Organic Mom – Championing Eco-Friendly Babywear

Warmth, Safety, and Sustainability: Your Trusted Partner in Baby and Kids Organic Cotton Clothing


Brand Introduction

Organic Mom represents the essence of maternal love and care, offering products made with safe coloring and 100% organic cotton, free from harmful chemicals. The brand epitomizes the concept of “Mom’s mind,” ensuring that every product is crafted with the utmost attention to safety and comfort, especially in Hong Kong’s hot and humid climate. Organic Mom, originating from Korea, is distinguished for its environmentally friendly, soft, and skin-friendly fabrics.

The brand’s symbols are Gomdori, representing the Green Mom’s commitment to quality, the White Grass Leaf for purity and cleanliness, and the Green Leaf for freshness and natural essence. Organic Mom stands for simplicity, wellness, and natural purity, focusing on health-first designs for happy, healthy childhoods.


About Organic Mom

Established in 2017 as Organic Mom, formerly known as Pungse Textile Inc., we are dedicated leaders in eco-friendly baby and children’s wear. With our roots in Korea, Organic Mom has swiftly expanded its influence on the global stage, becoming synonymous with organic, sustainable clothing. Co-founders Chris Cheng and Ruru Ma have been at the helm of Organic Mom since its inception, driven by an unwavering commitment to safety, comfort, and environmental responsibility.


Our Journey: Key Milestones

  • 2007: Commenced manufacturing and sales in department stores, marking the inception of our journey.
  • 2008: Recognized as a Management Innovation Type Small and Medium Enterprise; participation in the Textile Stream Project.
  • 2010: Expanded into Shanghai, achieving Venture Enterprise status.
  • 2012: Opened our state-of-the-art Logistics Center in Cheonan Pungse District.
  • 2018: Proudly operating 80 department store outlets, spreading our message of eco-friendliness and quality.

Embodying Maternal Love and Care

At Organic Mom, we embody the essence of maternal love and care, offering a wide array of babywear and children’s wear, all meticulously crafted with 100% organic cotton and safe coloring. Guided by the philosophy of “Mom’s mind,” each product radiates comfort, safety, and warmth. We proudly employ GOTS-recognized organic cotton and natural dyes to ensure that our products are not just safe and allergen-free but also environmentally responsible.


Our Sentiment for Content

  • Warmth and Nurturance: We aim to evoke feelings of warmth, safety, and comfort, reflecting maternal love and care. Our language is gentle, caring, and reassuring, highlighting the protective and nurturing essence of a mother’s love.
  • Eco-Conscious and Responsible: We underscore our dedication to sustainability and eco-friendly practices, emphasizing our responsibility towards the environment and future generations.
  • Quality and Safety: We emphasize the high quality and safety of our products, conveying trust and reliability to assure parents of their children’s safety and comfort.
  • Innovative and Trustworthy: Showcasing our innovative approach in sustainable fabric use, positioning ourselves as pioneers in the industry.
  • Inclusive and Community-Oriented: Our content is inclusive, welcoming all families and communities, fostering a sense of belonging and connection.

Brand Positioning

  • Eco-Friendly Pioneer: Positioned as trailblazers in sustainable babywear, committed to organic materials and eco-conscious policies.
  • Guardian of Child Safety and Comfort: Focused on creating products that ensure children’s safety and comfort, especially in challenging climates.
  • Symbol of Maternal Love: Our ethos, “Mom’s mind,” emotionally connects with our audience, aligning our products with caring parents.

Market Positioning

  • Premium Eco-Friendly Segment: Positioned in the premium segment, targeting environmentally conscious parents seeking high-quality, sustainable babywear.
  • Broad Product Range: Offering a diverse range of eco-friendly products for babies and children.
  • Global Lifestyle Brand: With significant international presence, underscored by our ISO 14001 certification.
  • Engagement and Education: Dedicated online platforms for engaging and educating parents on eco-friendly practices.
  • Collaborations and Partnerships: Seeking alliances with other eco-friendly and child-focused brands to expand our reach and enhance our market position.

