Interview Series: Eunim Jung-Coco, Vivor SG

Eunim Jung-Coco is the Director of Vivor SG, specialising in sourcing domestic and international lifestyle brands for clients and end consumers.

"Wellness, for us, is not limited to a single category — it encompasses what we wear, what we apply to our skin, and the mindful choices we make in daily life."

1. Can you share about VIVOR SG, its business and brands, and your vision?

VIVOR operates in both Korea and Singapore, introducing wellness-focused products including Korean cosmetics and a curated selection of lifestyle goods from around the world. Wellness, for us, is not limited to a single category — it encompasses what we wear, what we apply to our skin, and the mindful choices we make in daily life.

At VIVOR, our goal is to present our customers with a diverse range of products that enhance their overall lifestyle. Our vision is to provide experiences that promote both physical and mental well-being, improve quality of life, and encourage ethical consumption and sustainable practices. We aim to share these meaningful experiences with our customers through every interaction and touchpoint.

2. What is VIVOR SG’s uniqueness in the space of Gifting and Wellness?

VIVOR stands out by offering not just trendy products, but curated experiences that inspire meaningful consumption. We encourage our customers to reflect on the value of their purchases, emphasising that thoughtful consumption can contribute positively to the world. Our approach prioritises quality over mere trends, providing high-quality products at reasonable prices. This philosophy enhances VIVOR’s uniqueness, allowing our customers to experience wellness and satisfaction beyond conventional shopping.

3. VIVOR SG has a series of pop-up events this festive season in various malls, hotels, and clubs. What are your expectations and outcomes that you hope to achieve?

Without a permanent offline store, VIVOR leverages pop-up events to connect directly with customers in diverse locations and channels. These events help us understand the market and engage with the cosmopolitan population residing in or visiting Singapore. Our goal is to cultivate brand affinity, strengthen customer loyalty, and allow attendees to experience our curated range of products firsthand.

4. How do you find Singaporeans accepting Korean brands, and how do you determine the right mix of products to suit your target customers?

Korean products enjoy a highly positive image in Singapore and globally, built through years of industry effort and investment. This extends beyond cosmetics to lifestyle goods, and we aim to offer high-quality products at reasonable prices to reinforce trust in Korean brands. As a Korean resident in Singapore, I carefully select products based on personal use and family standards, ensuring that every brand we introduce aligns with our values and meets the high expectations of our customers.

5. With recent news that the wellness industry has drawn many top investors to Singapore, do you see VIVOR SG being able to leverage on the brands?

Absolutely. Korea has long prioritised wellness, making it an essential aspect of daily life rather than a trend. Korean brands have invested heavily in developing products that meet sophisticated wellness needs, and VIVOR is proud to introduce these brands to Singapore. We believe these products will lead the wellness market, not just as a choice but as a fundamental aspect of future lifestyles.

6. Lastly, what is your plan to grow your brands in the next 12 months?

We have spent a year and a half carefully introducing these curated brands to the market, and we are now beginning to distribute them through channels best suited to each brand. This strategy not only offers customers convenient access to products across multiple touchpoints, but also allows each brand to explore and evaluate the most effective sales channels — a valuable opportunity to optimise their market presence.

In parallel, we plan to launch online sales for select brands that have been thoroughly evaluated based on customer demand and feedback. Despite Singapore’s relatively small market size, we will continue to engage our customers through diverse pop-up events across the city.

Our focus is not merely on selling products, but on delivering the authenticity, story, and unique experience behind each brand. By providing customers with meaningful, refined, and thoughtful consumption experiences, we aim to elevate their understanding of quality while growing VIVOR and contributing positively to society.

Follow Coco on Instagram.