Orion Jeju Yongamsu, Global Launch in China, Vietnam, and More

Vietnam Adopts Korean Product Names... Builds Premium Korean Mineral Water Image
Utilizing Excellent Water Resources from Clean Jeju Island, Aiming to Become a Global Representative Korean Water Brand

[Asia Economy Reporter Lee Seon-ae] Orion announced on the 16th that it has started local sales of ‘Orion Jeju Yongamsu’ in China and Vietnam. Since its launch in December last year as a premium mineral water of excellent quality comparable to world-renowned waters, Orion has begun overseas sales of Jeju Yongamsu, marking the start of its full-scale global beverage market expansion.

In China, the product is sold under the name ‘Orion Jeju Yongamcheon’ (local name 好?友 熔岩泉, Haoliyou Longyanquan) and is being introduced mainly in major cities such as Shanghai, Beijing, and Guangzhou, where many office workers in their 20s and 30s gather. To quickly enter the rapidly growing local beverage market, Orion is targeting both online and offline sales channels by entering convenience stores popular among young people and JD.com. The company plans to actively target the local mineral water market amid increasing health awareness and purchasing power among Chinese consumers.

In Vietnam, sales of Jeju Yongamsu have also begun, focusing on major cities such as Ho Chi Minh and Hanoi. Aligning with the local Korean Wave trend, the product label includes the Korean name ‘Orion Jeju Yongamsu’ to build an image of ‘premium mineral water from Korea.’ Additionally, as living standards improve and demand for healthy and safe water rapidly increases, especially among dual-income couples, Orion plans to differentiate product displays mainly in the growing convenience store channel and conduct multifaceted marketing targeting VIP customers at hotels and restaurants to promote the benefits of mineral water.

Alongside this, Orion plans to carry out various online promotional activities to inform consumers in China and Vietnam about the clean Jeju Island and its mineral-rich superior water resources. They will highlight that the source water, ‘Yongamsu,’ comes from Jeju’s 400,000-year-old water resources, and share information about the manufacturing process of Jeju Yongamsu, the benefits of mineral water, and recipes using Jeju Yongamsu through YouTube and social networking service (SNS) channels.

Jeju Yongamsu is water completed with a combination that can help our body’s health by utilizing lava water as the source. It incorporates state-of-the-art equipment and new technologies from Germany and Switzerland, and product quality has been enhanced through the participation of top researchers related to mineral blending and water taste. To help counteract the acidity caused by instant foods and meat-centered diets, the pH has been mildly alkalized to 8.1?8.9. It also received the main prize in the packaging design category at the ‘2020 German iF Design Award’ and has been praised for its stylish design inspired by Jeju’s natural features such as columnar joints and the sea horizon.

An Orion official said, “Following the start of sales of Orion Jeju Yongamsu across all online and offline channels in Korea, the launch in China and Vietnam has marked the full-scale start of the group’s new growth engine, the Jeju Yongamsu business. We will firmly establish the premium mineral water brand made from Jeju’s clean and excellent water resources and continuously expand export countries to make Orion Jeju Yongamsu a globally renowned water representing Korea.”

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