Fifteen years of continuous refinement, with warmth delivered through protection. This interview with KELOKE Founder Jason traces the brand’s journey from its debut phone case to the SHOCK Series, uncovering the product mission behind “Protect devices, warm everyday life.”
Interviewer: Thank you so much for taking time for our interview today, Jason. Let’s travel back to 2011, the very start of KELOKE. What heartfelt inspiration pushed you to craft your first‑ever phone case and embark on this brand journey?
Jason: It all began with small, tender moments in everyday life. Back then, I watched people’s hearts sink the second their handheld device slipped from their grasp. A single fall could crack the screen, bringing sudden disappointment. Device protection was always an afterthought — something people rushed to buy only after damage happened. I kept thinking: why wait for regret to arrive? What if we build protection ahead of time, so people can live freely without constant worry? That gentle wish drove me to create our first‑generation phone case in 2011. To me, I was never just manufacturing hardware; I hoped to wrap people’s daily moments with a quiet sense of safety.
Interviewer: Plenty of brands focus heavily on lab‑based research alone. Yet KELOKE centers so much of its work around hearing from real users. How did listening to users grow into such a core part of your brand culture?
Jason: Listening closely to every user’s voice is never just a marketing phrase for our team — it is heartfelt daily work we must live out consistently. Every week, we hold regular review meetings where our whole team compiles all genuine feedback: the little frustrations, honest complaints, heartfelt hopes and unmet needs shared by users across the whole industry. We carefully sort through what troubles them most, the problems they wish someone would notice and solve. We never chase flashy features just for show. Our priority is always addressing what users truly long for. Lab data shows us what we can build, but users tell us what we should build. That human warmth can never be found inside a test lab alone.
Interviewer: This user‑first mindset guided your brand from early phone cases into tablet protection, all the way to the newly‑upgraded 2025 SHOCK Series. Could you walk us through this meaningful journey of growth?
Jason: After we opened our dedicated Protective Case R&D Center back in 2012, we kept refining materials and structures day in and day out. In 2013, we stepped into the tablet protection category. As our products slowly reached families, creators, office workers and young learners across 146 countries and regions, we received countless warm stories from global users. The iconic rotatable tablet case launched in 2018 grew straight from these stories. We sent our engineers out of the lab, to watch how families and children actually use tablets at home.
I’ve always believed this: Let them truly be kids. We guard the rest. When children play and learn with their tablets, they should just focus on being little ones, exploring freely. All the fear of drops and scratches — that burden can rest on us.
Fifteen years of accumulation, testing and gentle iteration bring us the newly upgraded 2025 SHOCK Series. The SHOCK-S is crafted for creator communities and mobile professionals, fitted with adjustable soft silicone hand straps, a 360° rotating stand and exclusive 3-layer drop resistance. The SHOCK-G is thoughtfully designed for families and children. It adopts child-safe materials, easy-grip rotating handles, and heavy-duty anti-shock protection tailored for little hands. Every tiny refinement originates from user feedback we continuously collect week after week.
Interviewer: Your brand ethos is “Protect, warm your world”. What does this heartfelt slogan personally mean to you?
Jason: To me, protection is far more than just cushioning a falling device. It means warmly guarding every step users take as they move forward through life. It means letting artists create without hesitation, letting professionals work without anxiety, and most of all, letting children simply enjoy childhood fully, without parents holding their breath in fear of accidents. We want our protective cases to stand quietly beside every user, so they can step forward boldly and enjoy a peaceful, comfortable quality of life. We wrap tough, reliable protection with soft human warmth — that is the soul behind our brand promise.
Interviewer: As KELOKE continues to grow around the globe, what core value will you always hold close for the future?
Jason: Growth in scale will never outweigh care for quality, no matter how many users we serve worldwide. We will keep leaning in to hear every user’s voice week after week. We will keep refining our materials, structures and craftsmanship, and root every new innovation in real human lives and genuine needs. From that hand‑built first phone‑case prototype back in 2011 to today’s SHOCK Series, our mission never shifts: We protect your devices, so we may warm your world.
