Annual sales of 100 billion won, husband Kim Jung-moon reveals tremendous legacy 50% back to society

Nov 06, 2025

Choi Yeon-mae gave back 'Half of operating profit' to society and deeply resonated with the management philosophy that 'Sharing comes before pursuing profits'.

On EBS 'Seo Jang-hoon's Neighborhood Millionaires' (hereinafter 'Neighborhood Millionaires'), which aired on the 5th, Choi Yeon-mae, CEO of Kim ○ Moon Aloe, the company that led the popularization of aloe in Korea, appeared and revealed the success story with tears and tenacity.

Choi Yeon-mae has been leading the company for 20 years since 2006, succeeding her late founder and husband Kim Jong-moon, who died in 2005. The company, which was established in 1975 and was so successful that the name itself was a brand, was on the verge of bankruptcy along with its founder's illness.

Choi Yeon-mae abandoned the name 'Mother' on behalf of her husband and went to the management front, but what poured into her was the cold gaze and ridicule inside and outside the company. But Choi Yeon-mae should protect this company" broke through all the criticism head on with a sense of duty. As a result, it has paid off all 40 billion won in debt in 10 years and has now made a leap forward as a global brand with 100 billion in annual sales.

The meeting between Choi Yeon-mae, who ran an agency in Kim ○ Munallo, and the late Kim Jeong-moon, the chairman of the headquarters, was truly fate. She achieved No. 1 sales in the country in a short period of time by building a 'family-like bond' with door-to-door salespeople, or housewives, who were at the heart of the agency's operation at the time.

Choi Yeon-mae, who became the first woman to become the general branch manager, fell in love with the protocol of the late Kim Jeong-moon, who had been invited as a lecturer in her area. The two, who had a relationship with Aloe as a medium, became a couple with the late Kim Jung-moon's 'Aloe Proposal', but he left his wife's side after eight years of marriage. As her husband passed away, the atmosphere of "Kim ○ I'm going to fail" prevailed, and the sale proposal continued.

In order to save the company in crisis, Choi Yeon-mae visited agencies across the country and delivered her sincere words with a big bow. Even the company's confidential documents were transparently disclosed and tried to gain their trust.

In the end, the company, which rose again by paying off 40 billion debts, achieved a new heyday by entering home shopping and pioneering the global market. Choi Yeon-mae is still practicing the management philosophy of 'Sharing' left by her husband. It is opening the country's largest aloe farm, which costs 2,800 pyeong and costs 2.4 billion won per year, for free on Jeju Island.

In addition, as of 2024, '50% of operating profit' was returned to society, continuing the intention of '90% of profit return to society' that the husband practiced during his lifetime. They are sharing warm hands through various social contribution activities such as the 「Full Life Movement" and the Aloe Seedling Sharing Campaign to help children in the poorest countries.

Next week, the Yuk Gwang-sim episode of 'The School Rich Who Bought a Hotel While Collecting Buildings' will be aired. EBS 'Seo Jang-hoon's Neighborhood Millionaires' airs every Wednesday night at 9:55 p.m.

shyun@sportschosun.com

Annual sales of 100 billion won, husband Kim Jung-moon reveals tremendous legacy 50% back to society

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