Lee Je-bok, CEO of Annashel and a veteran of the Korean small home appliance industry, has emphasized the vital need to foster "long-lived enterprises" for the sustainable growth of the Korean economy. In a recent interview, Lee argued that preserving accumulated technology and know-how is just as crucial as encouraging new startups, proposing a national project to "Foster 100 Century-Old Companies."

Lee, who previously served as Vice President of Joas Electronics and worked with the Seojon Group, is a figure who defended the pride of domestic appliances against global giants like Philips and Braun. Currently leading Annashel and collaborating with Maxell Izumi—an 80-year-old Japanese firm—Lee highlighted the Japanese model of corporate support. "When Izumi faced a crisis, financial institutions and local governments didn't just provide funds; they deployed experienced executives to ensure business continuity," he explained.

As of 2022, Korea has only seven companies older than 100 years, while Japan boasts over 33,000. Lee pointed out that the common practice of "taking away the umbrella when it rains"—referring to financial institutions withdrawing support during downturns—and the lack of a protective system lead to the short lifespans of Korean SMEs. He stressed that losing decades of accumulated technical expertise is a significant national loss and called for an "institutional umbrella" to help firms weather external shocks.

Despite receiving offers to serve as an economic advisor for the government, Lee remains focused on his business. Looking toward the AI-driven future, he stated, "While manufacturing and distribution are undergoing radical changes, we will strengthen global cooperation to realize innovative home services in the appliance and health sectors." He concluded that the ultimate mission of a company is to contribute to the enhancement of national competitiveness.

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