The ‘Idden’ brand by Sustainable LAB proposes a sustainable lifestyle that hotel guests and residents can directly experience, centering on zero-plastic amenities and beauty & personal care (BPC) products. │ Sustainable LAB, Inc. (CEO Seo Sun Mi) participated in the 2025 Korea Construction & Safety Expo held at KINTEX Exhibition Center 1 from September 17 (Wed) to 19 (Fri). Operating under the motto “Less Plastic, More Trees,” Sustainable LAB is a green lifestyle tech company tackling the climate crisis. The company converts agricultural and forestry by-products—previously discarded as waste—into BIO-CCUS (Bio Carbon Capture, Utilization, and Storage) material called Terrafin (RE:TREE), proven to store 1.07 kg of carbon per 1 kg of material, and offers scalable solutions applicable from consumer goods to urban infrastructure.Its business operates on two pillars: Terrafin – the material brand, and Idden – the consumer brand. Idden focuses on zero-plastic amenities and BPC products, delivering sustainable lifestyle experiences to hotel guests and residential communities.Terrafin, meanwhile, extends beyond daily goods to large planters, decks, and parasols, enabling development of carbon-storing urban infrastructure. Through diverse domestic and international collaborations, Sustainable LAB has verified both the market potential and scalability of its climate-tech solutions. In Korea, the company is collaborating with Hyundai Engineering & Construction to implement a “Zero-Plastic Life Zone” inside the Hillstate model house, developing a PoC that expands into resident gifting and apartment commerce platforms. It also supplies RE:TREE-based amenities to all Chosun Hotels & Resorts and Glad Hotel branches, establishing a presence in the premium hospitality sector. From an industrial collaboration perspective, Sustainable LAB partners with POSCO to upcycle pine trees damaged by pine-wilt disease in Pohang into CCUS-based materials, creating durable and eco-friendly lifestyle products. This approach not only enables material innovation but also provides a circular-economy model addressing both climate crisis and forest disease issues at a local level. Moreover, the company participated as a partner for eco-friendly gifts for VIPs at the 2025 APEC Summit, reinforcing its international credibility and value.Notably, Sustainable LAB introduced the concept of “Piece-Carbon,” expanding its model to circularly utilize agricultural, forestry, and marine by-products across Korea. By collecting and processing regional waste resources into CCUS-based bio-materials, the company is building a new diffusion model that connects material IP development → Piece-Carbon goods creation → tourism and cultural content integration. A company spokesperson explained,“This model goes beyond material innovation, positioning itself as a K-lifestyle climate-tech expansion platform that combines local circular economy principles with climate awareness.” Exhibition view of lifestyle products made with BIO-CCUS-based Piece-Carbon material “Terrafin (RE:TREE).” │Photo – AVING News At the expo, Sustainable LAB showcased BIO-CCUS-based “Piece-Carbon” material Terrafin (RE:TREE) and its applications in lifestyle and construction solutions.Key strengths include: Carbon-storage verification: 1 kg of material stores 1.07 kg of carbon (verified with Chungbuk National University EDI) Mold compatibility: can use existing plastic molding processes → easy expansion to consumer and construction products Construction safety: low-temperature, non-toxic process minimizing fire risk and hazardous emissions Sustainable LAB stated,“Through this exhibition, we aim to achieve three goals:① expanding sales references,② strengthening collaboration across construction, hospitality, and public sectors, and③ offering solutions that meet both construction safety and environmental regulations.” Currently, the company is in a pre-export phase, focusing on PoC and sample supply to expand globally. It has participated in Maison & Objet (France) and K-Fair, selected as a representative K-Beauty & Lifestyle brand, where it engaged in collaborations with local buyers and confirmed export potential to European hotel and retail channels. In addition, Sustainable LAB partnered with Spanish hotel and restaurant brands for RE:TREE-based tableware and amenity PoC, now in real-world use with positive feedback. Looking ahead, the company has designated Japan, Southeast Asia, and the Middle East as its priority export markets.Sustainable LAB emphasized that it is not merely an exporter, but a climate-response technology company aiming to expand the Piece-Carbon platform by utilizing local by-products in each region to meet growing global needs related to climate change.About the Expo The 2025 Korea Construction & Safety Expo showcased advanced “Smart Construction Safety Management” technologies that leverage data, AI, robotics, and drones to prevent and rapidly respond to construction-site hazards. From risk prediction at the design stage to on-site prevention and response, the event highlighted the future of smart safety management. The concurrent Smart Construction Safety Conference featured participation from experts representing the KOSHA (Korea Occupational Safety and Health Agency), the Korea Smart Construction Safety Association, and other government and industry organizations. Sustainable LAB’s booth at the “2025 Korea Construction & Safety Expo.” │Photo – AVING News Sustainable LAB Booth at the 2025 Korea Construction & Safety Expo,” AVING News, accessed [Date Viewed]. Available at: https://kr.aving.net/news/articleView.html?idxno=1804242
