The Coffee Icon 'Maxim White Gold'... "10th Anniversary of Release Thanks to Steady Love"

Dongsuh Foods, 'Maxim White Gold' 160-pack. Photo by Dongsuh Foods

[Asia Economy Reporter Song Seung-yoon] The epitome of smooth coffee, ‘Maxim White Gold,’ celebrates its 10th anniversary this year. Launched in 2012, Maxim White Gold contains non-fat milk, delivering a smooth taste while richly preserving the original flavor and aroma of coffee. Based on these product strengths, it has consistently been loved by consumers, maintaining its position as a bestseller and steady seller without change.

At the time of its launch, Maxim White Gold quickly gained popularity by attracting consumers’ attention with a teaser advertisement featuring figure skating queen Kim Yuna. It achieved explosive market response, surpassing 10 billion KRW in sales within just one month of release. Following 100 billion KRW in sales in its first year, it continued rapid growth by reaching 200 billion KRW three years later in 2015. Now, on its 10th anniversary, Maxim White Gold’s cumulative sales amount to approximately 1.8 trillion KRW. In terms of individual sticks, about 19.4 billion units have been sold, averaging 61.5 sticks per second.

The reason Maxim White Gold has maintained steady popularity lies in various attempts tailored to customers’ tastes and expectations. Dongseo Food conducts over 100 market surveys and analyses annually.

One reason is the periodic upgrades in taste, aroma, and package design through the ‘Maxim Restage.’ Numerous new products have been launched through Maxim Restage, and various technologies and methods unique to Dongseo Food, such as SAR (Scent Absorption and Release) technology and scent recovery methods, have been developed.

A Dongseo Food official stated, "To repay the customers who have loved Maxim White Gold for over 10 years, we will continue to focus more on developing differentiated products."

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