Swiss sportswear brand On has launched a fully automated shoe factory in South Korea, equipped with 32 robots. The facility, located near the city of Busan, utilizes patented LightSpray technology for spray-on shoe production. The investment addresses challenges in supply chains and aims to bring production closer to key markets such as the USA and Europe. The company announces plans to open similar plants in these regions within the coming years.

Automation in South Korea

The new factory near Busan uses 32 robots to spray so-called hyperfoam onto shoe components, increasing On's production capacity for this technology thirtyfold. The company's actions align with the global trend of nearshoring.

Response to Logistical Challenges

The investment is a reaction to rising tariffs, supply chain disruptions, and geopolitical risks. By producing closer to customers in Europe and North America, the company plans to shorten delivery times and increase resilience to shocks.

Cloudmonster 3 Shoe Launch

Alongside the factory opening, On presented the new 'LightSpray Cloudmonster 3 Hyper' model, which is an evolution of the first shoes with a sprayed toe. The shoe is made from bio-based foam and consists of only eight components, which is intended to lower its carbon footprint.

Strategic Expansion

After refining production processes in South Korea, On intends to launch similar robotized factories in Europe and the American continent. The goal is to create a global network of fast, local production.

Swiss footwear giant On Holding AG has made a strategic investment in South Korea, opening the world's first factory dedicated to spray-on shoe production using 32 robots. The plant located near Busan represents a milestone in redefining the global model for apparel and footwear production. [QUOTE_1] According to the company's statement, production capacity for LightSpray technology will increase thirtyfold compared to the four test robots previously operating at the headquarters in Zurich. The main driver of the investment is the desire to become independent from geopolitical and logistical risks that have shaken the global supply chain in recent years. Rising U.S. tariffs and dependence on factories in Southeast Asia and China have forced many brands to seek alternatives. The nearshoring strategy, i.e., moving production closer to the end customer, aims to ensure faster and more flexible deliveries. The new model involves creating regional production centers, such as this one in South Korea, which will serve the Asian market and serve as a blueprint for planned investments in Europe and the Americas. The choice of South Korea is not accidental – the country is renowned for advanced technology and expertise in robotics and industrial automation. Key to the project is LightSpray technology, which enables the creation of a uniform, seamless shoe sole using a spray-on method. The new flagship model, the LightSpray Cloudmonster 3 Hyper, is made from 40% bio-based foam and consists of just eight parts, which the company claims significantly reduces the carbon footprint compared to traditional sewing and gluing methods. 30-krotnie — increase in production capacity in LightSpray technology achieved through the new factory demonstrates the scale of the brand's ambition. This investment is part of a broader strategy that combines business and environmental goals. Through automation, On aims not only to speed up production and circumvent the problem of scarce, cheap labor but also to reduce material consumption, water usage, and CO2 emissions associated with transoceanic transport of finished products. Within the coming years, the opening of additional, similar plants in key sales regions is planned, ultimately building a global, distributed, and resilient production network.

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