“Together Apart” ... Daesun Brewery Achieves Success with ‘Cross-Regional Corporate Collaboration’ Policy

[Asia Economy Yeongnam Reporting Headquarters Reporter Hwang Dooyul] Daeseon Brewery, a local liquor company in Busan, is reportedly achieving successive results through ‘cross-industry collaboration’ with other local manufacturers.

A representative successful case of Daeseon Brewery’s ‘cross-industry collaboration’ is Cheonjigaebyeok, a newly established hangover relief product manufacturer in Busan.

Founded in Busan in 2015, Cheonjigaebyeok was struggling to enter the market despite developing its product.

With Condition and Yeo-myeong 808 already leading the ‘red ocean’ hangover relief market, it was challenging for a new company lacking financial power and sales capabilities to enter.

In this situation, Daeseon, which was looking for differentiated promotional products from competitors, partnered with Cheonjigaebyeok, whose recognition was low compared to its efficacy, resulting in a ‘win-win’ outcome for both companies.

Cheonjigaebyeok secured a stable sales channel by receiving annual orders of 6 to 7 million bottles from Daeseon.

Cheonjigaebyeok also enjoyed a promotional effect with rapidly rising brand awareness as it was introduced to tourists from all over the country visiting Busan through Daeseon’s sales network spread across major commercial districts in Busan.

It was also successively listed in convenience store chains such as GS25, CU, Emart24, and Ministop.

Cheonjigaebyeok recorded a sales increase of more than 400% compared to 2015, when collaboration with Daeseon began.

In 2019, Daeseon also collaborated with K Fashion Korea’s shoe brand Kolca in Busan.

The released ‘Daeseon X Kolca Retro Non-slip Slippers’ became a ‘hip’ item that was hard to find among young people, and the promotional phrase ‘Even if my life slips, Kolca does not slip’ became a buzzword.

Daeseon supported the manufacturer’s sales channels by purchasing a large quantity of slippers produced by Kolca and donating them.

Daeseon is conducting a new collaboration experiment with Lumena, a small electronic device manufacturer in Busan.

In December, Lumena released a wireless humidifier engraved with Daeseon’s signature wave pattern, pioneering sales channels through Daeseon’s new distribution network.

Lumena’s wireless humidifier has been sold since mid-December through Daeseon’s portal sales network ‘Daeseon Store’ and the brand store ‘ㄷㅅ’ opened in Yongdusan Park, Jung-gu, Busan.

The wireless humidifier quickly topped the popular item list in less than a month, recording sales approaching 1,000 units.

Daeseon Brewery CEO Jo Woohyun said, “Due to the nature of our company, there is a high demand for promotional products, and we pursue a policy of ‘win-win’ through collaboration with local companies whenever possible. We will discover more collaboration projects with excellent local companies to contribute to revitalizing the local economy.”

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