Veganism has been establishing its presence in South Korea despite the country’s deep appreciation for meat and seafood. More are acknowledging the many benefits of going vegan, and to accommodate the rising interest, many vegan options have emerged in the Korean culinary scene. Among the array is VARO, South Korea’s first vegan meal kit company. VARO has merged Koreans’ love for quick and easy at-home meal choices with veganism, providing vegans with easy and healthy meal options and non-vegans with an accessible way to try out vegan dishes. Wonjeong Lee, CEO of VARO, strives to advocate veganism through her products and company.
Lee, an alumna of Ewha, graduated in 2021 from the Department of Painting. Throughout her time as an undergraduate student, she continuously probed the thought of doing good while being able to financially support herself. She combined her passion for taking initiative with her desire to do good and reached her decision to develop vegan-friendly products. Being vegan herself, she was well aware of the many benefits veganism has to offer and wanted more people to be able to approach veganism. Lee believes in the bigger message and significance behind veganism.
“Veganism is not just an eating lifestyle. It is way more than that,” Lee said. “Veganism is good not just for the ones participating in it, but also for the environment, animals, and humanity.”
Yet many find it difficult to engage in discourses related to animal rights or sustainability. Therefore, Lee asserts that making vegan dishes that actually taste good is her priority.
“When food tastes good, it is remembered as a good experience,” Lee emphasized. “And there is nothing more effective than that when it comes to promoting positivity toward veganism.”
Lee has invented various meal kit products herself with the help of her team members. The VARO team went through thorough testing to make sure they were creating delectable dishes that were sure to help combat the stereotypes that surround vegan foods. Acknowledging the limited menu choices within preexisting vegan restaurants, Lee also focused on creating one- of-a-kind options for those tired of the same Western options. VARO’s unique products such as Oil Pasta with Fernbrake and Gungjung Tteokbokki, Korean Royal Court Stir-Fried Rice Cakes, reflect Lee’s philosophy. VARO is also in the process of developing more types of products such as on-the-go packed foods and desserts.
VARO does not just provide vegan products. By using minimal biodegradable packaging instead of regular plastic, they play an even more significant part in advocating for sustainability. Also, hailed as a vegan expert, Lee promotes veganism and sustainability by giving lectures on veganism and hosting vegan cooking classes.
Despite all the success VARO has acclaimed, Lee still has a more ambitious dream in mind. She wishes to successfully export her products overseas, especially with the current boom in the Korean food market.
“I want to make it known that Korean and veganism are two realms that can co-exist, and even become global,” Lee professed.
Lee is currently in the process of developing accessible menus that would bring positive attention from those around the world. Ultimately, she wishes to make living a sustainable life easier for herself, her teammates, and VARO’s customers.
The thought of being able to help is enough motivation for Lee. Reading each review gives her the power to continue on. Positive reviews from non-vegans that tried out VARO’s products and comments from customers who admitted their negative biases toward veganism disappeared after trying VARO’s meal kits is one of the biggest sources of her perseverance.
Lee’s time as an undergraduate student at Ewha also served as a catalyst in shaping the person she is now. She took on a double major in Art History, and also took a wide array of classes including Reading Classics and Writing, which she credits for her ability to think in a detailed and comprehensive manner.
Lee also took part in the student council, which taught her the importance of always keeping an open mind. She also developed a deeper understanding of diversity and taking action. Ultimately, Lee’s time at Ewha allowed her to open herself to a bigger world and solidify her beliefs, bolstering her confidence as a changemaker.