On Tuesday, July 1st, at MIK Basecamp located in Seocho-gu, Seoul, HADA CEO Jongwoo Ha delivers a pitch during the 'Global Media Meetup' event with UberGizmo. │ Photo Credit – AVING News
HADA Co., Ltd. (CEO Ha Jongwoo) participated in the ‘Global Media Online Meetup’ event held on July 1st, organized jointly by the U.S. tech media UberGizmo and domestic companies and startups.
This ‘Global Media Meetup’ event, co-hosted by the global media AVING News and U.S. tech media UberGizmo, focuses on introducing products and technologies of domestic companies and startups to the global market. In particular, it aims to proactively promote information on CES 2026 Innovation Award applications and CES-participating startups through global media, expanding business opportunities.
Since beginning with the development of a garlic seeder in 2012, HADA has grown into a specialized agricultural machinery company mechanizing the entire process of field crop farming. Beyond simply supplying equipment, the company expanded its business model by providing solutions for each stage of agricultural work. Recently, through autonomous driving technology that integrates agricultural robots and smart control systems, HADA has established itself as a leader in the advanced agricultural machinery market. With in-house development and production capabilities for both hardware and software, the company continuously releases practical products reflecting field demands, accelerating its entry into the global agricultural machinery market through collaboration with prominent domestic and international research institutions.
Possessing specialized expertise in consistent mechanization equipment and agricultural robots for all stages of field crop cultivation, HADA has embraced AI and digital transformation (DX) to sustain growth. Through recent agricultural robot R&D and product launches, the company is leading the advancement of the existing agricultural equipment market. Recently, HADA developed unmanned agricultural transport robots, greenhouse spraying robots, and orchard spraying robots, initiating commercialization of various agricultural robots domestically while planning rapid overseas expansion.
Leveraging accumulated technology in field crop machinery, HADA has successfully expanded its business into AI-based agricultural robots, achieving notable results both domestically and internationally.
In the domestic market, HADA launched its flagship unmanned orchard spraying robot, 'Purida P1', in 2024. Recognized by overseas research institutions as the only domestic company to commercialize orchard spraying robots, HADA has objectively proven the excellence of its technology.
On Tuesday, July 1st, at MIK Basecamp in Seocho-gu, Seoul, HADA CEO Ha Jongwoo delivered a pitch during the ‘Global Media Meetup’ event hosted by UberGizmo. │Photo credit – AVING News
The greenhouse spraying robot and follower transport robot developed through the Smart Farm R&D project have moved beyond the research stage into practical application. Since 2025, these robots have been distributed to actual farms through the government’s ‘New Technology Dissemination Project,’ marking a successful application of research outcomes in the field.
Notably, HADA announced that it has been selected for the domestic testbed project and plans to test a significantly larger number of unmanned orchard spraying robots on real farms starting in the second half of 2025, surpassing competitors. This provides an opportunity to extensively validate product performance and further strengthen market competitiveness.
Furthermore, HADA has signed a Memorandum of Understanding (MOU) with French agricultural technology company MYDITEK, laying the groundwork for entry into the European market. This signifies recognition of their technology in the advanced European agricultural market as well as a strategic partnership for global market expansion.
In the area of international technical cooperation, HADA has actively pursued overseas technology exchanges, including a 2024 technical alliance with Japan’s nozzle specialist company Arimitsu. Through such international collaborations, they have improved core component technologies and enhanced product quality.
Based on these domestic and international achievements, HADA is continuously working to establish itself as a leading ‘K-AgriTech’ company in the global market. Leveraging proven technology and overseas partnerships, they plan to further enhance their competitiveness in the global agricultural robot market.
Additionally, HADA plans to compete for the CES 2026 Innovation Award with the ‘Purida P2,’ scheduled for release in the first half of next year. The ‘Purida P2’ is an unmanned orchard spraying robot that fully automates orchard spraying work using AI-based autonomous driving technology. It is designed to address chronic agricultural challenges such as labor shortages, pesticide exposure risks, and environmental pollution through advanced technology.
