What Is the Secret Behind the 'Icon' Series Water Purifier That Sold 1 Million Units?

Sales of 1.01 Million Units as of Late Last Year
Strategy Focused on 'Safety and Functionality' as Basics

Coway identified two key factors behind the popularity of its strategic product, the ‘Icon Series,’ in the market: ‘safety’ and ‘functionality.’ This means providing water that consumers can trust to drink, conveniently. This is the basic premise of water purifiers, and a strategy focused on this foundation has led to the achievement of selling over 1 million units.

On the 17th, Coway announced that the Icon Series had sold 1.01 million units as of the end of November last year. The Icon Series is the first water purifier series launched by Coway to surpass 1 million units in sales. Coway developed the Icon Series as a premium water purifier lineup with the determination to establish it as ‘the icon of water purifiers, the icon of space.’ The first product of the Icon Series, the ‘Icon Water Purifier,’ was released in October 2020, followed by the Icon Water Purifier 2 and Icon Ice Water Purifier in June 2022, expanding the product lineup.

Icon Water Purifier 2 (above) and Icon Ice Water Purifier

Coway explained that the first reason the Icon Series, consisting of these three products, was able to surpass cumulative sales of 1 million units is ‘safety.’ The Icon Water Purifier 2 is an upgraded version of the original Icon Water Purifier. In particular, the part where water comes out is made using the eco-friendly material Tritan, allowing easy disassembly and cleaning, thereby enhancing hygiene and safety. Additionally, it underwent material safety testing for the parts in contact with water by the U.S. Food and Drug Administration (FDA), ensuring consumers can use it with confidence.

Functionality also stands out. The Icon Ice Water Purifier has been well received by consumers for its abundant ice-making performance and UV sterilization system. This product was designed with a significantly reduced size, addressing the hesitation of many customers who wanted to use an ice water purifier but were deterred by the product’s size. It is about 40% smaller compared to Coway’s existing ice water purifiers. Although smaller, it produces ice faster. To ensure sufficient ice even during summer, it applies the patented ‘Dual Rapid Ice-Making Technology,’ greatly improving ice-making speed. The ice-making time per cycle is only about 12 minutes. It can produce up to approximately 600 ice cubes per day, enough for the whole family. Moreover, the ice size can be set to two options: large ice cubes of 10g and small ice cubes of 7g, allowing use according to the needs for cooking or beverages.

Another advantage of the Icon Series is its compact design. The Icon Water Purifier 2 measures 18 cm in width and 25 cm in depth, taking up little space in the kitchen. The Icon Ice Water Purifier also maximizes space efficiency with dimensions of 24 cm in width and 47.3 cm in depth. A Coway representative said, “The Icon Series is a representative innovative product of Coway, featuring excellent product quality, compact design, and various lifestyle convenience functions. We plan to solidify our leadership in the domestic water purifier market by continuing to lead with innovative products like the Icon Series.”