Hangover Relief Products Targeting the MZ Generation Gain Momentum During the Holiday Season
As the holiday season approaches, the market for hangover relief products is experiencing a surge in popularity, especially among the MZ generation (Millennials and Gen Z). Companies are actively adapting their strategies to meet the preferences of young consumers by expanding distribution channels and introducing innovative formulations such as jelly-based products and zero-sugar options.
Dongkuk Pharmaceutical has taken significant steps to increase its reach. The company recently expanded its distribution network by opening new stores in major convenience chains like GS25 and CU, following its successful presence at Olive Young. To celebrate this expansion, the company is running a 1+1 promotional event that will run until August 31. One of its key products, "Easy Smart Gumi Chu," is a chewable version of its oral dissolution film-type hangover cure, "Easy Smart Film." This product is designed for easy consumption without the need for water, making it ideal for on-the-go use.
The effectiveness of Easy Smart has been supported by clinical trials conducted by the Ministry of Food and Drug Safety. Human application tests involving 80 adult participants showed improvement in all nine hangover symptoms, including fatigue, headache, and nausea. Notably, the product demonstrated a 15.1% reduction in blood alcohol concentration and a 21.4% decrease in acetaldehyde levels within 30 minutes of ingestion. With the requirement for human application test data for hangover-relieving products coming into effect in January 2025, consumer confidence in scientifically-backed products like Easy Smart is expected to grow.
A marketing officer from Dongkuk Pharmaceutical highlighted the success of "Easy Smart Gumi Chu," which quickly became a top-selling item in the hangover cure category after its launch on Olive Young’s online mall. The company aims to further enhance accessibility through convenience stores and position itself as a reliable partner for those participating in social drinking events aligned with the "Healthy Drinking Culture" trend.
Innovative Approaches in Hangover Relief: Kwangdong Pharmaceutical's Hotgae Power Stick
Kwangdong Pharmaceutical has also entered the market with two new stick-type jelly hangover relief agents called "Hotgae Power Stick" in grape and mango flavors. Designed with portability and convenience in mind, these products feature a firm texture and a fun chewing experience that appeals to younger consumers.
The formulation includes ingredients such as oriental raisin fruit extract concentrate, cycloaline, lactobacillus sap, and taurine. Clinical trials have shown a significant improvement in hangover symptoms within 15 minutes of consumption. The product packaging features the official mascot of the Gangnam Police Station, "Fodol & Fosuni," adding a playful message that conveys the idea of a "crackdown" on hangovers. This collaboration with the police station enhances the product’s reliability and public appeal.
To commemorate the launch, Kwangdong Pharmaceutical is hosting a purchase certification event where customers can scan a QR code on the product to participate in giveaways. An official from the company described the product as a simple and delicious solution with a chewy texture and refreshing taste. The brand plans to strengthen its connection with consumers through collaborative campaigns and digital content aimed at promoting a safe drinking culture.
HK InnoN Launches Zero-Sugar Sparkling Hangover Cure
HK InnoN has introduced a new sparkling-type hangover cure called "Condition Zero Sparkling," which was launched in May. The product has been promoted through a full-fledged advertisement featuring NMIXX member Seawon as the brand model. The campaign, titled “Sparkling!,” highlights the unique combination of carbonic acid refreshment and hangover relief, appealing to the 2039 generation who prefer zero-sugar and delicious options.
Clinical trials conducted at Chungbuk National University Hospital confirmed the effectiveness of "Condition Zero Sparkling" in alleviating hangover symptoms. The product contains self-developed composite materials, including microbial fermented extracts and yeast extracts, along with red-mong concentrate for added refreshment. Alternative sugars were used to reduce sugar intake and calorie burden, making it an attractive option for health-conscious consumers.
The company plans to promote the product through various marketing activities, including TV, digital, and offline campaigns targeting young adults who seek both taste and wellness benefits.
Other Notable News
In unrelated news, a 30-year-old actor was sentenced to death for killing his 16-year-old girlfriend, marking the first death penalty for a celebrity in recent years. Meanwhile, Lee Ha-nee expressed her frustration over full upper body exposure, leading to a public boycott. Jung Mi-hong celebrated the seventh anniversary of his relationship with Jeon Ah-na, while the sisters of minor actors who were sexually assaulted by 12 individuals faced tragic consequences. Yoon Young-mi is focusing on honoring her late mother’s legacy, and Jeon Hyun-moo and Go Eun-ah are preparing for their upcoming wedding. Kim Gun-mo faced false accusations of sexual assault, resulting in a limited edition bike ride worth 17 million won as part of his suspension from activities.
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