The robot incorporates a ‘terrain-learning AI autonomous driving’ algorithm that fuses real-time data from GPS, LiDAR, and AI vision sensors. This enables precise 3D recognition of complex orchard terrains and crop layouts, obstacle avoidance, and optimal route navigation. After completing work, the robot automatically returns to the starting point, enabling fully unmanned operation.
Representative image of the unmanned orchard spraying robot 'Purida P2' equipped with AI-based autonomous driving technology │ Courtesy of HADA
The ultra-precise smart spraying technology is another notable feature. Equipped with electrostatic nozzle technology that uses electrostatic charges to strongly and evenly attach pesticide particles to the undersides of crop leaves, it reduces pesticide usage by 30–40%. Additionally, the multi-blower system, featuring independent blowers on each nozzle, individually controls spraying intensity and direction according to the structure of various crops such as apples, pears, and grapes, enhancing spraying effectiveness. This core ‘chemical spraying unit’ technology is protected by a domestic patent (Patent-2023-0142644) and multiple design rights, demonstrating its originality.
Moreover, the 100% electric drive system with zero carbon emissions and a lightweight design that is 49.5% lighter than previous models improve energy efficiency. The high-capacity lithium-ion battery supports over five hours of continuous operation—more than six times longer than drones—allowing uninterrupted spraying even on large farms. The cloud-based remote monitoring platform also enables users to control the robot and manage operational data anytime, anywhere, improving both agricultural productivity and sustainability.
From a design perspective, Purida P2 embodies a ‘functional minimalism’ philosophy. It emphasizes practical simplicity optimized for agricultural environments by excluding unnecessary decorations and focusing on clean linear aesthetics. The low center of gravity design visually conveys driving stability on uneven terrain, and the modular design ensures expandability with various equipment.
Particularly, the streamlined housing integrating electrostatic nozzles and multi-blowers maximizes aerodynamic efficiency, enhancing spraying performance. Various sensors for autonomous driving are precisely arranged to deliver optimal performance while being protected from external impacts.
User experience (UX/UI) has also been enhanced. The intuitive 7-inch touchscreen and a remote control app interface linked with smartphones are designed for digital accessibility, allowing anyone to easily control the robot and monitor work status.
Equipped with such advanced technologies, Purida P2 contributes to solving various global challenges facing humanity. First, from a food security perspective, it supports stable food production by minimizing crop loss from pests and diseases through precision spraying. Complete automation of spraying protects farmers from direct pesticide exposure and liberates them from physical labor, realizing health security.
Furthermore, by reducing pesticide usage, it prevents soil and water pollution and contributes to environmental protection in agriculture with its zero-emission electric power system, addressing environmental security. Finally, it helps solve chronic labor shortages in rural areas, reduces operational costs such as pesticides and labor, supports economic self-reliance for farmers, and enhances the sustainability of rural communities, highlighting economic and community security aspects.
Image of the unmanned orchard spraying robot 'Purida P2' equipped with AI-based autonomous driving technology │ Courtesy of HADA
At the meetup, HADA announced its target markets, aiming for expansion into North America centered on the United States, the European Union focused on France and Germany, and the Asian market including Japan. As part of this strategy, the company plans to participate in global exhibitions such as CES to secure local demonstration test partners and buyers, thereby expanding its distribution network. To facilitate this, HADA intends to obtain European CE certification and US FCC certification to meet technical standards and establish a foothold for market entry.
Furthermore, HADA emphasized its identity as a “research-based company” and outlined a long-term roadmap to transform the future of agriculture. Under CEO Ha Jongwoo’s vision, the company is committed not only to advancing robot technology but also to expanding into eco-friendly agricultural machinery platforms to build a sustainable agricultural ecosystem.
