Cats having a jolly good time with a can of tuna. PHOTO: UNSPLASH
Amid AI and tech startups, Eastseabrother proved the power of demand and trust.
Updated
December 31, 2025 2:18 PM
Cats having a jolly good time with a can of tuna. PHOTO: UNSPLASH
At a Silicon Valley pitch event crowded with AI, SaaS and deep-tech startups, the company that stood out was not selling software or algorithms. It was selling pet treats.
Eastseabrother, a premium pet food brand from South Korea, ranked first at a Plug and Play–hosted investor pitch competition in Sunnyvale. The product itself is simple: single-ingredient pet treats made from wild-caught seafood sourced from Korea’s East Sea. The company follows a principle it calls “Only What the Sea Allows”, working directly with regional fishermen while avoiding overfishing. With no additives and minimal processing, what sets Eastseabrother apart is not novelty, but control—over sourcing, supply chains and consistency.
That clarity helped the company walk away with both Best Product and Best Potential. “Investors asked detailed questions about repeat purchase rates and customer feedback, not just our technology or supply chain”, said Eunyul Kim, CEO of Eastseabrother. “That told us the market is shifting—real consumer trust now carries as much weight as a compelling tech narrative”.
What truly caught investors’ attention was not an ambitious vision of the future, but concrete evidence of traction today. Eastseabrother has already secured shelf space in specialty pet stores across California, New York and North Carolina, including an exclusive partnership with EarthWise Pet, a national specialty retail chain. At a consumer showcase at San Francisco’s Ferry Building, the brand recorded the highest on-site sales among all participating companies.
At its core, the pitch was built on simplicity: one ingredient, clear sourcing and a defined customer need. In a market saturated with complex products and abstract claims, that focus and transparency stood out.
The judges’ decision also reflects a broader shift in venture capital thinking. Not every successful startup is built on complex software or high-tech innovation. In categories like pet care—where trust, quality and transparency shape buying behavior—execution and credibility can matter more than technical sophistication.
Today, Eastseabrother has extended its reach beyond the U.S., expanding into Singapore and Hong Kong, with additional plans to grow further in North America as demand for premium pet food rises. And the broader takeaway from this pitch is not that consumer brands are overtaking tech startups. It is that investors are increasingly focused on fundamentals: who is buying, why they are returning and whether the business can sustain itself beyond the pitch deck.
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The collaboration between Oversonic Robotics and STMicroelectronics highlights how robotics is beginning to fill gaps traditional automation cannot.
Updated
December 31, 2025 2:10 PM
3D render of humanoid robots working in a factory assembly line. PHOTO: ADOBE STOCK
Oversonic Robotics, an Italian company known for building cognitive humanoid robots, has signed an agreement with STMicroelectronics, one of the world’s largest semiconductor manufacturers, to deploy humanoid robots inside semiconductor plants.
According to the companies, this is the first time cognitive humanoid robots will be used operationally inside semiconductor manufacturing facilities. And the first deployment has already taken place at ST’s advanced packaging and test plant in Malta.
At the center of the collaboration is RoBee, Oversonic’s humanoid robot. RoBee is designed to carry out support tasks within industrial environments, particularly where flexibility and interaction with human workers are required. In ST’s factories, the robots will assist with complex manufacturing and logistics flows linked to new semiconductor products. They are intended to work alongside existing automation systems, not replace them.
RoBee is notable for its ability to operate in environments shared with people. It is currently the only humanoid robot certified for use in both industrial and healthcare settings and is already in operation within several Italian companies. The robot is also being used in experimental hospital programs. That background helped position RoBee for deployment in tightly controlled manufacturing environments such as semiconductor plants.
Fabio Puglia, President of Oversonic Robotics, described the agreement as a milestone for deploying humanoid robots in complex industrial settings: “The partnership with STMicroelectronics is a great source of pride for us because it embodies the vision of cognitive robotics that Oversonic has brought to the industrial and healthcare markets. Being the first to introduce cognitive humanoid robots in a sophisticated production context such as semiconductors means measuring ourselves against the highest standards in terms of reliability, safety and operational continuity. This agreement represents a fundamental milestone for Oversonic and, more generally, for the industrial challenges these new machines are called to face in innovative and highly complex environments, alongside people and supporting their quality of work”.
From STMicroelectronics’ side, the use of humanoid robots is framed as part of a broader effort to manage growing manufacturing complexity. he company said RoBee will support complex tasks and help manage the intricate production flows required by newer semiconductor products. It is also expected to contribute to improved product quality and shorter manufacturing cycle times. The robots are designed to integrate with existing automation and software systems, helping improve safety and operational continuity.
In semiconductor manufacturing, precision and reliability leave little room for experimentation. Therefore, introducing humanoid robots into this environment signals a practical shift. It shows how robotics is starting to fill gaps that traditional automation has struggled to address.