Daebak founder Hyunwoo Cho recently broke his silence by posting a heartfelt video on Instagram, directly addressing the growing frustration among supporters. In the video, he apologized for the lack of communication, explained the internal struggles the company has faced, and took full responsibility for customer disappointment.
“Hello. It’s been a year since we last updated you all on what has been going on with Daebak,” he begins. “Today I want to go over what’s been happening behind the scenes over the past year and what our plan moving forward is.”
Cho acknowledged the many issues subscribers have experienced in recent years, including missing boxes, delayed shipments, and poor communication.
“I want to sincerely apologize to those of you who waited, trusted us, and were let down,” he says. “Despite my efforts, it wasn’t enough. Shipping remained expensive, operations suffered, and quality fell. I felt like I was failing—and I was.”
He revealed that between 2018 and 2021, his team was cut in half when his co-founders stepped away due to burnout. Determined to keep the brand alive, Cho stayed on. Then the pandemic hit. International shipping costs soared, but rather than charge customers more, Cho covered the difference out of pocket.
Even so, the company continued to struggle. In 2023, Cho entered Korea’s debt relief program and was declared financially insolvent—a reality that, he admitted, took a significant mental toll.
“There were moments that I wanted to give up on everything. The business. The dream. Myself.”
Now, in 2025, Cho says he’s working solo in Korea with support from two core team members in the Philippines. He has applied for government aid and is exploring new partnerships with Korean brands and travel companies to relaunch Daebak with transparency, accountability, and improved offerings.
“This isn’t just a business to me. It’s a promise I made to you, our incredible community,” he says. “And I am more determined than ever to keep that promise.”
He also shared that a refund and compensation plan is already in the works and pledged to personally ensure every supporter receives what they’re owed.
The Instagram post was captioned, “We want to sincerely apologize and take responsibility for the recent issues. Please watch our message for more details. We’re listening and working hard to do better. Please contact us via DM or email ([email protected]). We thank you for your continuous support. #daebakbox.”
Daebak Box originally launched in 2015 as SnackFever, a small K-Snack subscription service founded in Koreatown, Los Angeles, with just $500 and a dream. The brand eventually relocated to Seoul and rebranded as Daebak, expanding to offer a wide variety of Korean products, from K-Beauty to K-Pop merchandise.
Over time, however, issues began to mount. Customers complained about delays and a lack of transparency. In 2024, the company’s website suddenly went offline without warning. Customers attempting to contact Daebak were told only that the team was “waiting for new investors.” In the meantime, subscribers were still being billed.
As of this writing, the website is back online. In addition to the Instagram video, Cho has also published a written apology on the company’s website. While the statement mostly mirrors the video, it ends with a significant note of clarification:
“If you’re still waiting for a box or a refund—I haven’t forgotten. I want to be clear: I currently don’t have the money to fulfill every order right away. That’s why I’m launching new projects and boxes, not for growth, but to take responsibility. Every bit of profit will go toward making things right, step by step. I’m also working with Korean companies to offer special benefits, discounts, and cultural experiences for those who supported us—because you deserve more than just an apology. You deserve action.”
Though it’s unclear what the full timeline for recovery will look like, Cho’s video message ends on a hopeful, if sobering, note: “I can’t change the past. But I can take full responsibility and work tirelessly to rebuild your trust.”
