Seonjin Choi is the Founder and CEO of SURFF Company, a South Korean maritime freight-tech platform that digitizes the import-export shipping process by enabling real-time freight rate comparison and container booking.

Choi holds a Bachelor's degree from Korea Aerospace University and built over 7 years of deep expertise in logistics and supply chain management at Hyundai Glovis, where he specialized in procuring and exporting CKD auto parts to Hyundai and Kia global plants.

A Certified Professional Logistician, Certified Origin Specialist, and Data Processing Engineer, Choi identified that the maritime logistics market lagged far behind other industries in digital transformation, creating a significant opportunity.

Choi incubated SURFF as an in-house startup within Hyundai Motor Group's ZER01NE Company Builder program before spinning it off as an independent company, securing seed funding from investors including Korea Investment Accelerator, ZER01NE Fund, Hyundai Glovis, and KDB Startup.

SURFF has secured and matched over 100 container transport orders from more than 30 import-export companies, tripled its monthly active users since early 2024, and won first place at KDB 2022 Start Up and the Excellence Award at the 2023 Marine Startup Contest.