'Hongsam' Changed Over Time... From Concentrate to Pouch and Stick

Jungkwanjang Red Ginseng Product Trends by Era
Preferred Products Vary by Generation

[Asia Economy Reporter Seungjin Lee] It has been revealed that the form of popular products of the representative health food, Red Ginseng, has changed over time.

According to an analysis by KGC Ginseng Corporation of Jeonggwanjang sales over the past 30 years on the 6th, before the 2000s, the 100% Red Ginseng concentrate "Jeonggwanjang Hongsamjeong" was popular, but recently, with the MZ generation (Millennials + Generation Z) emerging as the main consumers, the convenience-enhanced "Hongsamjeong Everytime" has become popular.

The most sold Red Ginseng product until the 2000s was "Jeonggwanjang Hongsamjeong." More than one million bottles of Jeonggwanjang Hongsamjeong were sold annually, which means one bottle was sold every 20 seconds. In particular, Hongsamjeong, which has a history of over 100 years, has formed a strong fan base among those aged 60 and above.

In the 2000s, pouch-type products gained dominance. As Red Ginseng began to be spotlighted as a holiday gift, the popularity of pouch-type products, which are good for gifting, increased. The representative pouch-type product of Jeonggwanjang is ‘Jeonggwanjang Hongsamton.’ It is a complex herbal liquid pouch brand that combines Red Ginseng concentrate as the main ingredient with various medicinal herbs, and about half of its total sales occur during holidays or family months.

Launched in 2005, ‘Jeonggwanjang Hongsamton Gold’ was the first product made by blending Red Ginseng and plant-based ingredients to receive functional recognition for immunity from the Ministry of Food and Drug Safety. It has recorded sales exceeding 100 billion won annually for over 10 years, establishing itself as Jeonggwanjang’s bestseller and steady seller following Hongsamjeong.

In the 2010s, Red Ginseng products that were popular among middle-aged and older adults also gained popularity among younger generations, increasing demand for products with high portability and ease of intake.

Accordingly, Jeonggwanjang launched the first stick-type Red Ginseng product, ‘Jeonggwanjang Hongsamjeong Everytime,’ in October 2012. Within 50 days of launch, 15,000 sets were sold, and sales doubled every year, surpassing 100 billion won in annual sales in 2016, five years after launch, growing into a mega brand.

Jeonggwanjang Hongsamjeong Everytime is most popular among the MZ generation, emphasizing convenience of intake and activity. Last year, among Jeonggwanjang products, Hongsamjeong Everytime was the best-selling product among those in their 20s and 30s. Even during the COVID-19 situation, sales to the 20s and 30s age group increased by 27% compared to the same period the previous year, and it is evaluated as a product that played a significant role in attracting MZ generation customers to Jeonggwanjang.

Kim Hyungsook, head of the brand office at KGC Ginseng Corporation, said, “The three major brands representing Jeonggwanjang?Hongsamjeong, Hongsamton, and Hongsamjeong Everytime?are especially popular as gifts,” adding, “With the increase in demand for gifts that care for family health during this family month, it is expected that more consumers will seek Jeonggwanjang for the health of their parents or children.”

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