Nourishing Health, Inspiring Wellness · Nourishing Health, Inspiring Wellness 恒安乐 · 养健康，分享幸福 · 에버웰 · 건강을 키우고 행복을 나누다

Version 2.2.2 · Incheon, South Korea · 29.09.2026

The source document of the whole suite. This document says what EverWell is. Details live in the reference documents: how we speak → Brand Voice v2.2.2 · numbers and milestones → Phase 1 Business Plan v2.2.2 · shares and decision rights → Governance & Capital Structure v2.2.2 · products → Workstream 2 Plan v2.2.2 · shop operations → Shop Operations Handbook v2.2.2.

Company Manifesto

From the pure gifts of nature, EverWell nourishes the body, clears the mind and spreads a way of living that leans toward the good.

We believe that when each person finds peace within themselves, when each family keeps the thread of love between generations, and when every small act turns toward nature, the world becomes a better place through wisdom, love, connection and regeneration.

Part I · Roots

Values, brand, customers and products — the things that do not change when the scale does.

1 · Core Values

Products are the means. Health is the first gift given. Family and community are the most precious things EverWell builds together with people. The values that lean toward the good are the engine inside — and the brand is the road that lets many people find their way to them.

The Four Lights

The four values EverWell pursues, spoken in a shared language so that everyone can see themselves in them — people of faith or not, Korean or Vietnamese.

Three circles of value

Six principles

2 · Brand Identity

To international customers, EverWell is a wholesome drinks and food brand for families. Beneath that lies a cultural layer — the cuisine of Vietnam's three regions, Eastern wisdom and the spirit of giving. The two layers complement each other; neither replaces the other.

EverWell brings products that are good for health, and at the same time is the thread that connects generations within a family and shares love.

The Eastern family in a new era

• Where grandparents and parents are still respected by the generations that follow.
• Where grandparents and parents pass on life lessons and years of experience for children and grandchildren to lean on and build upon.
• Where the way of life under one roof — sharing and close connection — is still preserved.
• Where love is shown gently, through moments of gathering and stories retold.

Name and slogan set

One brand, one name in every language, on every product and every publication.

Why it matters: One brand, one story that is easy to tell in every market — health for the whole family and affection between generations — while keeping the cultural depth and values for those who want to go further.

3 · Customers & Value Delivered

EverWell's customer is the family — buying for themselves and buying for loved ones. The four groups below are a view by lifestyle and life values; the revenue shares are initial estimates, to be recalibrated after the first three months of operating shop 1.

Four customer groups, three circles of value. Together they use products that are good for health, share a peaceful and happy life, help preserve nature and the shared living space — and, with those of like mind, give forward good things together.

Group 1 · Korean families who care about living well

Group 2 · Healthy, vegetable-leaning eaters

Group 3 · Vietnamese in Korea

Group 4 · People of faith and good practice

The One Shared Table rule

Write for Group 1 — but never let Group 4 feel out of place. Never write a sentence that one group reads as beautiful and another reads as deceptive. The menu lists ingredients clearly so everyone can choose their own; values are spoken through shared action — giving, keeping nature, honoring family — not through the name of a religion. Four groups can sit together at one table.

Lessons from the market

• In Singapore, the customers of the first herbal milk-tea brand were mostly working people; men bought for their families, children under 10 were introduced by their parents; customers brought parents and grandparents back — the intergenerational effect has been proven.
• In China, the leading brand keeps a member repeat rate above 68%; conversely, shops that only drew "photo customers" closed after three months. EverWell's KPI is returning customers, not post counts.
• In Korea, church and temple communities are the strongest networks of belonging outside the family; a concrete giving program is the most natural way for EverWell to be introduced within those communities.

4 · Product & Service Strategy

Three product groups, one root: combining Taiwanese herbs, the Chinese art of milk tea, and natural ingredients from Vietnam, Thailand and Southeast Asia. Drinks come first; food and natural cosmetics follow.

Important note. Every dish name, pairing and set in this document is for illustration only, to clarify the direction. The official product range — recipes, ingredients, number of launch items, prices — is researched and finalized by the R&D workstream (K2) under the CPO's leadership in M0–M2, with the Oriental-medicine advisor approving medicinal properties. This document only sets the frame: three product groups, two drink lines, principles and order of priority.

Group 1 · Drinks — Phase 1 priority

Paired menu (proposal — pending approval · illustrative example): every item for grandparents has a "twin" for the grandchildren, sharing the same ingredient base. The two-cup family combo is the sales mechanism of the brand story. The three pairs below are only to help picture it — not the menu.

