Interview with Morris Choi of Cotton Audio
Cotton Audio has become a strong voice in Korea’s high-end audio scene, and it’s easy to see why. Their listening spaces — calm, beautifully arranged rooms featuring Mingus and Coltrane systems alongside a thoughtful mix of electronics — say a lot about their approach. Everything is considered, everything has purpose, and everything comes back to listening.
That atmosphere carries into the way founder Morris Choi and his team talk about their work: steady, curious and genuinely connected to the experience of sound. Their perspective offers a clear window into the Korean market and why Marten resonates so strongly there.
“Marten’s design language, especially, resonates deeply with Korean listeners—it feels refined, modern, and timeless.”
Interview with Morris Choi
About your business
Q. Can you tell us a little about the history of your company?
A. Cotton Audio was founded in 2023, but the story really begins much earlier. Our team is made up of people who have spent more than 20 years in audio—people who simply love music and sound.
Because of this background, our growth has been very organic. We’re able to guide every type of customer—from someone just starting their audio journey to someone building their dream high-end system.
What we really enjoy is helping each person find a setup that feels personal and meaningful.
Q. What is unique about your local market and your customers?
A. Korea has two characteristics that shape the audio culture here:
Apartment living:
Most people live in apartments, especially in Seoul. This naturally leads customers to look for speakers that perform beautifully even in compact or shared spaces.
Strong online communities:
Audio forums with near 150,000 members play a huge role. People exchange information quickly, share impressions, and influence each other’s choices. The speed at which knowledge spreads is uniquely Korean.
These two elements create a market that is both demanding and incredibly knowledgeable.
Q. How do you curate the brands you represent?
A. We start by defining categories, and then we choose the brands we trust the most in each one. Our team takes this process very seriously—we’ve seen so many products over the years that we know when something is special.
Two of our members have known Marten for a long time, and through that relationship we’ve gained a deep appreciation for the brand.
What makes Marten such a natural fit for Korea is its harmony with apartment living—and its steady, sincere development. Every May at the Munich show, Marten presents something genuinely improved and refined. That kind of growth speaks directly to Korean customers. It’s why we love working with both Marten and Jorma.
Q. What does a typical day look like in your showroom?
A. We’re all audio enthusiasts, so our day starts early—usually around 7 or 8 AM. Before the showroom opens, we spend time testing new products, adjusting setups, and finding new combinations that excite us. Mornings are for planning and office work. After lunch, the real action begins as customers come in.
Every day is different, but the shared theme is curiosity and discovery.
Your philosophy
Q. What is your philosophy when it comes to customer experience?
A. For us, it comes down to newness, joy, and depth. We try to offer something fresh that sparks curiosity. Because audio is about music, we never forget the simple joy that music gives. And we believe a hobby becomes truly meaningful when you dive deeper—we love sharing that feeling with our customers.
Q. How do you guide clients to find the right speaker for their home and lifestyle?
A. We ask a lot of questions—sometimes customers laugh at how many. But the more we understand their space and lifestyle, the better the result.
Our team also has experience in architecture, interior design, furniture, and fine art. Since speakers become part of a living space, this broader understanding helps us create proposals and installations that feel harmonious and intentional.
Q. Do you have a particular way of demonstrating music to show off a system?
A. We always start by understanding what kind of music the customer loves and what the system naturally highlights. For special demos, we sometimes lower the lights to help the listener relax and focus.
We used this approach during the 2025 INNUOS World Tour with the Mingus Septet—it created a very immersive atmosphere.
Q. What role does craftsmanship and design play in your choice of brands?
A. A huge role.
Every brand we partner with has strong craftsmanship and distinct design values. Our responsibility is to communicate those qualities clearly. Marten’s design language, especially, resonates deeply with Korean listeners—it feels refined, modern, and timeless.
Personal touch
Q. Can you share a memorable experience of a client discovering Marten?
A. There’s one customer whose journey with Marten perfectly shows the brand’s charm. He first became curious about the diamond tweeter and bought the Parker Duo Diamond Edition. From there, he moved up through the Mingus Twenty, the Coltrane Tenor, the Coltrane 3 SE, and now he owns the Mingus Septet SE.
When he received the Septet, he immediately started asking, “So… what’s next for Marten?”
His excitement shows how Marten encourages customers to grow with the brand. He now recommends Marten more enthusiastically than anyone I know. I can’t wait to see what his next step will be.
Q. Which recordings or genres do you personally love to hear?
A. I listen to everything—K-pop, classical symphonies, jazz, acoustic music.
Because I hear so many different systems, I often choose the genres that each setup presents best. But there is one track I always play first when I turn on a system. It’s almost like checking in with my ears.
It’s “Going Home” by Korean vocalist Yuna Kim. I must have listened to it over ten thousand times, but it still centers me.
Q. Outside of audio, what inspires you in your work or life?
A. Architecture and furniture inspire me deeply. When a new architectural design appears, the creativity and boldness often shock me—in a good way.
And furniture, with its harmony of fine details, teaches me a lot about balance and craftsmanship.
But honestly, sharing good food with good people is my greatest joy. It’s one of the best parts of my life and my work.
Looking ahead
Q. What trends do you see in your market for the coming years?
A. I think we’ll see less dramatic, visible change and more gradual improvements in the elements that truly affect sound. Enthusiasts who enjoy deep listening are getting excited again.
In digital audio, music servers are making noticeable progress.
In analog, the development of optical cartridges is becoming incredibly impressive.
Q. How do you see Marten fitting into the future of your business?
A. We’ve been genuinely moved by Marten’s steady and thoughtful growth. Our goal is similar—we want to grow consistently and sustainably. The balance of design, technology, and craftsmanship that Marten demonstrates is exactly what we hope to embody in our own future.
Q. What excites you most about working with Marten
A. Every year, I look forward to Munich. It’s when we finally see the results of everything Marten has been working on. And of course, I’m already excited for the next show in Vienna 2026.
After speaking with Morris, the connection between Cotton Audio’s space and their philosophy became even clearer. The showroom is measured, intentional and built for real listening — exactly what we design for. Morris and his team bring a level of care and curiosity that makes our partnership feel natural. We’re looking forward to seeing how they continue shaping the experience for Korean listeners, one system — and one room — at a time.
📷 All images © Cotton Audio