Hurom Thrives in 'Foreign Appliance Graveyard'... First Half Japanese Sales Increase by 147%

Hurom conducted marketing for its juice extractor through an Instagram live broadcast. [Photo by Hurom]

[Asia Economy Reporter Lee Junhyung] The kitchen appliance company Hurom's juicers continue to show growth in the Japanese market. In a market where global appliance companies struggle due to strong pride in domestic brands, Hurom's meaningful growth is being recognized.

Hurom announced on the 26th that its Japanese subsidiary's sales in the first half of this year increased by 147% compared to the same period last year. Operating profit also grew more than tenfold. Hurom Japan turned a profit in the first half of last year and continued its sales growth into the first half of this year.

Previously, in 2019, Hurom reorganized its Japanese subsidiary, shifting its sales method from offline department store-centered to online-focused non-face-to-face channels. Last year, in collaboration with KOTRA, the company revamped its own shopping mall to better suit Japanese consumers' preferences.

This explains why Hurom achieved meaningful results last year despite the impact of COVID-19. The company states that the sales strategy centered on online channels, including its own shopping mall, positively influenced sales and operating profit growth.

Hurom juice extractor sold at Isetan Department Store in Tokyo.
[Photo by Hurom]

Hurom also strengthened non-face-to-face marketing linked with social networking services (SNS), conducting marketing through Instagram live broadcasts. Additionally, it restructured its existing mid-to-low price product lineup into a premium lineup centered on the domestic bestseller juicer 'Hurom Easy.'

The company plans to increase offline sales channels in preparation for the post-COVID era next year. Starting with the launch of a juicer specialized for the Japanese market at the end of this year, it will expand its presence not only in Tokyo but also in key department stores and major retail outlets in regional hub cities.

Kim Jaewon, CEO of Hurom, said, "Hurom recorded clear growth from turning a profit in the first half of last year in the Japanese market, known as the graveyard of foreign home appliances. We will thoroughly prepare strategies for the post-COVID era and establish ourselves as the number one juicer brand in the Japanese market."