The real recipe set is built by the R&D workstream under the CPO's leadership in M0–M2; the Oriental-medicine advisor approves medicinal properties before any item goes on the menu.

Group 2 · Healthy, vegetable-leaning food — from M6

• General principle: wholesome, vegetable-forward, complete and delicious — eggs, dairy and full seasoning are accepted; ingredients are listed clearly on the menu so each person can choose.
• Herbal wellness dishes in the Taiwanese–Chinese style, with natural ingredients.
• Dishes with Vietnamese cultural color — the character of the three regions, cooked to the flavor of one specific region.
• Seasonal bowls and lunch combos, pre-orderable, in green packaging — the convenience part for working people and students.
• Keep the menu within the team's capacity: at most eight dishes, sharing one prep base.

Group 3 · Natural cosmetics — recipes from M5, first batch M17

• Shampoo, body wash and everyday essentials with medicinal properties, made from natural ingredients in Vietnam.
• Pass fully through the Korean import and labeling gate for one product before adding a second.

Combination sets & subscriptions

• The two-cup family set is available from opening day.
• Sets combining all three groups, sold as weekly packs and monthly packs from M13.
• The "One Roof" set (proposal): a weekly pack with both drink lines, designed for children to buy as a gift for their parents — the gift markets in Korea, China and Singapore are very large.
• Weekly food pack for Group 2: five pre-ordered lunches, collected at the shop or delivered nearby.
• The value ladder: one cup of tea → one take-home pack → one subscription → one like-minded store.

The four Ps

Why it matters: Delicious, wholesome products are the reason customers come; the family story and the chance to give are the reasons they return and buy for loved ones.

5 · Shop Model — two formats

Why it matters: Format A feeds the system with revenue; Format B keeps the brand's depth and community. The Chinese market has proven that this small-shop + lab-store model works.

Part II · Growing Trunk

Roadmap, first phase and governance structure — how roots become a system.

6 · Business Development Roadmap

Six phases, about ten years. No phase is entered until the previous one is complete; standardize before expanding; each phase must be able to fund the next.

Capital and valuation for P4–P6 are set at the end of P3. The 2.4 B₩ valuation at the end of P1 is the pre-money level for raising 600 M₩ for 20% in P2 (expected; reviewed at M12). Phase 1 capital, cash flow and financial indicators are in the Phase 1 Business Plan v2.2.2.

7 · Phase 1 — Market Entry (M0–M18)

Eighteen months to lay the foundation: complete the drinks, build the brand, open and optimize the first shop, standardize for replication — and prepare for the full-set shop in Phase 2.

Six priority steps

1. Complete the drinks product range
2. Build the brand and its identity on the drinks
3. Open the first drinks shop at Inha
4. Optimize operations, standardize, prepare for replication
5. Extend the menu to food and natural cosmetics
6. Prepare the second shop — full-set

Timeline

Three parallel workstreams

What we want to have achieved by the end of Phase 1

• ☐ A drinks range of 12–20 items that customers come back for; at least one packaged take-home product.
• ☐ A healthy food menu of at most eight dishes, with lunch combos and weekly packs running steadily.
• ☐ The Inha shop is at stable profit and has recovered its shop investment.
• ☐ An operations handbook complete enough for a newcomer to open a second shop to the same standard.
• ☐ A real community: steady returning customers, a family group, a Vietnamese group, a giving program with temple and church partners in Incheon.
• ☐ Phase 2 capital committed.

8 · Governance & Executive Model

Ownership structure 40 / 35 / 10 / 15: cash capital feeds the system, the executive team carries the work, advisors keep the standards, ESOP keeps the people.

The three teams in the executive team correspond to the three workstreams K1 · K2 · K3, each team holding one vote on the Executive Council. The split within each team, the names, vesting and the two decision tiers (shareholders' meeting (주주총회) · Executive Council) are recorded in Governance & Capital Structure v2.2.2.

9 · Brand & Marketing Strategy

A brand does not begin with a logo, but with knowing exactly who you are speaking to. EverWell's answer: the brand channel speaks to Korean families about health, family affection and giving; the personal channel speaks to fellow Vietnamese about a wholesome way of life and a place to lean on. Two lanes, two voices, never mixed.

S · Segmentation

• By generation: grandparents, parents (wellness) · children, grandchildren (herbal milk tea) · people buying for loved ones (gifts, sets).
• By lifestyle: living well but not yet changing how they eat · eating healthy and vegetable-forward · living by values and practicing faith.
• By culture: Koreans looking for something new yet wholesome · Vietnamese looking for familiar flavors · foreigners looking for a menu they can read.

