Helicobacter Will Enters China... Aiming for the US Market

No.1 Domestic Functional Fermented Milk Launches Full-Scale Sales in China
Exploring Sales at US H Mart, Signs Production Contract in Thailand

'Helicobacter Project Will,' the No.1 functional fermented milk in Korea, will now be available in China as well.

hy announced on the 23rd that it will officially start selling its flagship product Will in the Chinese market and begin targeting overseas markets.

Launched in 2000, Will is a monumental product that opened the domestic functional fermented milk market. It has grown into a brand selling more than 8 units per second, favored by customers for its functionality and excellent taste. With an average daily sales volume of 720,000 units, its annual sales revenue reaches 330 billion KRW. As of last year, the cumulative sales revenue has exceeded 6 trillion KRW.

It also holds great significance as a representative K-probiotic.

hy succeeded in domestic localization of lactic acid bacteria for the first time in Korea in 1994. Since then, based on strains collected nationwide, it has continuously conducted research and developed 'HP7,' which is currently contained in Will. The product has undergone a total of 10 renewals, steadily enhancing its marketability.

hy supplies products manufactured at its Cheonan factory to Chinese consumers through local distributors equipped with a cold chain system. It can be found on Chinese online malls (▲JD Mall ▲Douyin Mall), and plans to expand distribution channels to offline stores in the future.

For the brand models in China, actor Lee Min-ho and (G)I-DLE member Yuqi were selected, and various marketing activities such as fan sign events and SNS promotions are being conducted. Special packaging has also been applied. The original product features Lee Min-ho’s image, while the low-fat product showcases Yuqi’s image.

Shin Seung-ho, head of hy’s Global Business Division, said, "We are pleased to introduce 'Helicobacter Project Will,' created purely with domestic technology, to overseas consumers," adding, "Based on the competitiveness of Korea’s No.1 fermented milk, we will elevate the status of 'K-probiotics' worldwide."

Meanwhile, hy is also planning to enter the U.S. market with Will. It is pushing for entry into 'H Mart,' the largest Asian market chain in the Americas, within this year. Recently, it signed a production contract with Dutch Mill in Thailand. After supplying raw materials, production and sales will take place locally in Thailand. Once production begins in earnest by the end of this year, the export area will expand to Southeast Asia.

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