Initially, HADA plans to systematically expand its product portfolio with the goal of full automation in agricultural fields. While enhancing its core technologies in greenhouse and orchard spraying robots, the company aims to develop versatile spraying robots for open-field use such as paddy fields and dry land. Expansion into the tractor sector, a fundamental part of agricultural machinery, is also underway.
Additionally, HADA continues research on the development of “thinning and harvesting robots,” a key ultimate goal of agricultural automation. This area, which combines image analysis technology and robotic gripper arms, is targeted for full automation of harvesting operations through an additional 3 to 5 years of intensive research, reflecting a long-term vision.
At the ‘Global Media Meetup’ event held on Tuesday, July 1st, at MIK Basecamp in Seocho-gu, Seoul, HADA CEO Ha Jongwoo (left) and Ubergizmo CTO Hubert Nguyen conducted a Q&A session. │Photo by AVING News
Furthermore, HADA emphasized “safety” as the most important value in the development of all its robots and machinery. Considering that these robots operate in environments without people, the company expressed its commitment to continuously invest in safety technology research to prevent any loss of life or property damage caused by malfunctions.
Lastly, CEO Ha Jongwoo shared the company’s long-term vision for HADA and its products. He stated, “We expect the agricultural robot division to surpass the break-even point within about five years and become the company’s core growth engine. Through this, we will recruit better talent and expand the scale of our research facilities and factories.”
He added, “HADA’s ultimate goal is not just to sell robots but to help farmers ‘enjoy happier farming’ with our products. Our core value is to reduce the hard labor of agriculture through technology and enable farmers to work with pride in better environments. Based on this philosophy, our final goal is to grow into a globally recognized agricultural robot specialist company within the next 10 to 20 years.”
Meanwhile, Ubergizmo, founded in 2005, operates the Silicon Valley Post and publishes in six languages across 200 countries worldwide. It focuses on electronics and technology fields and covers major international exhibitions such as CES, IFA, and MWC. This event was attended by Hubert Nguyen, co-founder and CTO of Ubergizmo. Nguyen has worked as an NVIDIA programming engineer, managed developer education programs, and worked as a 3D graphics programmer. He participates in CES every year, reporting on products and technologies from companies worldwide.
(From left) Hubert Nguyen, CTO of Ubergizmo, and Ha Jongwoo, CEO of HADA, pose for a commemorative photo. │Photo by AVING News
Source: AVING (https://kr.aving.net)
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On Tuesday, July 1st, at MIK Basecamp located in Seocho-gu, Seoul, HADA CEO Jongwoo Ha delivers a pitch during the 'Global Media Meetup' event with UberGizmo. │ Photo Credit – AVING News
HADA Co., Ltd. (CEO Ha Jongwoo) participated in the ‘Global Media Online Meetup’ event held on July 1st, organized jointly by the U.S. tech media UberGizmo and domestic companies and startups.
This ‘Global Media Meetup’ event, co-hosted by the global media AVING News and U.S. tech media UberGizmo, focuses on introducing products and technologies of domestic companies and startups to the global market. In particular, it aims to proactively promote information on CES 2026 Innovation Award applications and CES-participating startups through global media, expanding business opportunities.
Since beginning with the development of a garlic seeder in 2012, HADA has grown into a specialized agricultural machinery company mechanizing the entire process of field crop farming. Beyond simply supplying equipment, the company expanded its business model by providing solutions for each stage of agricultural work. Recently, through autonomous driving technology that integrates agricultural robots and smart control systems, HADA has established itself as a leader in the advanced agricultural machinery market. With in-house development and production capabilities for both hardware and software, the company continuously releases practical products reflecting field demands, accelerating its entry into the global agricultural machinery market through collaboration with prominent domestic and international research institutions.
Possessing specialized expertise in consistent mechanization equipment and agricultural robots for all stages of field crop cultivation, HADA has embraced AI and digital transformation (DX) to sustain growth. Through recent agricultural robot R&D and product launches, the company is leading the advancement of the existing agricultural equipment market. Recently, HADA developed unmanned agricultural transport robots, greenhouse spraying robots, and orchard spraying robots, initiating commercialization of various agricultural robots domestically while planning rapid overseas expansion.
