In the rapidly evolving landscape of industrial technology, BR Tech emerges as a potential unicorn, poised to revolutionise the multi-hundred-billion-dollar industrial painting sector. Located in Ulsan, the automotive heartland of South Korea and home to Hyundai Motor, this company, led by CEO Kibaek Kam, exemplifies the transformative power of integrating traditional craftsmanship with advanced robotics and AI.
BR Tech’s journey, driven by Kam’s evolution from an automotive enthusiast to an entrepreneurial pioneer, mirrors the dynamic shift in the industry towards high-tech solutions. The company’s products, the Eco Painter — a state-of-the-art painting training simulator, and the Alpha painting robot, are at the forefront of this revolution.
The Eco Painter, utilising water instead of paint, provides a sustainable and cost-effective training solution. This innovation is particularly crucial in the current global context where there is a significant shortage of skilled painting professionals, positioning the Eco Painter as a game-changing solution to this widespread issue.
Meanwhile, the AI-powered Alpha robot is engineered to perform a variety of complex painting tasks that were traditionally only possible by highly skilled human artisans.
In this exclusive interview, we explore Kam’s entrepreneurial journey, the unique challenges and triumphs of merging traditional painting techniques with cutting-edge technology, and BR Tech’s ambitious vision.
This narrative is not just about technological innovation; it’s about seizing a major portion of a lucrative market ready for disruption and setting new benchmarks in an industry on the verge of a technological revolution.
Can you tell us a little bit about your journey to founding BR tech? What was your aha moment?
I have always been deeply passionate about automobiles, which can be traced back to my childhood. My interest was further highlighted during my university years when I won the gold prize at a domestic technical competition hosted by Hyundai and Kia Motors. This pivotal event not only showcased my affection for automobiles but also marked a significant milestone in my journey towards automotive innovation and expertise.
Now, after seven years in this entrepreneurial journey, BR Tech stands as a testament to my commitment to eco-friendly solutions. With our headquarters in Ulsan, the automotive mecca of South Korea, we specialise in battery packs and painting simulation equipment, highlighting our dedication to environmentally conscious practices. My leadership philosophy revolves around sustainable growth, increasing corporate value, and maintaining a strong focus on environmental stewardship.
What problems are you solving now?
Did you know that iconic luxury car brands like Mercedes-Benz, Rolls-Royce, and Ferrari still entrust the finishing touch of their vehicles to the skilled hands of artisans? In Korea, where the industrial coating market spans US$1.7 billion for automotive refinishing, US$4.2 billion for ship painting, and further billions in aerospace and corrosion protection, the contrast is stark. These figures, echoing the vibrancy of the Korean market, also highlight the challenges it faces: the scarcity of skilled painters and strict VOC emission regulations.
In response to these challenges, our endeavour is to bring the precision of robotics to the forefront of an industry steeped in tradition. As we pioneer this shift, we are not only addressing the immediate need for efficiency and environmental compliance but also preserving the essence of craftsmanship.
This is where technology meets tradition, ensuring that luxury vehicles — and indeed all coated surfaces — receive a finish that marries the best of both worlds. Our vision is to lead a transformative wave across Korea’s markets, proving that the future of industrial painting lies in the harmonious blend of the artisan’s touch with robotic innovation.
Are your revenue streams anchored in the sale of simulators and robots, and could you elaborate on your business model, particularly any future plans for scaling?
At BR Tech, we’re not just selling cutting-edge simulators and robots; we’re revolutionising the way small and medium-sized enterprises (SMEs) approach painting and finishing. Currently, our products are pioneering changes in educational institutions and are on the verge of transforming workflows in Hyundai Heavy Industries and global paint company training centres.
Looking ahead, our vision for scaling efficiently in the global market involves innovative models like leasing, rentals, or a rent-to-own scheme. These strategies are designed to lower entry barriers for SMEs, providing them with access to technology that was previously out of reach due to cost constraints. By 2024, with the launch of our advanced painting robots, we aim to begin pilot programs in Korean automotive refinishing shops.
