But this brand transformation was not driven solely by market demands. The name "asolden" comes from combining "as" – meaning mode of being – with "holden," the English name of labor attorney Daegi Hong.

"As I approached middle age, I was suddenly struck by questions about my own existence that I had always taken for granted. My life, my name, my nationality, my appearance – all of it simply given to me without any special cosmic mission or inevitable reason (phenomenological thrownness) – began to feel strange and unfamiliar. The fact that I exist, that you exist, that we are all here, struck me as extraordinarily peculiar and fascinating.​ With the realization that time is finite, I looked back on life and realized that life itself is not particularly grand or extraordinary. These day-to-day moments we experience – that's what life actually is. This reflection naturally led to a new perspective on the work we do, the people we meet, and the problems we strive to solve."