Steady Seller Over 10 Years Since Launch
Annual Growth Around 10%, Over 400 Million Packs Sold
Satisfies Both Health and Convenience... Popular Among MZ Generation and Overseas
CheongKwanJang's stick-type red ginseng product, 'Hongsamjeong Everytime,' which was first introduced to the domestic market, has established itself as a steady seller by showing consistent growth for over 10 years since its launch. It has received positive responses not only from middle-aged and older adults who are highly interested in health supplements but also from the MZ generation (Millennials + Generation Z) and overseas markets, riding the wave of the 'healthy pleasure' trend that combines enjoyment and health.
According to the related industry on the 4th, CheongKwanJang Hongsamjeong Everytime surpassed cumulative sales of 1.3 trillion KRW as of March and recorded 1.3395 trillion KRW by May. This means that an additional 300 billion KRW worth of products were sold within 1 year and 3 months after crossing the 1 trillion KRW mark in 2021.
Sales of CheongKwanJang Everytime have continued to rise every year. After its debut in September 2012, cumulative sales exceeded 10 billion KRW the following year, and in 2016, sales jumped more than twice from 80.1 billion KRW the previous year to 216.6 billion KRW, surpassing both 100 billion and 200 billion KRW. Since then, it has sold over 150 billion KRW annually, opening the era of cumulative sales of 1 trillion KRW in 2021, nine years after its launch.
CheongKwanJang's red ginseng products evolved from 'Hongsamjeong' to pouch forms and reached a turning point with the launch of Everytime. Everytime is a product made by diluting red ginseng concentrate with purified water to create a liquid form, which is then packaged in stick-type pouches. One stick satisfies the daily required amount of red ginseng and focuses on portability so it can be consumed anytime and anywhere.
Building on the success of Everytime, CheongKwanJang is expanding its product lineup. A representative example is 'Hongsamjeong Everytime Balance,' which adds licorice extract and propolis to the red ginseng concentrate to reduce the bitterness of red ginseng. As a premium line, 'Hongsamjeong Everytime Limited,' containing Jisam (地蔘) at a top 2% level, was released to broaden consumer choices. There is also the 'Hongsamjeong Everytime Special Edition,' released as a seasonal limited edition every year. Notably, the 'Chalchak Edition' attracted attention from the MZ generation enthusiastic about retro styles by offering an analog film camera as a merchandise item.
Hongsamjeong Everytime has also made a name for itself as a representative red ginseng product overseas. Interest in immunity has increased since COVID-19, and foreign consumers, especially younger generations, have shown interest after seeing scenes of this product being consumed in K-dramas and other K-content. It has received particularly good responses in Asian regions. According to KGC Ginseng Corporation's selection of bestsellers by country based on overseas sales, CheongKwanJang products ranked first in sales in six Asian regions including Taiwan, Hong Kong, Malaysia, Singapore, and Vietnam.
In the Greater China region, Hongsamjeong Everytime is credited with playing a significant role in shifting the market focus from root ginseng to product-oriented sales. In the past, Korean red ginseng (Goryeo ginseng) had a strong image as a 'traditional Chinese medicine for the elderly,' but after the launch of Everytime, its convenience for consumption, especially among office workers in their 30s, has been highlighted, gaining favorable responses.
Based on these achievements, Hongsamjeong Everytime has sold 400 million sticks cumulatively over 10 years since its launch and continues to maintain an annual growth rate of around 10%. A KGC Ginseng Corporation official stated, "We plan to continue releasing new products that reflect trends to meet the increasingly segmented market."
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