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Imagine over 10,000 workshops in Korea, each with the potential to enhance their efficiency exponentially. Our robots, priced competitively against the cost of hiring even entry-level technicians, could accelerate business processes significantly. As we introduce leasing and rental options, we’re not just providing tools; we’re offering a lifeline for businesses to scale and thrive in an automated future.
With BR Tech’s bold strategies, the industry won’t just witness transformation; it will be a part of it. The future is not for sale — it’s for lease, rent, and ownership, all tailored to empower and expedite the growth of businesses big and small. Welcome to the new era of industrial innovation, where every company, regardless of size, can paint their success story with the broad strokes of automation and the fine lines of precision.
What sets Eco Painter, painting simulator and Alpha, painting robot apart from others?
In a field where precision and realism are paramount, our Eco Painter sets itself apart as a revolutionary painting simulator that operates in real space, providing a reality-based experience without the need for VR goggles. Unlike traditional simulators that create disconnection from reality, often causing discomfort and dizziness, Eco Painter utilises a proprietary 3D object display, making it the world’s first reality-based painting simulator. It enhances training realism by using water instead of actual paint and provides quantitative analysis of painting results, leveraging data on paint characteristics.
In the demonstration video of this product, water is used instead of actual paint to enhance the realism of the training. Additionally, it utilises data on paint characteristics to provide a quantitative analysis of the painting results.
Our Alpha painting robot, on the other hand, excels in its interface with technicians. It captures and processes the spray data developed by Eco Painter, efficiently transferring skilled painters’ expertise to robotic precision. Alpha addresses the automation challenges posed by the variety of paint jobs required across different substrates, which has been a barrier to technology adoption in the past.
It may not replace all painting technicians initially, but its intuitive interface allows for collaboration, gathering diverse data to refine Alpha’s AI system for optimal painting paths. Moreover, with specialised hardware optimised for painting environments, Alpha boasts cost-effectiveness unparalleled by traditional industrial painting arms. We’ve secured nine patents with ongoing applications to protect these innovations.
In summary, BR Tech is pioneering the art of painting with the precision of technology, turning the tides into a market ripe for innovation. We’re not just building machines; we’re crafting legacies of efficiency and excellence.
What is your vision for the future of BR Tech, including your key priorities?
At BR Tech, our vision centres on providing solutions through Eco Painter and Alpha in the automotive painting sector, with a broader commitment to benefiting humanity. Painting is essential across various industries, yet it poses health risks to workers and contributes to environmental pollution due to indiscriminate paint usage.
Our goal is to mitigate these issues, acknowledging that while computers and machines excel in data processing and precision, they cannot yet replicate the nuanced expertise and sensory perception of skilled human technicians.
Humans possess an incredibly sophisticated visual system, capable of seeing details as fine as 1 gigapixel, akin to the capabilities of NASA’s space observation cameras. This precision allows us to detect even minor paint flaws on new cars, sometimes leading to repair requests or vehicle rejection.
Skilled painters with even more acute vision apply their techniques in real-time, managing paint layers as thin as 10μm — finer than a strand of hair. They artfully control the angle of metallic particles in the paint to match colours perfectly, a process akin to an art form.
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Thus, our mission is to offer solutions in areas that are challenging for both humans and robots. We aim to expand not just in the painting sector but across various industrial and everyday life domains. Our vision is a future where technology complements human skills, creating a synergy that overcomes current limitations and opens new possibilities for efficiency, safety, and environmental sustainability.
What do you see as the biggest challenges in scaling your business and taking it to the next level? Could it be skilled talents, funding, sales and marketing, or anything else you currently find lacking?
Our most significant challenge lies in bridging the technical gap between the engineers developing Eco Painter and Alpha and the painting technicians. However, we’re fortunate to have a team composed of professionals who are both passionate and skilled in both areas.
