Good habits, no bargaining. JUMA comes from the Korean ajumma archetype: the auntie who is loud, practical, caring, stubborn, and somehow convinced she is always right. Her harsh red cheeks come from a ruthless Korean bathhouse scrub, not some gentle spa day. And like any serious ajumma, she comes with a cart. Nobody knows what is inside, but it probably fixes the problem.

Not a soft wellness mascot. JUMA is the one who sees you skipping breakfast, doomscrolling, avoiding basic tasks, and immediately steps in. Brush your teeth. Eat something. Drink water. Finish the thing. Go outside.

JUMA lives as both a digital and physical mascot. She can nudge you from an app, sit on your desk as a habit object, show up in your bathroom, or take over a billboard.

Always on watch. Different outfits, different moods, same JUMA.

JUMA is a habit-tracking app that blocks your screen when you start drifting off. Open the wrong app at the wrong time and there she is, judging you back into the task.

JUMA released a toothbrush holder shaped like her favorite cart, because even brushing your teeth apparently needed supervision.

The launch was presented the only reasonable way: packaged up and displayed on a giant 3D billboard.

A physical reward board for 20 days of any habit. Pick the challenge, finish the day, place a JUMA face, keep going.

JUMA opened a popup store for her signature puffers. Part merch, part shrine, part very serious auntie business.

JUMA stays calm while the cart does what the cart does.