A B O U T - U S

A LITTLE CHANGE THAT MAKES A BIG DIFFERENCE

  • ALTDIF believes that tiny habits like having a cup of tea could change the world.
    Having a cup of tea is more like a whole process of focusing on one’s own self, bodily experiencing the feeling and the moment, and knowing to one’s preferences.
    ALTDIF produces warm, delicate and special products and services hoping that everybody’s tiny little experiences, actions, and products can eventually make changes on their lives, society, and the world.
  • / N A M E / ALTDIF = Art. Life. Tea. Dignity & Diversity. Freedom.
    Our name represents the aimed value of ALTDIF. Like our symbol, the ‘opened egg,’ we pursue good changes.
  • / L O G O / Inspired by Herman Hesse’s novel <Demian>,
    ‘opened egg’ symbolizes that small act like cracking an eggshell can lead huge change of the world.
  • / C O L O R / Our brand concept of interpreting traditional tea culture with modern sense is presented by using deep navy color from Korean conventional paintwork on roof tiles and white color from traditional white porcelain.
  • / C O N C E P T / Sensuous Tea & Life Style Brand that leads ultimate changes of life through little change of habits.
  • - T I M E L I N E -

  • 2018
  • Partnership as Distribution : Online 13 & Offline 33 (Jeju Ramada Hotel, Cafe of Daelim Museum, Plating App, Common ground 10X10, etc.) Media reports : 7 (Maeil Business Daily Newspaper, ASIANA in-flight magazine, Platum, etc.) Collaborations & Other Partnership : 14 (3 Pop-up stores, 1 private tea salon, 3 Books&Publishers, 1 youtuber, 1 Tea class, 2 Tea Salon Events, 2 Tea consulting & advisory, 1 music company)
  • / 2018.11. / Opens at Sinsegae Duty-free store, Gangnam
  • / 2018.07. / Launches in Taiwan through ‘8thns’
  • / 2018.07. / Starts pot-cast ‘Time to Hear Tea’ at NAVER audio clip
  • / 2018.07. / VIP tea course for Darphin spa Korea
  • / 2018.05. / Special class at Sinsegae Department store Academy, myung-dong
  • / 2018.04 - 05. / Offers bottled milk tea for Plating APP
  • / 2018.04 - 05. / Pop-up store & tea course at GLAD LIVE HOTEL
  • / 2018.03 - 04. / Special Package for Jeju Ramada Hotel
  • / 2018.02 - 03. / Pop-up store at COEX

  • 2017
  • Partnership as Distribution : Online 8 & Offline 20 (Bandi&Lunis in Sinsegae Department store Busan, Amazon JAPAN, Kyobo Hottracks, Wizwid, Understand Avenue, etc.) Media reports : 12 (GQ Korea, Solo documentary, KBS2 News, NAVER, etc.) Collaborations & Other Partnership : 24 (3 Films, 4 Books&Publishers, 1 Gallery, 2 Artists, 1 concert, 2 Market events, 4 Tea Salon Events, 1 Fashion Brand, 1 patisserie, 4 Other companies for group orders)
  • / 2017.11. / Launches new product - tea perfume and classic tea box
  • / 2017.11. / Participates in 2017 SEOUL CAFÉ SHOW
  • / 2017.09. / Opens new flagship store in Hanam Starfield shopping mall
  • / 2017.09. / Participates in 2017 TOKYO GIFT SHOW
  • / 2017.09. / Collaborates with pottery artist for Crowd Funding
  • / 2017.09. / Hosts ‘Tea concert’ with Mina Jung, a gayaguem musician
  • / 2017.07. / Launches ‘Rainbow limited edition’ via Crowd Funding for 2017 Pride
  • / 2017.07. / Launches ‘Cherry Blossom limited edition’ via Crowd Funding for spring
  • / 2017.05. / Launches in Japan through Amazon

  • 2016
  • / 2016.12. / Starts partnership with 10x10 and ranks at 1st place in food section.
  • / 2016.12. / Opens ALTDIF official flagship store&tea bar (Usadan-ro, Iteawon)
  • / 2016.11. / Official launch via 2016 SEOUL CAFÉ SHOW.
    (Selected by Cherry’s Choice as HOT new & popular product at CAFÉ SHOW 2016)
  • / 2016.10. / Opens to public through WADIZ Crowd Funding and achieves approx.
    1600% of original funding goal. (Selected as WADIZ 2016 Best Project)
  • - B U S I N E S S - F I E L D S -


  • TEA
    Unique blended tea & tisane of finest quality
  • BEAUTY
    Tea-based cosmetic products
  • DISTRIBUTION
    BtoB to various distribution channels & BtoC
  • F&B
    Flagship Store known as ‘ALTDIF Tea Bar’
  • / C O M P A N Y / A L T D I F
  • / FOUNDER & CEO / Eunice Eun-Bin LEE
  • / DESIGN DIRECTOR / Jihye Lee
  • / GENERAL MANAGER / Kyunghyung Ryu
  • / T E L / +82. 70.7759.5033
  • / F A X / +82. 50.4887.5033
  • / E - MAIL / altdifcompany@gmail.com
  • / A D D R E S S / 19, Wausan-ro 35-gil, Mapo-gu, Seoul, Republic of Korea
    • COMPANY INFO

    • COMPANY ALTDIF | OWNER Eunice Eun-Bin LEE | C.P.O Jihye Lee | E-mail altdifcompany@gmail.com | CALL CENTER +82. 70.7759.5033 | MALL ORDER LICENSE 2018 - SEOULMAPO - 1704 | BUSINESS LICENSE 143-86-01178 | ADDRESS 19, Wausan-ro 35-gil, Mapo-gu, Seoul, Republic of Korea