Before founding BR Tech, I worked as a BMS embedded development researcher in the ESS field, but my background is in automotive engineering, and I’ve worked as a car service engineer. I also gained experience in a car tuning shop. During my university days, my love for cars led me to paint my first car and engage in activities like engine swapping, which might seem odd to the average person.
This unique blend of experiences and skills within our team makes us uniquely positioned to address challenges in fields like painting robotics swiftly. We don’t just have the technical know-how; we have a deep understanding of the automotive world, which allows us to innovate and adapt quickly to meet market needs. So, while there are challenges in scaling any business, our team’s unique composition gives us a distinct advantage in overcoming these hurdles and propelling BR Tech to the next level.
How do you plan to transform BR Tech into an overwhelmingly dominant global leader?
Our strategy to establish BR Tech as a global leader hinges on two key aspects: rapid market penetration by solving problems faster than others and leveraging the vast data accumulated through these solutions as a significant asset. We’re focusing on quickly addressing issues that our team is uniquely equipped to solve, allowing us to gain a foothold in the market and build a robust data backbone.
A critical part of this strategy is swift global expansion. We’re exploring partnerships with global financial institutions to offer leasing, rental, or rent-to-own programs, making our solutions more accessible worldwide. This approach not only expands our market reach but also diversifies our revenue streams, strengthening our financial foundation.
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Additionally, we’re in the process of securing our next round of investment. Our focus is not just on equity investors but also on collaborating with international financial institutions that can provide growth capital. This will bolster our capabilities to scale, innovate, and penetrate new markets, setting us on a path to become a dominant force in the global arena. Our goal is to harness our unique strengths and strategic alliances, transforming BR Tech into a name synonymous with innovation and leadership in our field.
Last September, BR Tech won the Minister of SMEs and Startups’ Award for Excellence, the top prize, at an Online Export Company IR Pitching Competition. Can you share a bit about your preparation for this event and what contributed to your success?
Yes, it was indeed an unexpected and fantastic achievement. Our participation in the event was motivated by the importance of the global market. For our team, comprised of domestic developers, pitching on a global stage was one of the most stressful challenges we’ve faced since the inception of our company.
However, a serendipitous encounter with David Kim, a global startup coaching expert from Open C, changed our course. His guidance and assistance in crafting our pitch deck played a pivotal role in our success.
This experience underlined a valuable lesson that life is a series of fortuitous events. Winning this prestigious award not only validated our hard work and innovative approach but also reinforced the belief that with the right guidance and preparation, even the most daunting challenges can be overcome. This recognition has fueled our drive to continue pushing boundaries and striving for excellence in the global arena.
Could you elaborate more on BR Tech’s vision and priorities? Also, what are the biggest challenges you currently face in expanding and elevating your business, and how are you addressing them?
As an engineer-turned-entrepreneur, my vision for BR Tech has always been rooted in the belief that the technologies we aspire to implement are not just necessary but crucial for the market. This belief sometimes led to quick, perhaps premature, decisions about the company’s direction. It’s a common scenario many startups face.
However, I’ve learned that introducing a necessary innovation to the market and establishing it as a universal part of the industry’s culture is an even more formidable task than developing the technology itself. It requires not just technical prowess but a more strategic approach backed by substantial capital and collaboration with diverse partners.
To address these challenges, we are focusing on building strong market awareness and educating potential users about the benefits and applications of our products. We are also strategically aligning with key industry players and seeking collaborations that can help integrate our technologies into the existing market framework.
Additionally, we are constantly refining our business model to ensure it is robust and adaptable to the changing market dynamics. This includes exploring innovative financing options like leasing and rentals, which can make our technology more accessible to a wider range of customers.
In summary, our journey is about marrying technological innovation with strategic market integration. We’re not just creating cutting-edge products; we’re shaping an ecosystem where these innovations become integral to the industry’s growth and sustainability.
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