Leveraging accumulated technology in field crop machinery, HADA has successfully expanded its business into AI-based agricultural robots, achieving notable results both domestically and internationally.
In the domestic market, HADA launched its flagship unmanned orchard spraying robot, 'Purida P1', in 2024. Recognized by overseas research institutions as the only domestic company to commercialize orchard spraying robots, HADA has objectively proven the excellence of its technology.
The greenhouse spraying robot and follower transport robot developed through the Smart Farm R&D project have moved beyond the research stage into practical application. Since 2025, these robots have been distributed to actual farms through the government’s ‘New Technology Dissemination Project,’ marking a successful application of research outcomes in the field.
Notably, HADA announced that it has been selected for the domestic testbed project and plans to test a significantly larger number of unmanned orchard spraying robots on real farms starting in the second half of 2025, surpassing competitors. This provides an opportunity to extensively validate product performance and further strengthen market competitiveness.
Furthermore, HADA has signed a Memorandum of Understanding (MOU) with French agricultural technology company MYDITEK, laying the groundwork for entry into the European market. This signifies recognition of their technology in the advanced European agricultural market as well as a strategic partnership for global market expansion.
In the area of international technical cooperation, HADA has actively pursued overseas technology exchanges, including a 2024 technical alliance with Japan’s nozzle specialist company Arimitsu. Through such international collaborations, they have improved core component technologies and enhanced product quality.
Based on these domestic and international achievements, HADA is continuously working to establish itself as a leading ‘K-AgriTech’ company in the global market. Leveraging proven technology and overseas partnerships, they plan to further enhance their competitiveness in the global agricultural robot market.
Additionally, HADA plans to compete for the CES 2026 Innovation Award with the ‘Purida P2,’ scheduled for release in the first half of next year. The ‘Purida P2’ is an unmanned orchard spraying robot that fully automates orchard spraying work using AI-based autonomous driving technology. It is designed to address chronic agricultural challenges such as labor shortages, pesticide exposure risks, and environmental pollution through advanced technology.
The robot incorporates a ‘terrain-learning AI autonomous driving’ algorithm that fuses real-time data from GPS, LiDAR, and AI vision sensors. This enables precise 3D recognition of complex orchard terrains and crop layouts, obstacle avoidance, and optimal route navigation. After completing work, the robot automatically returns to the starting point, enabling fully unmanned operation.
The ultra-precise smart spraying technology is another notable feature. Equipped with electrostatic nozzle technology that uses electrostatic charges to strongly and evenly attach pesticide particles to the undersides of crop leaves, it reduces pesticide usage by 30–40%. Additionally, the multi-blower system, featuring independent blowers on each nozzle, individually controls spraying intensity and direction according to the structure of various crops such as apples, pears, and grapes, enhancing spraying effectiveness. This core ‘chemical spraying unit’ technology is protected by a domestic patent (Patent-2023-0142644) and multiple design rights, demonstrating its originality.
Moreover, the 100% electric drive system with zero carbon emissions and a lightweight design that is 49.5% lighter than previous models improve energy efficiency. The high-capacity lithium-ion battery supports over five hours of continuous operation—more than six times longer than drones—allowing uninterrupted spraying even on large farms. The cloud-based remote monitoring platform also enables users to control the robot and manage operational data anytime, anywhere, improving both agricultural productivity and sustainability.
From a design perspective, Purida P2 embodies a ‘functional minimalism’ philosophy. It emphasizes practical simplicity optimized for agricultural environments by excluding unnecessary decorations and focusing on clean linear aesthetics. The low center of gravity design visually conveys driving stability on uneven terrain, and the modular design ensures expandability with various equipment.
Particularly, the streamlined housing integrating electrostatic nozzles and multi-blowers maximizes aerodynamic efficiency, enhancing spraying performance. Various sensors for autonomous driving are precisely arranged to deliver optimal performance while being protected from external impacts.
