[Home & Living] How to Expand Your Customer Base and Distribution Channels for Rare Plants All at Once

The reason we call the act of creating something from nothing a “challenge” is that it requires turning the impossible into the possible. Along the way, we sometimes hit limits that make us want to give up. The plant brand Jiyang has been taking on this challenge for over 10 years to introduce a rare plant that grows exclusively in South Africa to the world. Here,we introduce Jiyang’s journey of growth ,marked by a relentless determination thatknows no bounds,which has led to new discoveries of rare plants.

Have you heard of the rare plant “Haworthia”?

Hello. We are Ju Myeong-jun, who handles domestic sales and researches new varieties at the plant brand “Jiyang,” and Ju Gwang-jun, who is in charge of domestic and international marketing as well as developing overseas sales channels. We cultivate the rare plant “Haworthia” on the largest scale in Korea. True to the meaning of “Ji-Yang”—which signifies “the land and the vast ocean”—we’re introducing the unique charm and rarity of the Haworthia we grow to the world.

Haworthia is a plant that grows exclusively in South Africa, where there is a distinct temperature difference between day and night. It is a very small, rare plant that has adapted to and survived both hot and cold weather in accordance with the region’s climate. When exposed to light, its leaves become translucent, revealing a luminous appearance, and as the sun sets, its dignified charm comes to life once more. This is why it is called the “Jewel of South Africa .” Its very existence is unique and rare, making it deeply beloved by plant enthusiasts.

Through the power of “perseverance,”
I discovered an environment where Haworthia could thrive

When Haworthia was first introduced to Korea, it had only recently been discovered. Since there were no experts conducting specialized research, there was a severe lack of data on effective cultivation and propagation methods. That’s why, starting in 2006, Ji Yang began full-scale research on Haworthia.

Soil is a crucial factor for a plant’s healthy growth. To find the right soil for Haworthia, we conducted various experiments by varying the growing conditions and pot types. Since Haworthia has a longer growth period than most other plants, we had to not only observe them daily but also monitor their appearance months later. After more than 10 years of this process at Jiyang, we were able to develop a potting mix that allows Haworthia to grow healthily.

We also consistently conducted research on cultivating new varieties. For the same reason, it takes at least 3–4 years to verify a Haworthia’s marketability and ornamental value. Even when we maximize the odds, only about 2–3% of specimens have the potential to become top-quality plants. To create even better specimens than before, we took our time to accumulate our own data by experimenting with various approaches—such as growing media and propagation methods.

When we turned the impossible into the possible,
we were able to see a wider world

Ultimately, thanks to the recognition of Ji Yang’s research and its results, the Haworthia we cultivate is now exported to approximately 20 countries worldwide. To be honest, we didn’t focus on exports from the very beginning. It was our export to Taiwan that served as the catalyst for us to fully enter the overseas market.

Some time ago, someone living in Taiwan contacted us after seeing our online store, expressing a strong desire to purchase Haworthia. However, at the time, Taiwan’s plant quarantine laws lacked specific standards for Haworthia, making export difficult. Together with that customer, we researched the laws ourselves, explained the situation to the Taiwanese quarantine office, and submitted the necessary import/export documents to obtain approval.

This experience gave us the confidence to consider selling globally. As part of that effort, we reached out to eBay. At first, eBay responded that they couldn’t allow the international sale of plants, but we checked the export regulations of various countries once again and managed to convince them. As a result, just like with Taiwan, we were able to start selling plants internationally on eBay. Later on, we even won first place in a top seller competition and received an award. (Laughs)

It was a meaningful experience that taught me that when you make something possible that everyone says is impossible, you can stay one step ahead and gain so much more in return.

To “validate the market potential” of Haworthia,
we chose wadiz

Up until now, we’ve been selling steadily through overseas open marketplaces and our own online store . However, as we were rebranding Haworthia, we needed to confirm whether this product would be well-received in the market. That’s why we thought of wadiz, a platform where early adopters—people open to new, previously unseen products—gather. It was also appealing that we could build a fanbase by communicating with supporters throughout the funding campaign.

Last March, we launched our first wadiz funding campaign, raising 70 million won and connecting with nearly 600 supporters. We assumed most people wouldn’t be familiar with the “Haworthia” plant, but the project was so successful that it ranked first among plant-related funding campaigns at the time.

I believe it’s crucial to carefully consider how to present your product to supporters during a funding campaign. Especially since we deal with a rare plant, we had to condense everything—from basic descriptions to its unique charms and the benefits of growing it—into a short Story. Since supporters wait a long time for the funding campaign to launch, we need to present both the product and its Story in the most compelling way possible.

▶ Check out plant brand Jiyang’s first funding campaign for “Haworthia” 

With plant funding, it’s important to 
is to minimize areas of dissatisfaction

One of Jiyang’s mottos is, “Our happiness comes from customer satisfaction.” This is what’s often referred to these days as “value for the heart.” We take this concept very seriously. That’s why we’ve continuously strived to ensure the best products are delivered without a hitch. While increasing satisfaction is important, we’ve focused even more on minimizing areas where satisfaction might drop.

Since my brother and I are plant enthusiasts ourselves, we knew exactly where satisfaction tends to drop when ordering plants online. For example, on wadiz, we ran a funding campaign for a product bundle that included not only plants but also accessories and gift wrapping. This meant we had to make slight adjustments to the packaging and shipping methods, while still maintaining the same high condition of the plants.

So , before the funding, we sent various samples to friends and acquaintances to conduct tests.We wanted to see if the plants’ condition varied due to differences in delivery times across regions.Fortunately, we identified a few issues during testing and were able to fix them before the funding launched. Thanks to continuing these tests throughout the funding, our supporters left many positive reviews about the shipping and packaging. It was a moment of great fulfillment, as it felt like our efforts had truly paid off.

If there are aspiring makers out there running plant-related businesses and preparing for a funding campaign, I’d like to emphasize how important it is to always consider, from the supporters’ perspective, what might impress or disappoint them.If you listen closely to diverse feedback during the campaignand make a concerted effort to prevent any issues from recurring when negative feedback arises, I believe you’ll achieve even better results.

We met a new customer base ranging from their 20s to their 60s
and received diverse feedback

Through communicating with supporters during this funding campaign, I came to view my business from a broader perspective—one I hadn’t considered before. Originally, due to its price point, Haworthia’s main customer base was people in their 40s to 60s. However, for this campaign, we positioned the product to appeal to a younger audience, which led to significant participation from people in their 20s and 30s. As a result, I was able to gather meaningful feedback from a wider range of perspectives. Personally, it was also a great opportunity for growth.

After seeing the funding, merchandisers from other distribution channels reached out to us. We’re also open to collaborating with other brands. We’re excited about this because it means we’ll be able to show you even more unique sides of our brand. Of course, thanks to requests from our supporters, we’re preparing an encore funding, and we plan to showcase Ji Yang’s distinctive Hawolsia once again on wadiz very soon. We look forward to your continued support. 

Written by Han Ji-hye
▶ This content was first featured on the wadiz blog. If you’re curious about more stories on the blog, herehere!