According to the market size of the 'Logistics Visualization System Market' compiled by Market Research Future, the market size is estimated to reach USD 6.817 billion (KRW 10.0387 trillion) in 2024. Market Research Future predicts that although supply chain management remains dominant, the market will grow by 8.41% annually until 2035 due to the efficiency and real-time management, and rapid industrialization of the technology-savvy Asian market. By 2035, the market is expected to reach USD 16.57 billion (approximately KRW 24.4009 trillion), and the growth rate may increase due to advancements in sensor technology, integration of AI and machine learning, and the realization of carbon neutrality.


However, despite many companies venturing into this market, no company with strong market dominance has emerged. This is because the logistics visualization system itself requires capabilities in AI and machine learning-based software and data construction, the completeness of logistics visualization programs, and the performance and manufacturing capabilities of IoT sensors, which are hardware components. Most companies tend to focus on either hardware or software. In contrast, Willog has been conducting business with both conditions met from the outset.

Proven business viability due to COVID-19··· Now challenging the global market

Willog was established in May 2021, starting as a company developing cold chain solutions and monitoring devices. At that time, there was a clear demand for cold chain related to the distribution of COVID-19 vaccines from pharmaceutical and distribution companies, and Willog responded to this, leading to rapid business growth. Currently, the company is offering logistics visualization systems based on IoT devices and AI by further advancing its solutions. By attaching IoT sensors to warehouses or delivery trucks, it collects data on location, temperature, humidity, and impact, helping to reduce risks occurring during the distribution process by providing quality or movement path of products, and further predictive maintenance.


The background for the rapid growth of Willog's business was COVID-19. At that time, a system to manage cooling systems in real-time for vaccine distribution became necessary, and in July 2022, the amendment to the 'Regulations on the Manufacture and Sale Management of Biological Products' legalized real-time cooling distribution management. Consequently, pharmaceutical companies partnered with Willog to distribute COVID-19 vaccines, securing case studies and providing an opportunity to evaluate business viability domestically and internationally.

Having surpassed its fourth year since founding, Willog has now emerged as a global company conducting overseas business worldwide, including in the United States, Japan, and Singapore. Sung Chi-guk, the head of the Japan branch, explained, “To track global logistics, a complex system is needed, and it must address all stakeholders and field situations. For example, if business is conducted from Korea overseas by air or sea, and locally by vehicle or rail, all local environments and operators must be considered.”


He continued, “Willog’s solution communicates in real-time with IoT sensors developed with proprietary technology, consistently collecting and visualizing data from departure to arrival. Thanks to this, it is immediately possible to identify who and what caused a problem in any process. Five years ago, there were almost no competitors, but as the service succeeded, there are now quite a few competitors both domestically and internationally.”

Differentiation with self-manufactured hardware and self-implemented software

Sung Chi-guk emphasized that Willog's competitiveness lies in its technology and know-how. He stated, “From the beginning, we designed and manufactured hardware ourselves, and developed the Willog control tower and intelligence software to enhance completeness. Additionally, the ability to modify according to client company requirements is a differentiator not found in other companies,” adding, “The workforce is more focused on software. While the completeness of the device is important, it must provide tangible profits to customers based on data. The key is to prevent previously occurring issues from recurring and to visually process and display them.”


How does Willog’s solution operate? Sung Chi-guk explained, “For example, past problematic routes or real-time weather or natural disasters can be immediately checked. It also collects road vibration or impact data to predict reckless driving or road damage, guiding alternative routes, or proposing specific packaging tailored to certain environments. It recommends alternative ports or flights according to the departure schedule and helps prevent contract violations or losses related to delivery.”

In practice, a precision materials company was considering product damage as a given. After adopting Willog’s service, it was confirmed that there were no issues during sea transport from Korea and inland arrival at the port, but damage occurred during local rail transport. Subsequently, alternative routes were chosen to resolve the issue by recognizing similar problems. Regarding this, he stated, “Data collection for the entire distribution process is conducted, and quality evaluations for specific stakeholders can also be performed. Legal responsibility can be clearly established.”


Willog’s representative client is ‘Yongma Logistics’. Sung Chi-guk stated, “Yongma Logistics is the number one pharmaceutical logistics company in Korea, and currently, pharmaceutical specialized transport trucks manage quality with Willog products. They are immediately put into management once attached to existing cargo. Besides the medical field, Willog’s solutions are used in precision parts, chemicals, semiconductors, and even in defense and government sectors. Products that are mainly high-priced and require strict temperature or vibration management, and those with high costs for reproduction and transportation in case of issues during delivery, are managed.”

Expanding business overseas, supported by institutions like Seoul Innovation Center

Willog currently has local subsidiaries in the United States, Japan, and Singapore, with a particular focus on the Japanese market. Sung Chi-guk introduced, “Willog Japan branch is located in a shared office for logistics startups operated by the Japanese branch of Prologis, a U.S. logistics real estate investment trust (REITs) company. We are now in the stage of establishing a relationship with Prologis.” As an Asia-based company, Willog plans to compete by aligning with the distinct logistics characteristics of each market and border, emphasizing better response to data accuracy and local support.


Institutions are also supporting Willog to strengthen its competitiveness. The Seoul Creative Economy Innovation Center supports participation in ILS 2025, held in Japan from December 1 to 4. ILS is Asia's largest open innovation event hosted by the Japanese Ministry of Economy, Trade and Industry, providing Willog with opportunities to collaborate with leading companies. Sung Chi-guk stated, “For startups, it is not easy to estimate budgets or plan for event participation. Seoul Innovation Center readily supports to ensure the first step is well taken.”

Additionally, the Seoul Creative Economy Innovation Center supports global corporate promotion for Willog, and the Busan Creative Economy Innovation Center supports participation in Startup Japan 2025, held in Osaka, Japan, from December 17 to 18. Previously, the Seoul Business Agency (SBA) supported participation in Sushi Tech Tokyo 2025, and the National IT Industry Promotion Agency supported participation in KOOM 2025 in New York, USA, among various institutions supporting Willog’s global expansion.

Contributing to logistics efficiency across the entire supply chain


Willog's ultimate goal is to optimize efficiency across the entire supply chain. Any logistics flow can be optimized and made efficient if data is secured. Finally, Sung Chi-guk stated, “Many countries, including ours, are sensitive to logistics costs. Moreover, with a recent workforce shortage across the logistics industry, transportation volume is increasing. Ultimately, IT technology is the solution to this problem, and there is much that Willog can do here. We will propose ways to enhance efficiency across the entire supply chain and logistics processes and expand our business.”

IT Donga Reporter Nam Si-hyun (sh@itdonga.com)

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