Hurom Spreads 'Health' Worldwide... Expanding Global Marketing

Participated in Offline Overseas Expo After 4 Years
Raising Awareness in China Through Cooking Classes and Yoga

Hurom's 'health-centered' marketing is gaining traction in the global market. Sales in the European market are increasing, and in the Chinese market, brand awareness is rising through cooking classes and yoga sessions. Based on this, the company plans to actively expand its global marketing efforts this year, including participating in the German consumer goods fair.

Hurom's booth at 'Ambiente,' the world's largest consumer goods fair held in Frankfurt, Germany, on the 27th [Photo by Hurom]

According to Hurom on the 31st, sales in the European region grew by more than 90% compared to the previous year. The company explained that this achievement was based on the 'spread of health values' centered around its German subsidiary. Hurom focused on emphasizing that it developed the world's first slow juicing machine for health, rather than simply selling products.

They appointed Marco, an Italian health food chef, as the European regional ambassador to encourage continuous consumption of vegetables and fruits. Marco is a food mentor who researches the relationship between disease prevention and food and is active in broadcasting and other media.

A Hurom official explained, “Rather than just expanding the existing market share, we actively created new demand by conducting online and offline campaigns targeting potential customers interested in health and vegetable and fruit consumption, beyond the actual buyers of juicers. This was instrumental in driving sales growth.”

In China, Hurom is raising brand awareness by implementing 'experiential marketing' that allows consumers to enjoy health. Since September last year, cooking classes using Hurom juicers and vegetables and fruits have been held at all 18 branches of ABC Cooking Studio in China. Over 11,000 students participated over four months. From November last year, for one month, yoga classes and an 'Energy Vegetable and Fruit Bar' were operated at five branches of the Y-Plus Yoga Center in Shanghai, offering various juicing recipes. The vegetable and fruit bar was visited by over 2,600 people.

Building on these achievements, Hurom has begun expanding its global health marketing this year. From the 27th to the 30th of this month, the company participated in 'Ambiente,' the world's largest consumer goods fair held in Frankfurt, Germany. This was the first offline exhibition booth in four years since COVID-19. At the booth, the new product 'H410,' which won the '2024 Kitchen Innovation Award' at Ambiente, was showcased and received favorable reviews for its excellent features. Hurom also plans to participate in the 'IHS (Inspired Home Show) 2024,' a home goods fair held in Chicago, USA, in March.

Kim Jaewon, CEO of Hurom, said, “As the leading company that developed the world's first slow juicing machine and leads the slow juicer market, we plan to accelerate active global health marketing this year to realize our goal of contributing even a little to the health of people worldwide through vegetables and fruits.”

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