands continue to stoke this trend. This enthusiasm shows no signs of waning——a recent survey shows that among South Korean consumers in their 20s and 30s, many still cite “carrying a thermos is trendy” as one of the main reasons for using them. WOKY launched right in the middle of this fiercely competitive market. Its first campaign performed exceptionally well, and the team subsequently launched multiple follow-up campaigns, turning a hit product into an ongoing series. The following three strategies explain why it succeeded——and demonstrate that any creator operating in a saturated category can replicate this approach.
1. Addressing the Pain Points of the “Thermos Nomads”
WOKY won over the hearts of consumers known as the “thermos nomads”—those who constantly switch brands, never finding a product that truly satisfies them. WOKY’s approach was to identify the root cause driving their constant brand-hopping and address it.
There are many reasons why consumers switch thermoses: price, material, and capacity. WOKY listened carefully to all these concerns but ultimately prioritized and addressed the biggest “deal-breaker”—lingering odors and stubborn stains.
In comments from supporters, the same story kept coming up—because the odor and stain problems were so severe, many people simply gave up on thermoses altogether and switched back to regular mugs or glass cups.
WOKY’s solution was titanium, and they immediately highlighted this in the title and the opening of their project story. Its core selling point wasn’t how advanced the material itself was, but rather the “authentic experience of drinking water”: no odors, no metallic aftertaste. For backers, even though titanium was an unfamiliar material, this everyday detail allowed them to instantly grasp the product’s value.
It was precisely this choice that transformed a material that was originally unfamiliar and perceived as risky into a reason for backers to be excited about the product.
2. Increasing Average Order Value Through Tiered Reward Plans
WOKY didn’t limit itself to a single type of buyer; instead, it designed different reward tiers for singles, couples, and families.
WOKY divided its reward tiers into nine price levels, ranging from 49,000 KRW to 399,000 KRW, to match the needs of different buyers. Since the larger the bundle, the lower the price per item, backers naturally think: “Since I’m buying anyway, I might as well choose the larger, more cost-effective bundle.”
Wadiz’s official reward design guidelines recommend setting the price of the flagship reward at 70,000 KRW or higher. In the home and lifestyle category, the average reward amount for successful projects in 2025–2026 was typically over 120,000 KRW, and rewards featuring a clear main image had a payment conversion rate 1.7 times higher than those without one.
WOKY built its reward system based on these principles. If the price is too high, backers will hesitate; if it’s too low, it’s difficult to raise a substantial total amount even with a large number of backers. WOKY’s solution is to offer not only individual items but also bundle multiple items into higher-priced “combo sets” and apply additional bundle discounts, which yields better results.
This tiered pricing structure allows every backer to choose freely according to their needs—single users can easily opt for a single-item set, while those buying for family or as gifts can choose the largest set, ensuring neither group feels they’re “settling.”
3. Validating Local Demand and Expanding Reach Through Interactive Campaigns
WOKY took full advantage of Wadiz’s “Coming Soon” (Launching Soon) pre-launch period to validate demand and build trust before officially collecting payments from backers.
The first step was to launch atrial experience campaign. WOKY mailed out trial samples during the pre-launch period, ensuring that genuine user reviews were already visible in the community by the time the project officially launched. You don’t need to prepare a large number of samples or recruit many testers—and if the project meets Wadiz’s selection criteria, there’s even a chance to gain exposure through an official feature. For consumers who have never heard of the brand, a genuine review is often the final push that drives a purchase.
Next, WOKY launched a “Notify Me” campaign to secure high-intent buyers before the official launch. By the time the project went live, WOKY had accumulated a total of 6,104 pre-order notifications, with approximately 1,400 of those completed within the first three days after pre-orders opened. Thepre-launch notifications, the more algorithmic exposure the project receives after launch, thereby increasing the probability of success. Wadiz data also shows that, for some projects, supporters acquired through pre-order notifications can contribute up to 58% of the project’s total revenue—an important metric worth considering during the preparation phase.
Finally, WOKY maintained ongoing engagement with supporters through a small giveaway campaign combined with an interactive poll. Any supporter who recommended the product within their own social circles received a thermos accessory as a thank-you gift. WOKY also launched a color poll via the “News” feature, gauging Korean consumers’ true preferences for color combinations in advance.
None of this required a massive budget; all it took was a plan—before spending money on the assumption that you already know the answers, ask your future supporters what they actually want.
Frequently Asked Questions (FAQ)
Q: What is the “News” feature? Do posts have to be written in Korean?
A: On Wadiz, “News” is a built-in tool for creators to communicate with backers. It can be used to: notify subscribers and backers in the “Coming Soon” phase about the latest project updates; keep them informed of production and shipping progress; run various campaigns (such as giveaways, beta tester recruitment, and surveys); and explain changes, delays, or improvements. These updates appear on the project’s “News” tab and are pushed to backers via notifications or email, depending on their settings.
While it is not mandatory to write in Korean, it is strongly recommended so that local backers can more easily understand your updates, engage more effectively with the project, and build trust in your brand.
Q: Why is the “Notify Me” feature important?
A: The “Notify Me” feature gathers people who have already shown interest in your project. When the official fundraising campaign begins, these individuals will receive a notification and are more likely to become actual backers. Building a strong “Notify Me” user base helps you quickly gain momentum in the early stages of your project—this is crucial because Wadiz data shows that the amount raised in the first three days after a project goes live accounts for approximately 58% of the project’s total final funding.
Q: Can I change the reward prices and options after the project goes live?
A: No. Once your project officially launches, you will not be able to modify reward prices, discount information, limited quantities, shipping countries/rates, or the reward packages and options themselves. However, you can still update reward names, descriptions, main images, and early-bird badges, or add entirely new reward options. For this reason, it’s especially important to finalize your reward structure before launching your project.
Get started now, right here on Wadiz.
A step-by-step guide from preparation to successful fundraising—now available on the Wadiz Maker Center.
30% off service fees for your first Wadiz project