When introducing my job to others, rather than simply saying I’m a delivery driver, I’d often explain (perhaps a bit presumptuously) that “I deliver soups and side dishes in the early morning, like Market Kurly.” This is because Market Kurly is widely recognized as the epitome of ‘early morning fresh food delivery’. So, the moment I saw this book’s cover, I felt a strong curiosity. While I initially suspected it might be a promotional piece for the startup, I began reading after seeing the introduction stating it was written by a journalist based on an interview with the CEO, assuming it would offer an objective perspective.

Market Kurly’s ‘Morning Star Delivery’ wasn’t born solely to pursue fast delivery. Reading CEO Kim Seul-ah’s explanation about tailoring deliveries to the most convenient time for dual-income parents with children, I sensed a different philosophy compared to Coupang, which also delivers around the same time. The author, with a journalist’s sharp eye, predicted which companies would thrive in the post-COVID era and cited Market Kurly as a prime example. The flat organizational culture without an executive office, the free-spirited atmosphere where all products are tasted and reviewed, the meticulousness of MDs who visit production sites to select goods, an employee studying in Europe to find probiotics suited for Koreans, and even the stories of the ‘managers’ – the early-morning delivery drivers. It was simply astonishing to find all these fragmented examples of a successful startup within a single company.

While CEO Kim Seul-ah and Market Kurly have recently gained fame through various media, I felt embarrassed by my own ignorance upon learning the company was actually founded in 2015—already five years old. Even now, somewhere out there, entrepreneurs like CEO Kim Seul-ah are surely striving to achieve a company valuation of 1 trillion won. It was a real wake-up call to realize that even when everyone was shrinking back due to COVID, someone was out there changing the world. CEO Kim Seul-ah’s strength, which created the categories of fresh food early morning delivery and premium online markets – something even large corporations deemed impossible – stemmed from relentless study and effort. Her positive mindset—“Just improve 1% more tomorrow than today”—and her drive to make it happen naturally commanded respect. Moreover, I truly envied the culture Market Kurly cultivated under a leader who also possessed humility. When my wife insisted on the expensive ‘Kyoto Marble’ bread, I thought it was just a niche preference, but behind it lay the immense effort of a great company.

I already felt a quiet familiarity with Market Kurly since ‘Honest Meal,’ the delivery service I work for, uses them as a partner for metropolitan deliveries. This experience gave me a deep understanding of their corporate culture and processes. I’m convinced this is a company destined for even greater growth. By any chance, are you not selling your Market Kurly stock?