[2021 Asia Consumer Awards] Pioneering the Domestic Ion Beverage Market... Unrivaled No.1 for 34 Years

Sports Drink Category Dong-A Otsuka 'Pocari Sweat'

[Asia Economy Reporter Lim Hye-sun] Dong-A Otsuka's ion beverage Pocari Sweat is the pioneer of the ion beverage market in Korea. Before its launch, ahead of the 1986 Seoul Asian Games, a large-scale tasting event was held for about 12,000 people including national athletes, police officers, and event staff. Those who tasted Pocari Sweat for the first time showed negative reactions, saying the unfamiliar drink did not suit their taste. However, the response gradually changed. Reactions such as "The more I drink, the more my body wants it" began to emerge.

Before the 1988 Seoul Olympics, the indirect promotional effect was achieved as world-class athletes were seen drinking Pocari Sweat during competitions. By the first anniversary of its release, Pocari Sweat had gained great popularity, selling 2 million cans per month. Since its launch in 1987, Pocari Sweat has been the unrivaled number one product in the domestic ion beverage market for 34 years, continuously loved by many consumers.

Pocari Sweat is a multifunctional beverage that goes beyond simple thirst quenching to address various bodily water and ion imbalances that can occur in daily life. Its rapid hydration can prevent dizziness, lethargy, and fainting in heatstroke patients, and it can help prevent the decline of athletic performance in sports players.

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