Start fresh, no matter the night before. Early Bright New York creates delicious, convenient jelly sticks powered by time-honored Korean remedies — so you can wake up refreshed, energized, and ready for the day.
"We built this so last night never steals your morning."
How late-night samgyeopsal, soju, and camaraderie sparked a mission for fresher mornings.
In South Korea, there is a unique workplace tradition known as “hoesik” — an after-work gathering where colleagues share food, drinks, and laughter. It’s not just dinner; it’s a social glue that quickly builds team spirit and a sense of belonging. In the old days, soju flowed endlessly, and as the night deepened, guarded advice, career tips, and personal stories were shared in ways they never would be in the office.
If you’ve ever watched a K-drama, you’ve probably seen it — office workers gathered around a sizzling grill after work, flipping samgyeopsal (pork belly), pouring drinks, and exchanging both lighthearted banter and heartfelt words. That warm, tight-knit camaraderie on screen is exactly what you’ll find at a real-life Korean hoesik.
Over time, Koreans developed countless hangover remedies, blending tradition with practicality. One of the most traditional remedies was a cool glass of honey water in the morning, restoring energy after a night of drinking. To soothe a stomach irritated by alcohol, fresh cabbage juice was another trusted choice, believed to protect and calm the digestive system. These time-tested cures are the wisdom of generations, passed down through families.
Today, hoesik gatherings aren’t as frequent as before, but they still mark team celebrations, farewells, and milestones. And one thing hasn’t changed — Koreans are famously hardworking. Even after a night of heavy drinking, they arrive at the office the next morning, ready to work.
When we began exploring the hangover product market, we saw a clear problem: most products felt like taking medicine. The flavors were uninspiring, and worse, they left behind a dry, unpleasant aftertaste.
“Why isn’t there a product that’s convenient, delicious, and leaves your mouth feeling fresh?”
That question became a challenge. And then a mission.
“Let’s create it ourselves.”
In December 2023, we envisioned bringing this innovation to the United States — a product that could help people start fresh, even after a night of celebration. Not just a functional hangover remedy, but a morning revival in the form of a smooth, flavorful jelly stick.
Combining 15+ years of product innovation with the best ingredients from Korea.
To turn our idea into reality, we partnered with Eric, a wellness innovation expert with more than 15 years of product development experience. When we shared our vision — “a jelly stick that brings freshness to the morning after” — he immediately saw the opportunity.
In a research lab in South Korea, Eric began sourcing only the highest quality ingredients. Over the next eight months, more than 50 prototypes were created, each tested for the perfect balance of taste and effectiveness.
We wanted our jelly stick to fit seamlessly into different drinking cultures. Unlike Korea, where soju is the dominant choice, the U.S. has a wide variety of drinking habits — hard liquor, wine, cocktails, beer, and more. We worked tirelessly to ensure our product could be enjoyed before, during, or after drinking, and still deliver that clean, refreshed feeling afterward. To achieve this, we made a dedicated effort to incorporate pure mango extract into the stick, adding a natural, fragrant finish to refresh the mouth after alcohol.
Our hero ingredient remained Oriental Raisin Tree Extract (Hovenia dulcis), a traditional Korean remedy praised for its hangover-relief benefits. The mango not only elevated the taste, but also made each serving something you’d look forward to eating.
Refreshing flavors designed for any drinking culture, from soju to wine.
After countless taste tests, two flavors emerged as our signature pair: Mango and Matcha. The mango delivered that bright, tropical freshness, while matcha offered a smooth, grounding balance.
Every detail was intentional — from the silky texture that melts in your mouth to the nutrients designed to support energy and recovery. The combination of Hovenia dulcis and fruit juice gave our jelly sticks the ability to clear away the heaviness of alcohol and leave a pleasant, fragrant finish.
It was a product made to be convenient and enjoyable for any drinking culture — whether it’s a glass of wine at dinner, cocktails at a party, or beers with friends.
“Everyone deserves to start their day with more energy.”
This isn’t just a product — it’s a promise of better mornings and a happier, healthier lifestyle.
What we learned after losing our focus and facing a corporate trademark battle.
Even though our jelly sticks were originally created for hangover recovery, we decided to market them with a broader appeal: “Hydration & Vitality Jelly Sticks. Energize, refresh, and conquer your day.”
We targeted office workers and students looking for a morning energy boost. It made sense on paper — these were people who could benefit from a refreshing, healthy product. But in reality, this positioning stripped away the strongest part of our story: our roots in hangover recovery. Without that emotional connection, customers didn’t see why they needed our product.
And then came the biggest blow — a trademark dispute with a major corporation. Think about it: how could a small, newly launched startup possibly win a branding battle against a giant company with limitless resources? We felt cornered, almost ready to give up. The legal pressure, the uncertainty, the sense of being powerless — it was crushing.
But we fought through it. Against the odds, the matter was resolved in our favor. We walked away with our brand intact. The relief was overwhelming, like surviving a storm we thought would sink us. Maybe this is what it feels like to come back from the dead.
Back to the story we were meant to tell — and ready for the world.
The challenges forced us to stop and think. Why did we create this product in the first place? The answer was always there — the image of hardworking Koreans after a hoesik, drinking late into the night, then showing up the next morning determined to work. That resilience and pride in starting fresh was our original inspiration.
We also realized that what we had built could fit anywhere — from Korea’s soju nights to America’s wine bars, beer gardens, and cocktail lounges. The jelly stick wasn’t just about recovery; it was about celebrating life’s moments without sacrificing the next day.
So here we are, starting again. This time, with clarity. This time, with the story we were meant to tell from the beginning.
We’re here for fresher mornings — no matter how you spent the night before.
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