Innocean Captures 125 Years of Korean Advertising History with Dongwha Yakpum

Innocean announced on the 23rd that it has partnered with Dongwha Pharmaceutical to publish the ‘Dongwha Pharmaceutical 125 Years Advertising Book’.

The ‘Dongwha Pharmaceutical 125 Years Advertising Book,’ produced by Innocean, is a book that connects Dongwha Pharmaceutical’s advertising activities over 125 years from 1897 to 2022 with the flow of modern and contemporary Korean history, providing an overview of the development of advertising by era. Unlike typical brand books that contain the brand’s philosophy or corporate history, this book is characterized by focusing mainly on Dongwha Pharmaceutical’s advertising visual materials. In fact, out of a total of about 2,580 Dongwha Pharmaceutical advertisements, 224 were finally selected and included.

This advertising book allows readers to see the history of advertising development in Korea through Dongwha Pharmaceutical’s advertising activities sustained over 125 years, from the Korean Empire period in the 19th century, through the Japanese colonial era, liberation, and up to the present. It is also noteworthy to observe the birth of familiar brands, including Dongwha Pharmaceutical’s signature trademark ‘Buchaepyo’ and the nation’s representative digestive medicine ‘Gas Hwal Myeong Su.’

Innocean oversaw the entire process of producing this advertising book, from the initial planning stage, data collection, to the final editing and composition. The project took one year to complete. This is the first time in the industry that the history of Korean advertising has been compiled into a single book through the advertising activities of a specific company.

An Innocean representative said, “We strived to provide clients with a memorable and special experience through this new category of advertising book,” adding, “It is also an exciting project to imagine what advertisements will depict the current era when the advertising book is renewed 10 or 20 years from now.”

A Dongwha Pharmaceutical representative stated, “As a pioneer in the pharmaceutical industry, we have actively utilized public interests and contemporary issues to carry out various advertising activities, and we will continue to consider ways to remain memorable in consumers’ minds for a long time.”

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