In Winter 2012. A project SODAMON has begun to fulfill the purpose of “let’s make a product that we love, at a reasonable price”

and such project has further developed into a brand acknowledged both domestically and internationally.

  It would be wonderful if ‘philosophy and value of a brand’ and ‘sales and profit of a firm’ are headed to same direction,

however, collision among such perspectives are inevitable. As a matter of fact, we have had moments to make choices of ‘profit of a firm” over ‘value of a brand’,

consoling ourselves that such decisions were unavoidable. We still look back and wonder if such decisions were the best ones.

  We have thrown a question to ourselves last year that where our value lies, and in searching for an answer, we may need to make many choices and decisions along the path.

  As year 2017 has just begun, we have planned a campaign called “SECOND WIND” which delivers a message of ‘get over the obstacles and continue your journey to your dream/goal’ to everybody,

 including ourselves, who is suffering from global economic crisis and ever-gloomy domestic market status.

  Arnold, J. Mandell, a neuroscientist of Univ. of California, has defined the ‘SECOND WIND’ as state of one’s body adjusting to ‘DEAD POINT’ – a moment one’s body sends signs of muscle pain,

headache, and dyspnea while in heavy exercise/sports – and gain the strength to continue.

  In our life, we may face many ‘dead-points’ on our way to our dream/goal.

Nevertheless, one who has courage to face the moment of pain and frustration, and has a strong will to overcome such moment, deserves the second wind.

Get over it. The Second wind is coming!