[National Brand] "610 Million Units Sold Annually, the National Representative 'Yellow Stick'"... Maxim Mocha Gold

Launched in 1989... 89% Market Share
Optimal Blending of Premium Coffee Beans, Sugar, and Prima
Sugar Amount Adjustable to Taste Preferences

Dongseo Food's Maxim Mocha Gold, launched in 1989, is a coffee mix symbolized by its yellow stick and has been loved by consumers for over 30 years. The secret lies in the excellent technology that combines high-quality coffee beans with Dongseo Food's 50 years of coffee manufacturing know-how.

Maxim Mocha Gold
Photo by Dongseo Foods

In the mid-1980s, Dongseo Food noticed that consumer preferences for coffee were shifting from strong to mild flavors. Based on consumer research, they began developing coffee products with a soft and clean concept. According to this standard, they tried various changes in roasting intensity and coffee extraction processes. As a result, they developed Maxim Mocha Gold in 1989 and launched the Maxim Mocha Gold coffee mix in 1993. Based on the golden ratio of coffee, sugar, and creamer, they blended carefully selected premium beans from Colombia, Honduras, Peru, and other countries in optimal proportions to create a coffee taste that anyone can enjoy.

Packaging technology also evolved considering consumer convenience. Since launching the first stick-type coffee mix in Korea in 1987, in 1996, they established the world's first equipment to package coffee, creamer, and sugar in that order in coffee mix sticks. This allowed consumers to adjust the amount of sugar according to their preferences and enjoy the coffee mix.

Dongseo Food conducts more than 100 market surveys and analyses annually to quickly and accurately diagnose consumer trends. Based on these results, the Maxim coffee brand regularly upgrades its taste, aroma, and package design through the 'Maxim Restage' program. Recently, they have focused on attracting the attention of the MZ generation (Millennials + Generation Z), a major consumer group in the distribution industry, by releasing limited edition packages through various collaborations with famous characters or artists every year. A representative example is the limited edition 'Maxim Coffee Mix - Minions Special Package' released in July last year using the Minions character.

According to market research firm Nielsen Korea, as of last year, Dongseo Food holds an overwhelming 89.2% market share in the coffee mix market. Earlier, a survey conducted by Dongseo Food to commemorate the 30th anniversary of Maxim Mocha Gold revealed that in 2021, the annual sales volume of this product reached 6.1 billion sticks measuring 16 cm each. This means 16.71 million sticks are sold daily, 696,000 sticks per hour, 11,000 sticks per minute, and 193 sticks per second, making it a national brand favored by consumers in homes, offices, restaurants, and various other places.