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.”
Hustle, Heart, and the Ride of Their Lives
Peter’s approach is simple yet ingenious: he’s created a system that rewards effort and passion while allowing riders to thrive on their own terms. Whether clocking extra rides, taking on special gigs, or simply spreading good vibes through the streets of Seoul, the riders shape their own journeys. “When we allocate tours to riders, I prioritize the riders based on their past contributions,” Peter shares. “It’s a bit of a carrot-and-stick approach—gamifying the opportunity to work and contribute.”
Leveraging the gig economy, Artee Pedicab attracts a diverse mix of freelancers. The majority are in their 30s, followed by those in their 20s, with about 20% being female riders. When asked about the requirements to join, Peter highlights culture fit as the top priority. “The foremost requirement is whether the talent can melt into our ‘Pyeong Uh’ culture,” he explains. “This level of flexibility—choosing your own hours and working arrangements—isn’t common in Korean society. Many think riding a pedicab is easy, but adapting to our unique culture is the real challenge.”
And yes, while it might seem impossible to fall from a three-wheeled pedicab, Peter chuckles as he reveals, “You absolutely can fall.” It’s the next requirement for being a pedicab rider—something that seems easy on the surface.
Dealing with the Challenges of Hardware and Maintenance
Running a pedicab business isn’t all smooth riding—especially when it comes to maintaining the vehicles. “Since we drive every day, we deal with the typical challenges of a hardware-based business,” Peter explains. “Things like worn-out tires, broken chains, and other mechanical issues are part of the territory.” The pedicabs, which were originally made in America and now motored by local Korean engines, present a unique set of challenges.
“In the beginning, we had to send the pedicabs back to the U.S. for repairs,” Peter recalls. “Now, we’ve shifted to making the systems more domestic. We replace many of the parts with locally sourced, easily replaceable, and affordable alternatives. We’ve worked hard to find the most cost-effective suppliers with durable parts, and now we have a list of the best options for the pedicabs,” Peter adds.
Connecting Past, Present, and Accessibility
“One of the most interesting stories I can think of is when a customer wanted to find the house she used to live in,” Peter shares. “She was looking for it, and one of our riders took her on a tour to find it. They rode around together, and eventually, they found it. The customer was so surprised by how much it had changed—it was a really emotional experience for her.”
The incident highlights the special role of the pedicab in accessing areas cars can’t easily navigate. “The pedicab works so well in narrow streets where cars have trouble, and a bike might be too fast. It’s just the right speed for exploring,” Peter explains.
Another story that stands out is when a grandmother who had difficulty walking used the pedicab for the first time. “Her daughter was really sad that her mother couldn’t walk easily, despite visiting Korea multiple times. When they saw the pedicab, they knew it was the right solution. The grandmother had never seen some of the places they visited, even after five trips to Korea,” Peter says. “The pedicab allows people who have difficulty walking to see things they normally wouldn’t be able to. It’s an accessible and comfortable way to explore, and it’s especially helpful for elderly people or those with disabilities.”
These stories showcase how the pedicab bridges the gap between the past and the present and offers a solution to making exploration more inclusive. It’s not just a ride—it’s a way to bring people closer to the heart of a city and make it accessible to those who need it most.
Building the Foundation for the Future: Artee Pedicab’s Vision for Expansion
With 70% of Artee Pedicab’s bookings coming from locals discovering them through NAVER Map, Peter’s vision for the company extends far beyond the bustling streets of Seoul. “What I’ve been focusing on for the past 2-3 years is building a firm foundation,” he shares. “Now, we’re ready to expand.” After three years at the helm, Peter has set his sights on even bigger goals for Artee.
“We’re in the process of transforming into a tour company, not just a pedicab business,” Peter reveals. “As a team, we plan to expand our services into what we call the outbound business, which means moving beyond the Old City of Seoul. Our inbound business will remain focused on the Old City, while we explore new opportunities outside of it.” This reflects Artee’s goal of offering tours both within the historic heart of Seoul and in new areas across the city.
In addition to growing the pedicab tour business, Peter envisions Artee’s potential to help businesses by making their events more dynamic with pedicabs. “We also offer advertising opportunities through the slow-paced nature of pedicab transport,” he adds, highlighting a new revenue stream.
Peter’s vision is clear: Artee Pedicab is destined to become more than just a mode of transportation. It’s about providing a deeper, more immersive experience—one that captures the essence of Seoul while celebrating the uniqueness of the people behind the business.
The Road Ahead: A Thrilling New Chapter
Reflecting on his journey, Peter shares how his background as an urban planner has shaped Artee Pedicab: “I’ve always loved the city and wanted to understand it deeply—its history, its structure,” he explains. “As an urban planner, I found joy in crafting plans for a city, but what I truly loved was explaining it to others, almost like curating it in a museum. That’s when I realized I wanted to share the city’s stories through a different lens.”
Peter sees a direct link between urban planning and running a pedicab business: “Urban planning in Korea often involves navigating obstacles—mountains and rivers that shape the city’s landscape. It’s about finding the best route around challenges. The same applies to the pedicab business, where unexpected obstacles always arise. But I love the process of adapting and planning to overcome them.”
This passion for urban history and creative problem-solving continues to drive his leadership at Artee Pedicab. As CEO, Peter blends his love for Seoul’s stories with the complexities of business, shaping the company’s future with purpose and heart.
Looking ahead, Peter envisions Artee Pedicab as more than just transportation—it’s a dynamic force in the world of travel. His vision combines the thrill of discovery with the freedom to explore while staying true to Artee’s core values. Built on the “Pyeong Uh” culture of simplicity and inclusivity, Artee aims to expand its heartfelt, personal approach to every ride.
So, if you find yourself in Seoul, don’t just pass by Artee Pedicab—hop on and take a ride! You won’t just see the city; you’ll feel its heartbeat, cruising through its secrets and surprises. Where else can you learn history, dodge traffic, and feel the wind in your hair—all at a leisurely pace?
