Artee Pedicab: Your Guide, Your Friend

With the wind in your hair and Seoul at your wheels, Artee Pedicab zips through the city—from bustling main roads to quiet alleys—offering travelers an authentic glimpse of the city’s soul. Each turn reveals a side of Seoul that cars can’t touch: intimate, charming, and full of surprises.

During my time in Seoul, I had the chance to interview Peter Kang Dong Woo, the driving force behind this unique experience. A former urban planner who became Artee Pedicab’s CEO three years ago, Peter stepped in right after Covid reshaped the world. As a former rider himself, Peter’s transition into leadership was natural yet challenging. “When Artee Pedicab started, it was more like a club. Friends or acquaintances would ride together, and money wasn’t the focus—it was about having fun,” Peter shares. “But as the business evolved, talent recruitment became necessary. When I took over, I realized we needed structure without losing what made it special.”

The shift was significant. “Back then, riders were motivated by joy and contributing to the community,” Peter explains. “They already had economic stability, so it wasn’t about income. Now, I had to see things from a company perspective: we can’t just maintain it like a club. We need to reinforce our financial system—look at how much profit we can generate and how we can stay structured even as we maintain the heart of what we do.” One of Peter’s major moves was embracing automation. “Many things that were manual and handwritten have now been automated,” he says. “Tasks once handled by a person are now done by programs."

"Artee Pedicab has managed to thrive, even as many of its counterparts—businesses that had been operating since 2014 or earlier—folded by 2019, unable to withstand financial pressures and changing times, leaving Artee Pedicab as the only remaining pedicab business in Korea. Peter reflects on the journey with candor: 'Artee started as a joy-filled community, and that spirit remains at its core. But now, we’re also a business. We had to find a way to balance joy and business sustainability—heart and structure."

“Pyeong Uh” Vibes: A Hierarchy-Free Zone

Artee Pedicab was founded on the philosophy of “Pyeong Uh,” a Korean term meaning “plain” or “equivalent.” But it’s more than just a word—it’s a mindset that defines the company’s culture. “We’re all about breaking down hierarchies and the system,” Peter explains. “We do this together as a team rather than through bureaucracy.”

Despite bringing new ideas and structural changes to the business, Peter remains committed to preserving the “Pyeong Uh” culture. “It’s something I’ll never change,” he says firmly. On the flip side, he contrasts this with “Gyeong Uh,” a more formal and delicate communication style often used in Korean workplaces. “With ‘Gyeong Uh,’ you need to speak sensitively and carefully, which can be emotionally draining,” Peter explains. “But with ‘Pyeong Uh,’ it’s straightforward—you just deliver the context. It’s simple, and it works.”

Sounds cool, right? But there’s a twist: all of Artee’s riders are freelancers. This creates unique challenges in leadership. “You can’t control them with authority or just tell them what to do,” Peter admits with a grin. “You have to move their hearts, which requires real leadership.” Peter recounts moments of isolation when managing the team during busy times. “When we have multiple tours happening, we need riders who are willing to go the extra mile. But unlike giving orders, this requires inspiring them to see the bigger picture,” he says. “There are times when the situation feels overwhelming, and I’m the only one who fully understands it. That’s when leadership feels the loneliest.”

Yet, Peter’s solution lies in striking a balance. “I wanted to keep the ‘Pyeong Uh’ vibe, but I also knew we needed some systems to scale and keep things running smoothly. It’s about balancing freedom and organization.”

Read More: From Urban Planner to Artee Pedicab: Seoul Pedicab Tours with the Pyeong Uh Spirit