User experience (UX/UI) has also been enhanced. The intuitive 7-inch touchscreen and a remote control app interface linked with smartphones are designed for digital accessibility, allowing anyone to easily control the robot and monitor work status.
Equipped with such advanced technologies, Purida P2 contributes to solving various global challenges facing humanity. First, from a food security perspective, it supports stable food production by minimizing crop loss from pests and diseases through precision spraying. Complete automation of spraying protects farmers from direct pesticide exposure and liberates them from physical labor, realizing health security.
Furthermore, by reducing pesticide usage, it prevents soil and water pollution and contributes to environmental protection in agriculture with its zero-emission electric power system, addressing environmental security. Finally, it helps solve chronic labor shortages in rural areas, reduces operational costs such as pesticides and labor, supports economic self-reliance for farmers, and enhances the sustainability of rural communities, highlighting economic and community security aspects.
At the meetup, HADA announced its target markets, aiming for expansion into North America centered on the United States, the European Union focused on France and Germany, and the Asian market including Japan. As part of this strategy, the company plans to participate in global exhibitions such as CES to secure local demonstration test partners and buyers, thereby expanding its distribution network. To facilitate this, HADA intends to obtain European CE certification and US FCC certification to meet technical standards and establish a foothold for market entry.
Furthermore, HADA emphasized its identity as a “research-based company” and outlined a long-term roadmap to transform the future of agriculture. Under CEO Ha Jongwoo’s vision, the company is committed not only to advancing robot technology but also to expanding into eco-friendly agricultural machinery platforms to build a sustainable agricultural ecosystem.
Initially, HADA plans to systematically expand its product portfolio with the goal of full automation in agricultural fields. While enhancing its core technologies in greenhouse and orchard spraying robots, the company aims to develop versatile spraying robots for open-field use such as paddy fields and dry land. Expansion into the tractor sector, a fundamental part of agricultural machinery, is also underway.
Additionally, HADA continues research on the development of “thinning and harvesting robots,” a key ultimate goal of agricultural automation. This area, which combines image analysis technology and robotic gripper arms, is targeted for full automation of harvesting operations through an additional 3 to 5 years of intensive research, reflecting a long-term vision.
At the ‘Global Media Meetup’ event held on Tuesday, July 1st, at MIK Basecamp in Seocho-gu, Seoul, HADA CEO Ha Jongwoo (left) and Ubergizmo CTO Hubert Nguyen conducted a Q&A session. │Photo by AVING News
Furthermore, HADA emphasized “safety” as the most important value in the development of all its robots and machinery. Considering that these robots operate in environments without people, the company expressed its commitment to continuously invest in safety technology research to prevent any loss of life or property damage caused by malfunctions.
Lastly, CEO Ha Jongwoo shared the company’s long-term vision for HADA and its products. He stated, “We expect the agricultural robot division to surpass the break-even point within about five years and become the company’s core growth engine. Through this, we will recruit better talent and expand the scale of our research facilities and factories.”
He added, “HADA’s ultimate goal is not just to sell robots but to help farmers ‘enjoy happier farming’ with our products. Our core value is to reduce the hard labor of agriculture through technology and enable farmers to work with pride in better environments. Based on this philosophy, our final goal is to grow into a globally recognized agricultural robot specialist company within the next 10 to 20 years.”
Meanwhile, Ubergizmo, founded in 2005, operates the Silicon Valley Post and publishes in six languages across 200 countries worldwide. It focuses on electronics and technology fields and covers major international exhibitions such as CES, IFA, and MWC. This event was attended by Hubert Nguyen, co-founder and CTO of Ubergizmo. Nguyen has worked as an NVIDIA programming engineer, managed developer education programs, and worked as a 3D graphics programmer. He participates in CES every year, reporting on products and technologies from companies worldwide.
Source: AVING (https://kr.aving.net)
View the original article