Jeonggwanjang Hwaerak Celebrates 20th Anniversary, Surpasses 5 Million Sets in Cumulative Sales

Published 19 Apr.2022 07:45(KST)

[Asia Economy Reporter Eunmo Koo] KGC Ginseng Corporation announced on the 19th that its women’s health specialist brand under CheongKwanJang, ‘HwaaeRak,’ which celebrated its 20th anniversary, has surpassed 5 million cumulative sales sets. The sales revenue exceeds 550 billion KRW.

HwaaeRak (和愛樂) has established itself as a representative brand since its launch in 2003, catering not only to menopausal women but also to women who want to maintain healthy youthfulness.

The health functional food market for menopausal women grew to around 300 billion KRW in 2014, marking a golden era, but it collapsed in 2015 due to the ‘Fake Baeksuo Scandal.’ The market, which plummeted to around 50 billion KRW in 2016, was revived by KGC Ginseng Corporation’s HwaaeRak.

In March 2016, KGC Ginseng Corporation launched ‘HwaaeRak Jin,’ a functional red ginseng product for menopausal women under the CheongKwanJang brand, receiving recognition from the Ministry of Food and Drug Safety for its functionality in supporting menopausal women’s health.

With the launch of HwaaeRak Jin, the HwaaeRak brand’s sales nearly tripled in 2016 compared to the previous year, becoming CheongKwanJang’s flagship brand with an average annual sales of about 80 billion KRW. Since its launch, 2.4 million sets of HwaaeRak Jin have been sold, which equates to approximately 70 million packets.

Since then, HwaaeRak has expanded its product lineup with various items such as ‘HwaaeRak Bon,’ ‘HwaaeRak Hu,’ and ‘HwaaeRak Innergetic,’ providing customized solutions for women’s health issues throughout their life cycles, gaining popularity beyond just menopausal care.

Analyzing HwaaeRak’s monthly sales last year, sales in May, the month of family, were more than twice the average monthly sales. Notably, during this period, customers in their 20s and 30s accounted for 26% of HwaaeRak Jin purchases, indicating high demand for gifts for mothers during Family Month. Sales to the 20s and 30s age group during Family Month last year increased by 88% compared to the average month.

Kim Minju, Head of Brand at KGC Ginseng Corporation, said, “HwaaeRak is a women’s health specialist brand that cares for women throughout their entire lives so they can enjoy the healthy youth they dream of. Recently, trendy ‘Young Forty’ women have been seeking it for health management,” adding, “With the upcoming Family Month, it is also perfect as a gift for loved ones.”

KGC Ginseng Corporation will release a special limited edition of ‘HwaaeRak Jin’ called the ‘Blooming Edition’ with a spring flower motif design on the 22nd. Collaborating with the flower brand ‘Kukka,’ they will also hold an event offering fresh flower bouquets to customers who pre-order the HwaaeRak Jin special edition.