Chilsung Cider Refreshing the Nation for 70 Years... Has Traveled 98 Times Around the Earth

Korea's No.1 Beverage Chilsung Cider... Unmatched Taste 'Power'
70th Anniversary Marks New Product Launch... Marketing with New Face BTS

[Asia Economy Reporter Lee Seon-ae] When it comes to the "national beverage," the one and only brand that all South Koreans think of is "Chilsung Cider." Cider, which is an essential part of trips and picnics, is a "memory" for the middle-aged and older generations. For the younger generation, who use the term "cider" to mean something that refreshes a blocked feeling, it is literally the one and only drink that fills them with coolness. Considering the countless new products flooding the market, Chilsung Cider, which has consistently delivered an unchanging refreshing taste by our side for the past 70 years, is regarded as the only beverage that spans all generations.

◆Sales Volume Equivalent to Stacking 7.07 Million Lotte World Tower Units= Chilsung Cider's birthday is May 9. It was first launched on May 9, 1950, just before the outbreak of the Korean War. Recently celebrating its 70th anniversary, Chilsung Cider was the first product of "Dongbang Soft Drink Partnership Company," established on December 15, 1949, by seven shareholders: Choi Geum-deok, Park Un-seok, Bang Gye-ryang, Joo Dong-ik, Jeong Seon-myeong, Kim Myeong-geun, and Woo Sang-dae.

Since the seven shareholders had different surnames, they initially planned to name the product "Chilseong (Seven Surnames)," but decided to use the character "Seong (星)" meaning "star" to symbolize the company's eternal prosperity. To commemorate the birth of Chilsung Cider, the company's founding anniversary was also set on the same day. Since then, the company producing Chilsung Cider has changed its name several times?from "Hanmi Food Industry" (1967), "Chilsung Hanmi Beverage Co., Ltd." (1973) to the current Lotte Chilsung Beverage?but the brand identity of Chilsung Cider has remained consistent.

The strength Chilsung Cider has shown over 70 years is truly remarkable. In the domestic cider market, Chilsung Cider holds a dominant position with about a 70% market share and recorded sales of approximately 420 billion KRW (based on 2019 figures) as a single product.

From its launch until the end of April this year, the cumulative sales volume of Chilsung Cider over 70 years amounts to about 29.5 billion cans of the 250ml can product. If these cans, each 13.3 cm tall, were lined up, they would circle the Earth's circumference (about 40,000 km) 98 times, totaling 3.92 million km. This is equivalent to stacking 7.07 million Lotte World Tower units (555 m tall).

◆A Cider Taste No One Can Imitate... New Products Targeting Trends= A common characteristic of long-lasting brands in the market is excellent product quality. Chilsung Cider's strength lies in its taste. It has excellent water treatment facilities that purify water purely. It uses only natural flavors extracted from lemon and lime, blended appropriately to create an outstanding aroma. It contains no artificial coloring, making it safe for human health. Naturally, it is popular among consumers who consider both taste and health. The taste (Quality) and consumer perception of quality (Perceived Quality) that no one can imitate are the unique flavors of Chilsung Cider and the secret to maintaining its unshakable number one position for 70 years.

Lotte Chilsung Beverage is introducing new products aligned with consumer trends to expand the domestic cider market base. Recently, for the first time in 70 years since its launch, new Chilsung Cider products "Peach" and "Cheonggyul (Green Tangerine)" in 500ml PET bottles were released. While maintaining the clear and clean taste and the tingling carbonation of Chilsung Cider, these new flavors add the taste of domestically grown fruits. After repeated consumer surveys with various fruits, peach and cheonggyul were selected.

A Lotte Chilsung Beverage official said, "Keeping the tingling sensation intact and adding domestic fruit juice, the new Chilsung Cider products released after 70 years are expected to be popular among consumers seeking new cider flavors."

Earlier, in July 2018, the company launched "Chilsung Cider Low Sugar," a new product with reduced sugar and calorie content compared to the original Chilsung Cider. This product was designed for consumers who enjoy carbonated drinks but are concerned about sugar and calories and find existing zero-calorie carbonated drinks unsatisfactory in taste. In April 2017, inspired by the expression of relief in frustrating situations as "cider," the company introduced "Chilsung Strong Cider," an extended product of Chilsung Cider. It contains the highest carbonation volume of 5.0 (compared to the usual 3.8), providing a full-mouth tingling sensation never experienced before in carbonated drinks.

◆"Clear and Clean" Marketing... Together with BTS= The "clear and clean taste" is a unique brand asset of Chilsung Cider. This is the result of a consistently pursued campaign strategy.

The attempt to differentiate with a clear and clean image campaign began in the late 1980s. A series of advertisements featuring the famous CM song starting with the lively rhythm "Shu Shu Shu Bi Shu Bi Shu Ba Chilsung Cider" visualized the fresh feeling unique to carbonated drinks. These ads were designed to stimulate the desire to drink refreshing beverages related to quenching thirst. Later, through the "Bae Doo-san" series and the "Songsa-ri" episode, Chilsung Cider created a distinctive image emphasizing clarity and cleanliness.

In the 2000s, new changes were added. To celebrate its 50th anniversary, the brand was renewed to add dynamism and freshness suitable for the times to the clear and clean image. The focus was on expressing the brand's dynamism and freshness through a powerful combination of a 3D star and the Chilsung Cider brand logo.

From the late 2000s, the company launched advertising campaigns under the theme "A clear and clean world must be preserved," raising awareness of the value of water and the preciousness of living creatures such as otters and frogs that depend on water. Environmental campaigns themed on Dokdo Island and the "River Pilgrimage" campaign featuring Korea's four major rivers also received positive responses. Notably, the "Sojido Episode" released in 2011 won the Minister of Culture Award at the "2011 Good Advertisement Selected by Consumers."

Chilsung Cider plans to strengthen its brand identity further by communicating with consumers through various products and marketing strategies aligned with changing trends. To this end, BTS was recently selected as the new model. The video symbolizes the meeting of seven stars representing Chilsung Cider's 70th anniversary and the seven members of BTS celebrating their 7th debut anniversary.

A Lotte Chilsung Beverage official said, "To celebrate Chilsung Cider's 70th anniversary this year, we are conducting various marketing activities that resonate with consumers, including airing retro-style advertisements, hosting nostalgic emotion events, promoting bus stop greening projects, selling limited edition goods, and producing a 70th-anniversary company history. Over the next year, we will further solidify Chilsung Cider's brand identity by featuring BTS as the new face."

This content was produced with the assistance of AI translation services.