13,000 won for a single hair roller? Debate over price of Koo Hye-sun’s patented product

[The Financial News] A hair roller product that actress Koo Hye-sun helped develop has just been released, sparking heated debate online over whether the price is reasonable.
Recently, Koo Hye-sun shared the sales page for the hair roller she helped develop on her social media. The product is priced at 13,000 won for a single roller and 25,000 won for a set of two.
Right after the product was unveiled, opinions on the price were sharply divided online. Ordinary hair rollers on the market typically sell for a few hundred won to around 1,000 won, so some users reacted that "paying over 10,000 won for just one hair roller feels burdensome" and that "the price is similar to that of rechargeable hair rollers," arguing it is excessively expensive.
Others, however, argued that the price is understandable given the development process and technology involved. They noted that Koo Hye-sun personally took part in every stage, including planning, design, naming, and branding, which they say sets it apart from a simple beauty accessory.
The product was reportedly developed by Koo Hye-sun together with researchers after she was admitted to the KAIST Graduate School of Science Journalism for a master’s program in engineering. The idea originated from seeing students wearing hair rollers in their hair.
Koo Hye-sun previously appeared on Munhwa Broadcasting Corporation (MBC)’s talk show "Radio Star," where she shared the story behind the development. She explained, "I graduated from Sungkyunkwan University after 13 years, and one of the graduation requirements was to file a patent," adding, "I got the idea from the hair rollers students were wearing and applied for a patent."
The product, named "KOOROll," features a modified structure based on the conventional round hair roller. It is made from a high-performance polymer composite that combines a wave-shaped mold structure with silicone laminating, allowing it to be laid flat and then rolled back up. The size can be adjusted, which improves portability.
It also offers a "self-restoring" function that allows it to snap back to its original shape with a light flick, without any separate heat or electrical device. In recognition of its technology, the product was selected for the Korea Excellent Patent Award.


hsg@fnnews.com Han Seung-gon Reporter