30 Years as the No.1 Coffee Mix... Dongseo Food's 'Maxim Mocha Gold'

50 Years of Coffee Brewing Expertise with Commitment to High-Quality Beans
Continuous Research, Development, and Quality Improvement Are the Secrets to Customer Love

[Asia Economy Reporter Song Seung-yoon] Maxim Mocha Gold by Dongseo Foods is a long-standing brand that has firmly held the number one market share position for over 30 years. The accumulated coffee manufacturing know-how and technology over more than 50 years, along with a commitment to high-quality coffee beans despite rapid trend changes, are analyzed as the reasons for its long-lasting popularity.

Continuous research and development and quality improvement have also been the driving forces behind the brand's enduring consumer love. Dongseo Foods conducts more than 100 market surveys and analyses annually to quickly and accurately diagnose consumer trends. The periodic upgrades in taste, aroma, and package design, known as the ‘Maxim Restage,’ are carried out from this perspective.

Various campaigns are also being conducted to expand touchpoints with consumers. As the number of consumers enjoying home cafes indoors has recently increased, Dongseo Foods is steadily running campaigns that convey the value of taking a break with a cup of coffee in daily life, such as the ‘Coffee Ride and Take a Break Campaign’ and the ‘Maxim Coffee Mix Office Campaign.’

The recently released new TV commercial for Maxim Mocha Gold also captures the product’s charm of providing a brief moment of relaxation during a busy day. The advertisement shows actress Lee Na-young enjoying a leisurely break with Maxim Mocha Gold amid a hectic day filled with continuous work calls. It is followed by the narration, “A cup that fills the gaps in everyday life, shall we mix it now?” emphasizing the sweetness of a short break in daily life.

Lee Sung-heum, Marketing Manager at Dongseo Foods, said, "Dongseo Foods will introduce various products that satisfy consumer preferences and promote the unique charm of Maxim coffee through differentiated marketing."

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