Wise Planet Company shares rose 242.08% to 41,050 won by 9:38 a.m. on their first KOSDAQ trading day, after opening at 42,750 won and reaching an intraday high of 46,000 won. The stock’s 40,200-won low still represented a substantial gain from the 12,000-won IPO price. Only 14.42% of the company’s shares were immediately available for trading, tightening supply as strong IPO demand carried into the secondary market. Institutional bookbuilding produced 1,248 times demand, while retail subscriptions reached 1,477.65 times and drew deposits of approximately 3.5464 trillion won. Founded in 2013, Wise Planet develops consumer brands including Doctor Feel, Nuzam and Irenol. It reported 64.848 billion won in consolidated revenue, 6.337 billion won in operating profit and 9.375 billion won in net income last year. The company plans to use the 19.2 billion won IPO proceeds to develop products for the U.S. premium water-care market, expand direct-to-consumer sales through Amazon and its own mall, broaden its brands and pursue consumer-brand investments and acquisitions. Eligible shareholders can receive a 20% discount coupon for Doctor Feel and Nuzam online stores.