The Freedom to Do Nothing
Soyeon Kim

Words Heewon KimImages Guno Lee

In Korean, ije means “from now on” or “from this moment forward.” For IJE, the independent hospitality brand founded by Soyeon Kim and later joined by Heewon Yoon, the name points to a way of staying that honors each place’s history and lets guests experience its distinct character.

Kim began working in hospitality in Busan nearly 20 years ago. With Yoon, she developed IJE across three destinations in South Korea: Namhae, Busan, and Gyeongju. Each property responds to its setting through architecture, food, and service. Here, Kim reflects on the experiences that shaped IJE and what understated Korean hospitality means to her.

You’ve been in hospitality for two decades. When did you begin to imagine a hotel of your own?

At the time, smaller properties were often associated with love hotels. I wanted to change that perception through better design and service. We adopted new marketing and operating methods as the sector grew, which gave me a strong grounding in hotel operations. Over time, I wanted to create the kind of hotel I would want to visit myself.

What drew you to small Japanese ryokans, and what did you want to bring back to Korea?

Travel comforted me during difficult periods, and I was drawn to small Japanese ryokans. What I remember is how complete the experience felt. A carefully prepared meal, a warm bath, a view, and the freedom to do nothing.

Outside large luxury hotels in Korea, travelers often chose pensions or pool villas, where they still had to shop, prepare meals, and organize much of their stay. I wanted guests to arrive without needing to plan or prepare anything.

You and Heewon are both mothers of three. How did your own experience shape the idea for IJE?

Heewon joined while I was developing the idea. We both know the challenge of balancing work and family. After experiencing burnout, I began to question the idea that a good hotel must always offer more amenities, more stimulation, and more things to do. Perhaps people needed the opposite.

I kept asking myself, “Could there be a place where, from the moment you arrive until the moment you leave, you can truly set your responsibilities aside?” That became IJE’s starting point.

What made Namhae the right place for the first IJE?

We were looking for a site in Busan when we came across Namhae. Its landscape and proximity to the sea suited the hotel I had imagined. During the pandemic, interest in domestic travel grew, and travelers began seeking more varied places to stay. IJE was born as those expectations were changing.

How did you take what you loved about ryokans and make it feel at home in Korea?

I was drawn to the feeling of stepping away from daily life and knowing someone had taken care of the details. At IJE, we interpret that sensibility through Korean culture and contemporary life. In the architecture and interiors, we use proportion, open space, natural materials, and craft. In the kitchen, seasonal ingredients from the surrounding land and sea let local produce and traditions shape each meal.

What does that attention to detail look like over the course of a stay?

We begin by defining how we want guests to feel. If the aim is quiet contemplation, that should inform the architecture, the bath, the scent, the meal, and even the way staff speak. Bathing marks the beginning of a stay. The temperature of the water, the view beyond the window, the soft light, and the materials against the skin all help guests unwind. A warm hinoki bath, a seasonal dinner, and tea the next morning should feel like one continuous ritual.

What remains consistent across Namhae, Busan, and Gyeongju?

We want to give guests time to themselves wherever they stay. In Namhae, we leave space for the sea, the changing light, and the wind. In Busan, we balance a calm, private stay with the energy of a port city. In Gyeongju, we look to proportion, materials, and detail to express the depth of its history.

Where do you come in when architects, chefs, and craftspeople are all working on the same hotel?

I think about how people will actually spend their time there and what character we want to preserve. Like a conductor, I bring architects, designers, chefs, and craftspeople together while allowing each to contribute their own voice. A hotel is still taking shape when construction ends. Its character grows through the people who stay and work there.

What’s next for you beyond operating your own hotels?

We’re preparing to work with others on hotel projects under the name AOC, from developing the concept and brand to planning the spaces.

Could the same ideas work in a larger city hotel?

That’s what we’re exploring with IJE EDIT, a project we’re envisioning near Busan Station. It would pair the efficiency of a business hotel with IJE’s approach to design, food, and service. We want to grow thoughtfully, beginning with the experience and finding a site that can truly support it.