Jeonggwanjang Launches '2022, Cheer Up 20s Campaign'

[Asia Economy Reporter Lim Hye-sun] KGC Ginseng Corporation announced on the 18th that it will carry out the '2022, Cheer Up 20s Campaign' to celebrate the Lunar New Year.

The '2022, Cheer Up 20s Campaign' offers additional Jeonggwanjang points benefits to customers in their 20s who newly join the Jeonggwanjang membership.

Also, customers who spend more than 100,000 KRW at Jeonggwanjang stores or more than 30,000 KRW at the Jeonggwanjang Mall can enter the event to receive 'Jeonggwanjang Hwalgi-ryeok' from among 2,022 winners respectively.

KGC Ginseng Corporation explained that this campaign was planned as red ginseng, once considered exclusive to middle-aged and older generations, has gained attention as a unique health gift among the MZ generation (Millennials + Generation Z, born between the 1980s and 2000s) after COVID-19.

In fact, when KGC Ginseng Corporation compiled the purchase performance of consumers in their 20s during last year's Lunar New Year promotion period, sales increased by 29% compared to the previous year, and the number of new customers increased by 10%.

The purchase amount per person also rose by 17% compared to the previous year, indicating that young consumers are increasingly giving red ginseng as an immunity gift to family and relatives after COVID-19.

Meanwhile, KGC Ginseng Corporation is targeting the MZ generation, who seek unique experiences, by leveraging witty new products and marketing activities.

The stick-type red ginseng product ‘Hongsamjeong Everytime Balance’ and the concept of ‘Jeonggwanjang Hwalgi-ryeok Energy Box,’ which recharges batteries in daily life, have gained great popularity in the mobile gifting market, with sales of Jeonggwanjang KakaoTalk gifting, where the 20s and 30s account for more than 50%, growing to about 55 billion KRW last year.