Color Palette

  • Shady Blue: #96B0A8
  • Never Mint: #D4E4EF
  • Agua Marina: #CF968A
  • Mustard Yellow: #F1AD01
  • Cotton Candy: #F6F0EB
  • Milkshake: #F6F0EB

Brand Products

Organic Mom proudly offers an extensive range of products for newborns, babies, and kids, from cozy beddings and swaddles to stylish and comfortable clothing. In our 2015 F/W collection alone, we featured an impressive 300 styles, showcasing the breadth of our product range.


Sustainable Manufacturing and Practices

  • 100% Organic Cotton: We utilize GOTS-recognized organic cotton for quality and sustainability.
  • Environmentally Friendly: Our products incorporate natural dyes, completely free from harmful chemicals.

Crafting Green Futures: Persona-Driven Marketing for Organic Mom’s Sustainable Babywear in Hong Kong and Beyond

Hong Kong Market

Customer Persona: Eco-Conscious Jade

  • Demographics: Female, 30-40 years old, married, with one or two young children, living in Hong Kong.
  • Occupation: Middle to upper-middle-class professional or business owner.
  • Interests: Sustainable living, health and wellness, parenting, and early childhood education.
  • Concerns: Concerned about the hot and humid climate affecting her child’s comfort and health, interested in products free from harmful chemicals.
  • Behavior: Values quality over price, seeks out eco-friendly and organic products, active on social media and parenting forums.

Marketing Appeal:

  • Warmth, Safety, and Sustainability: Highlight Organic Mom’s dedication to creating products that ensure the safety and comfort of children in Hong Kong’s climate, using 100% organic cotton and safe coloring.
  • Local Climate Adaptation: Emphasize the brand’s focus on designs that cater specifically to the local climate, offering breathability, comfort, and protection.

Overseas Markets

Customer Persona: Global Green Parent – Alex

  • Demographics: Male/Female, 28-45 years old, living in urban or suburban areas outside of Korea, likely in environmentally conscious communities.
  • Occupation: Diverse professions, with a significant portion working in industries that value sustainability (e.g., tech, education, healthcare).
  • Interests: Global environmental issues, organic living, community engagement, and parenting in a multicultural environment.
  • Concerns: Seeks products that align with a sustainable lifestyle, concerned about the global impact of their purchases, interested in the cultural authenticity of brands.
  • Behavior: Willing to invest in premium products for quality and eco-friendliness, seeks authenticity and stories behind brands, active in online communities.

Marketing Appeal:

  • Eco-Friendly Pioneer: Leverage Organic Mom’s position as a leader in sustainable babywear, emphasizing the global relevance of choosing eco-conscious products.
  • Innovative and Trustworthy: Showcase the innovative use of sustainable fabrics and practices, reinforcing the brand’s commitment to environmental responsibility and child safety.
  • Cultural Authenticity: Highlight Organic Mom’s Korean roots and its journey to becoming a global lifestyle brand, appealing to consumers interested in multicultural brands with a strong ethical foundation.

Common Strategies for Both Markets

  • Engagement and Education: Use online platforms to engage with parents, offering tips and insights into living a more eco-friendly lifestyle, thus building a community around the brand.
  • Collaborations and Partnerships: Partner with other eco-friendly brands and influencers to broaden reach and reinforce the brand’s commitment to sustainability.
  • Product Range Highlight: Emphasize the broad range of products, from cozy beddings to stylish clothing, showcasing the diversity and quality that meet every child’s needs.

Visual and Content Marketing Appeals

  • Color Palette: Utilize the soothing and nature-inspired color palette (e.g., Shady Blue, Never Mint, Agua Marina) in marketing materials to evoke feelings of calm, purity, and connection to nature.
  • Content Tone: Maintain a warm, nurturing, and inclusive tone across all marketing content to reflect the brand’s core values of maternal care, eco-consciousness, and quality.

By tailoring marketing strategies to these personas and focusing on Organic Mom’s strengths in quality, sustainability, and safety, the brand can effectively communicate its value proposition to both local and global markets.