[Tech Startup Story] Scaling in Japan: H2O’s Tech Hospitality Success Story

Japan has long been considered a challenging market for Korean startups.
Even highly popular services with large user bases in Korea have often struggled to succeed in Japan.

H2O Hospitality, however, has defied this trend.
Since entering the Japanese accommodation market in 2017, the company has emerged as one of the hottest players in the industry, achieving rapid and sustained growth through thorough preparation and strong localization strategies.

Last year, H2O Hospitality recorded KRW 7.5 billion in revenue, marking a 300% year-over-year growth. This year, the company is expected to grow by as much as 400%.
How has H2O managed to scale so successfully in one of the most difficult markets in the world?

In this session, CEO Woonghee Lee shares his firsthand experiences and lessons learned from H2O’s journey into Japan—covering the challenges, setbacks, and strategies behind their remarkable growth.