The Overlooked Opportunity 🌱 : An Interview with Rapport Labs' CEO Juyoung Hong

The tech industry too often sees aging users as a liability, not an opportunity. This tendency is pervasive, even in a super-aging society like South Korea. Few companies I’ve worked with, from startups to ed-techs, media, and gaming firms, have embraced the fact that their core users are now older adults in their 50s. This is precisely what intrigued me about Rapport Labs, a company fully embracing older women as their primary user group.

🔍 A New Perspective on an Older Demographic

What’s most fascinating is how Juyoung Hong and his co-CEO, Hee-min Choi, both male in their 30s, chose to target a demographic so different from themselves. The idea was sparked by a simple observation: his co-founder's mother, a member of the generation that dominates Korea's KRW 18 trillion home-shopping market, was absorbed in buying clothes on her mobile phone. This insight revealed a clear business opportunity.

You might think, “Of course! Korea is super-aging,” but this mindset is rare. The common refrain in tech is, “We wish our core users were younger Gen-Z.” This desire to “refresh” the user base is pervasive in tech culture, where younger staff often prefer to avoid anything they consider old or outdated.People in their 40s and 50s represent one of the most robust demographics in Korea, with significant purchasing power.

People in their 40s and 50s represent one of the most robust demographics in Korea, with significant purchasing power. [Source: Rapport Labs website]

A Global Phenomenon with a Clear Solution

This isn’t just a Korean issue; it’s a global one, especially in the U.S. tech industry. The priorities of older users are often neglected as teams pour energy into “understanding Gen Z.” Yet, aging populations are one of the most significant global trends. The share of people aged 60 or older is projected to almost double from about 12% to 22% by 2050. Companies that tap into older demographics are strategically positioned for future growth.

Rapport Labs didn’t stop at fashion. After launching their platform QueenIt, they expanded into a grocery app for seasonal produce called PaldoGam. At first glance, this might seem random, but it makes perfect sense when you understand their core audience, women in their 40s and 50s.

Companies like Rapport Labs are uncovering high-potential user groups that have been largely dismissed by the tech world. By embracing aging users and crafting services that genuinely resonate with their needs, Rapport Labs exemplifies how to build growth from empathy and a customer-centric approach.

(Originally published on Linkedin)