T · Targeting

• Walk with first: Korean families who care about living well — every decision on location, price, layout and signage language is rooted in this group.
• Growth engine: healthy, vegetable-leaning eaters around Inha — the fastest-expanding group once the food menu exists.
• Core that keeps the standards: people who lean toward the good — fewer, but the most loyal, and the bridge to temple and church communities.
• Community source: Vietnamese in Korea — where the team and community partners come from.
• This order must not be reversed.

P · Positioning

EverWell — herbal drinks and wholesome meals for the whole family; where grandparents and grandchildren sit together, drink together, tell stories together — and together give forward something good.

Two lanes of marketing and community — never mixed

Two lanes run in parallel, serve two different purposes, and speak to two different groups of people in two different voices. Blurring these two lanes is the most expensive mistake the K1 workstream can make.

Four things that must never be mixed

1. Never repost content from one lane verbatim onto the other.
2. Never measure the two lanes with the same ruler — Lane 2 is measured by people who seek us out, Lane 1 by people who walk in and come back.
3. Never put practice content or the name of a religion on the brand lane, in any form.
4. On the personal lane, the shop appears as a real place — not as an invitation to buy.

How Korean members of Group 4 arrive

Not through any EverWell channel at all — but through partners: temples and churches in Incheon that co-host Green Volunteer Day and receive given-forward cups for those in need. On the brand channel only the actions and results appear; the religious partner's name appears only in the partner's own publications.

Four steps, in order

Create value first → Receive loyalty and support after.

Principles drawn from the market

10 · Community and Experience Technology

EverWell does not go far by opening many doors. EverWell goes far through community — families who choose to stay and keep telling the story — and through technology that helps one person care for more people.

Community · the human part - A place where people stay: they stay because they feel they belong; they spread the word in their own voice. - A place that nurtures the spirit: walking together, planting trees together, sitting still together; listening to grandparents' stories together. - A place of giving: given-forward cups, Green Volunteer Day, the Four Lights card — love turned into measurable action. - A place of healing: somewhere to unburden without judgment; a companion in unsteady times.

Technology · the part that extends our hands - Layer 1 · Meeting: social media content — stories from the growing regions, a morning of brewing tea. - Layer 2 · Depth: a code on every pack opens up the land, the grower, an article, a piece of music. - Layer 3 · Staying: a KakaoTalk channel (P1–2, opening M4–M6) then our own app (P3): points, lunch-combo pre-orders, subscriptions, given-forward cups, community activities. - Layer 4 · Care: Oriental-medicine tea reminders, invitations to gatherings, birthday gifts for parents, a "how much you have given forward" report.

People + Technology · Online + Offline → Deeper experience, values that travel further. Technology only follows people; each layer must fund itself; build once, use for years.

Part III · Blossoming

What the business leaves behind for the land, the community and the people.

11 · Sustainable Development

Creating outlets for Vietnamese and Southeast Asian produce

• One ingredient, one region, one verified companion. Deep first, then wide.
• Traceable, fairly paid, cleanly farmed. Name the province on the packaging; pay a price growers can commit to with peace of mind; favor low-chemical regions.
• Expand on what has been proven. Add a new ingredient only after the previous one has sold through; keeping our word to growers is what matters most.
• Three outlets: the counter in the shop · the online store and subscription box · retail and the community partner network. Simple packaging, little plastic, reusable.

Regeneration — helping make the earth greener

• One action per transaction: Four Lights card points converted into trees planted in Vietnam's growing regions.
• Green Volunteer Day every quarter in Incheon with community partners.
• Measure and publish: trees planted, kilograms of packaging saved, given-forward cups — a short report every quarter on the brand channel (from M12).

A friendlier environment for the Vietnamese community in Korea

• A place to rest: monthly gatherings, a book club, dishes carrying the flavor of one specific home region.
• Support in times of transition: an anonymous mailbox, breathing and journaling sessions.
• Helping people through livelihoods: community partners for the packaged product line; piloted at small scale in P1.
• Jobs and training: invite and train two to three people during P1; treat them kindly, pay them what they deserve.

12 · Meaning Is What Stays

The business is only the form and the means. What it carries is a simple wish: that the families who pass through here are a little healthier, a little closer to one another, a little kinder to nature, and leave lighter of heart than when they came.

When the roots hold, the flower blooms. Everything above section 12 exists so that section 12 has a chance to become true.

Appendix · Market References

A warning from the Chinese market: some brands that once had over 200 shops now have fewer than 100; shops that only drew photo customers closed after three months.

EverWell · Phase 1 document suite · version 2.2.2 · Incheon, Korea · 29.09.2026