Focusing on One Person’s Morning to Become a Global Brand
“7AM,” a wellness brand that has captivated Singapore and Hong Kong and is now heading to the U.S. market. For “7AM,” the wadiz Global Project wasn’t just a sales channel—it was a testing ground for understanding the lifestyles of customers around the world.
A journey that began with the fundamental question: “Which country’s people will respond most strongly to our brand?” With wadiz as a reliable partner, ‘7AM’ has overcome complex international shipping and country-specific customs barriers to spread its practical, 5-second self-care routine across the globe.
Check out the candid behind-the-scenes story of ‘7AM’s’ funding campaign as the brand transforms into a global brand that seamlessly blends into the busy mornings of modern people.
Q. Hello, maker! Please introduce yourself.
Hello, we’re Lee Se-mi and Niki Kim, the founders of “7AM.”
“7AM” is a brand that offers the most practical morning wellness routine—one that lets you take care of yourself in just 5 seconds, even amid a busy daily life.
Q. “7AM” is also enjoying great popularity overseas. I’m curious why you decided to launch a global project on wadiz.
'7AM' started in Singapore and currently operates primarily in Singapore and Hong Kong, and we’re now actively preparing to enter the U.S. market. As we prepared for this expansion, we wondered, “In which countries and among which people would my brand resonate most strongly?” This question was crucial to us. We wanted to see, through actual customer choices, which countries would resonate with our messages and routines.
The wadiz Global Project allows us to reach customers in multiple countries simultaneously. Since its structure lets us observe supporters’ actual choices and reactions to identify customer characteristics by country, it served as a meaningful preliminary validation phase and testing ground ahead of our U.S. launch.
Q. Were there any challenges when you first started the Global Project?
The biggest challenge was that standards, reactions, and operational methods differed from country to country. Even with the same product, “convenience” might be the top priority in one country, while “personal taste” or “lifestyle” might be more important in another—and it wasn’t easy to predict these differences in advance. Throughout this process, wadiz’s global project structure and shipping agency service were a huge help in testing our initial global operations. It was convenient that, through wadiz, we could manage shipments to multiple countries within a single framework without having to contact individual countries or international shipping providers one by one.
I was particularly impressed that we could discuss customs regulations, estimated shipping costs, and eligible countries with the shipping agency in advance, before the project launch. Thanks to this, we were able to design our Rewards packages in a more realistic and reasonable way, taking into account the costs associated with each country, and this has actually become an important benchmark as we prepare to enter the U.S. market. This is what made wadiz feel less like just a “platform for shipping overseas” and more like a partner that helps design the structure right from the planning stages of a global project.
👉 wadiz takes the hassle out of international shipping for you! - Global Shipping Agency Service Guide
Q. The funding campaign wrapped up really well. What was the aspect you focused on the most while running the project?
The reason the funding campaign was so successful was “because we thought carefully about how to naturally integrate the product into the different lifestyles of each country,”.
It was a challenge to reach customers in various countries simultaneously through a single project. So,when designing the Rewards, rather than simply repeating the same package, I constantly asked myself, “Can this package naturally fit into the lifestyle of this country?”
Q. Do you have any tips or advice for others who are struggling to break into overseas markets and raise brand awareness?
I’d like to tell them that they don’t have to worry about “looking like a global brand” right from the start.
Instead, try to picture the very specific daily routine of one person. Can your product naturally fit into that person’s morning and daily routine? “7AM” wasn’t a brand launched with the whole world in mind; it was created by constantly picturing “one person who doesn’t give up their routine even when they’re busy.” I believe that sincerity transcends borders.
Q. Please share a word of cheer for makers dreaming of building a global brand.
The goal of going global never felt overly ambitious to me from the start. I’m still far from perfect, and my brand is small—I’m still going through trial and error every day.
However, there’s one thing I firmly believe: if we keep creating day by day without giving up, eventually there will be people who remember our brand, and the number of people who love it will grow, one by one— whether they’re in Korea or in another country.
We’re not quite at the stage where we can say we’ve achieved our goal yet, but that’s precisely why I’m choosing not to rush and to focus on making the choices I can make today, one by one. I keep telling myself that it’s okay not to be perfect, and it’s okay to be small. I think those of you dreaming of building a global brand right now probably feel the same way.
After all, we’re all building our lives day by day, each at our own pace.
We plan to gradually expand beyond Asia into the U.S. market.
“7AM,” which has been beloved in Singapore and Hong Kong, is now steadily taking its next steps into the U.S. market. While the specific aspects people love vary slightly from country to country, the wadiz Global Project has shown us that the desire to “take care of myself even amidst a busy schedule” resonates everywhere.
It’s okay if you don’t have a grand plan. Why not take that first step with the wadiz Global Project and imagine the delightful feeling of your brand naturally becoming a part of someone’s day, somewhere in the world?
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