설로인(SIR.LOIN)

SIR.LOIN is a South Korean startup founded in 2017 with a mission to innovate both the production and customer experience in the meat industry. Emphasizing the importance of detail, the company uses meticulous evaluation criteria such as the age of the cattle, fat color, and maturity to select and offer meat, aiming to revolutionize meat production.

Going beyond its products, SIR.LOIN provides various content to offer a more enjoyable and delicious experience to its customers. This includes enhancing the gastronomic delights, offering special sets for memorable occasions, meal kits for special occasions, and captivating meat stories to showcase a new gastronomic world.

Driven by the vision of perfecting everything about meat through meat technology, SIR.LOIN was initiated by CEO Junwon Byun, a graduate of the Seoul National University's Department of Chemical and Biological Engineering. The startup utilizes aging and biochemistry to maintain consistent quality and increase the added value of meat. Moreover, SIR.LOIN has developed the online partial meat wholesale service, 'Bon Dero,' to eliminate the uncertainty in the traditional wholesale market for specific meat cuts.

The startup raised a KRW40.00B Series B investment on 25 February 2022, with the participation of investors such as Hana Ventures, Donghoon Investment, and KDB Industrial Bank. SIR.LOIN is based in South Korea and operates in the E-Commerce and Food and Beverage industries, striving to innovate the customer experience through enriching gastronomic experiences and eliminating uncertainties in the meat purchasing process.