From Mental Health Tech to Home Comforts: A New Chapter

Kim Dong-hyun, formerly CEO of Humat Company (Trost), is embarking on a new venture following the successful acquisition of his mental health platform. Rather of resting on his laurels, Kim is launching a premium homeware brand focused on restoring self-esteem adn fostering a sense of well-being within the home surroundings. This “chain start-up,” as he calls it, represents a shift from direct mental healthcare to creating spaces that support emotional health.

Trost’s Acquisition: Reaching a wider Audience

Humat company, the operator of the Trost platform, was acquired by Nutji healthcare in january of this year. This strategic move will integrate trost’s services into Nutji Healthcare’s “cashwalk” app, expanding its reach to a broader user base. Kim emphasizes that the sale was a “structural decision” designed to connect with more individuals seeking mental health support. He views this integration as a natural extension of Trost’s mission, allowing for more frequent and accessible engagement with users.

Trost is not just a mental health brand for me, but a challenge to realize the desire for everyone to have a healthy spirit. I decided that a wider ecosystem and everyday contact were needed, and the philosophical extension was connected to the Nutji Healthcare.
Kim dong-hyun, Former CEO of Humat Company (Trost)

Addressing the Modern Malaise: Beyond Depression

After a decade of operating Trost, Kim observed that many individuals struggle with “lethargy” and “emptiness” rather than clinical depression. this emotional paralysis, characterized by feelings of helplessness and a lack of motivation, can be more insidious than overt emotional outbursts. This observation is supported by Trost’s counseling data,which reveals a notable number of users expressing a desire to “do nothing” or simply “hold on.”

This phenomenon is not unique to South Korea. According to a 2024 study by the World Health Institution, burnout, a state of emotional, physical, and mental exhaustion caused by prolonged or excessive stress, is increasingly prevalent globally, affecting productivity and overall well-being.

The Importance of Emotional “Rescue training”

Kim believes that counseling provides essential “mental rescue training,” helping individuals articulate and process their emotions.This process fosters emotional awareness, control, and resilience. By developing these “emotional muscles,” individuals can better navigate the challenges of modern life and maintain their mental well-being.

Counseling is a mental rescue training that helps to organize emotions in a language that can be interpreted, and in the process, we will restore the perception and control of emotions, and develop emotional muscles and recovery elasticity.
Kim Dong-hyun,Former CEO of Humat Company (Trost)

Homeware as a Pathway to Self-Esteem

Kim’s new homeware brand aims to address this modern malaise by creating products and environments that promote self-esteem and a healthy rhythm of life. The brand will focus on small luxuries that can enhance daily routines and foster a sense of well-being within the home. This approach recognizes the significant impact of our surroundings on our mental and emotional states.