- business@chosuntoys.com
- CS International (H.K.) Toys Limited
where the story begins
Lee Min Joo started his entrepreneurial journey in 1975 in Dongdaemun-gu, Seoul. He rented a semi-underground hut, bought four sewing machines, and founded Chosun Trading Co., Ltd with a group of partners who shared his vision. The small company specialized in designing and producing toys. Min Joo’s dream was to provide every child in the world with a toy they would cherish and grow up with. He printed out the catalogs, hit the market, and visited customers, taking one order after another. His efforts paid off. His toys won the hearts of customers in the United States and Europe, and his company began to take off.
Reached a major milestone
In 1978, Chosun Trading Co., Ltd. reached a major milestone by opening its own factory with 200 workers. Lee’s company started to mass-produce and market its toys under its own brand name. The name of his company soon became well-known in the industry.
A Christmas Bear went virus
In 1979, Chosun Trading Co., Ltd. achieved a historic breakthrough when it designed the Christmas-themed white teddy bear, a cozy and warm toy that sold 200,000 units. The bear was a smash hit until 1986, when it reached one million sales. The bear became Chosun Trading’s flagship product and a shining star in the global toy market.
the Hear to heart Bear went virus
In 1984, Chosun Trading launched another innovative toy, the Heartbeat Bear. This bear mimicked the vibration of a real heartbeat, giving children a sense of security and comfort. The bear was a huge success with customers in the U.S. and Europe, selling 800,000 units each year until 1995. This bear was more than a toy, it was a friend, a companion and a family member.
Chosun International (HK) Toys LTD
In 1987, the business was growing so fast that Lee Min Joo decided to move the business to Hong Kong, where he established Chosun International (HK) Toys LTD, a new beginning and a new opportunity. He hoped to leverage the international and open environment of Hong Kong to bring his toys to a broader market.
Export Trade Award at the Blue House
In the same year, Chosun Trading’s achievements were recognized by the Korean government, which awarded Chosun Trading the Export Trade Award at the Blue House. This was an acknowledgment of Lee Min Joo and his team and a motivation for their dream.
opened a factory in Shenzhen
In 1988, Chosun International (HK) Toys LTD opened a factory in Shenzhen, taking advantage of Shenzhen’s geographical and human resources, improving production efficiency and quality, reducing costs and risks. Our toys diversified and combined globalization and localization as our customer base expanded.
cooperated with well-known brands
From 1992 to 1998, Chosun Toys cooperated extensively with well-known brands around the world, designing and producing various types of toys for Walmart, Costco, Harrods, Disney and others. These cooperations not only brought our toys into thousands of households, but also showed our toys’ high quality and high grade. Our toys also began to spread in a friendly, high-end, dreamy and magical way, with more influence, infection, respect, praise, charm and grace.
cooperated with well-known brands
From 1999 to 2007, Chosun Toys partnered with innovative brands around the world, designing and producing various types of toys for BBW, Victoria’s Secret, Bandai and others. Our toys also diversified and personalized, meeting the needs of different markets and customers.
CS International (HK) Toys LTD
In 2008, Lee Min Joo retired at the age of 60 and was succeeded by Kim Hong Goo, his old friend. He joined Chosun in 1984 and worked with Lee to expand the market, going through numerous challenges. Later, Chosun International (HK) Toys LTD was renamed CS International (HK) Toys LTD, which has been used ever since. Lee Min Joo trusted that Kim Hong Goo could inherit his philosophy, continue his career, and make CS International (HK) Toys LTD go further, higher and stronger.
digital transformation
In 2019, Kim Hong Goo retired at the age of 60 and left Shenzhen to return to South Korea, where he reunited with Lee Min Joo. Kim handed over CS International (HK) Toys LTD to Liu wen wei, a young and promising leader who dared to innovate. After taking office, Liu wen wei focused on the digital transformation of the enterprise, using digital intelligent management to produce the process, attracting many talents, and improving the competitiveness and efficiency of the enterprise. His efforts made CS INT Toys maintain a leading position in the toy industry, and also won the recognition and praise of customers and industry.
Winter Olympics mascot Bing Dondon
In 2022, CS INT Toys’s Shenzhen factory, Chiva Toys assisted in designing and producing the Winter Olympics mascot Bing Dondon, a cute panda🐼 symbolizing the spirit of the Winter Olympics and Chinese culture. This toy was loved and welcomed by the world, becoming a highlight of the Winter Olympics, and also adding a glory and contribution to CS INT Toys.
Chosun Toys website is launched
As we move forward from the COVID era and witness the rapid advancements of the Fourth Industrial Revolution, the toy industry faces the need for a fresh perspective and new challenges. Our commitment is to create toys that preserve the fundamentals while also adapting to changes and trends, through innovative designs and communication strategies. Although we entered the digital age very late, we never gave up pursuing better service and quality, we finally established our own website, a platform to show the charm and story of our toys, a bridge to connect the needs and feedback of our customers, a window to open up the possibilities and hopes of our future.
