East Movement, a South Korean travel tech company, has secured seed funding from MY Social Company (MYSC). Founded in December 2022, East Movement is the second venture by CEO Jun Kyu Park, who also founded the renowned Surfy Beach in Yangyang, Gangwon Province.  

The company designs and operates programs centered around beach yoga, offering customers leisure experiences on the beach that promote healing in nature. Next year, East Movement plans to introduce beach running programs, positioning itself as a leader in the growing wellness tourism industry. Drawing on his experience with Surfy Beach, Jun Kyu Park collaborates with local governments and creators to deliver integrated regional experiences, including accommodations, dining, and activities.  

Through the East Movement, Park aims to revitalize Yangyang’s local ecosystem with the concept of “beaches to enjoy year-round,” combining wellness tourism and healing as key themes. The company also plans to expand its reach beyond Yangyang to other coastal areas, such as Korea’s western and southern seas, breathing new life into underserved regions.  

MYSC commented, “With our investment and additional funding secured through theLIPS program, we hope East Movement will inspire more people to discover and appreciate the value of local communities, fostering growth together with the region.”  

CEO Jun Kyu Park added, “By integrating yoga, fitness, and running into beach experiences, we aim to lay the foundation for more local startups to emerge. We will collaborate closely with local tourism providers to create new value and make local businesses more meaningful.”