Dongsuh Foods, Maxim Special Package... Targeting the Preferences of 2030 Generation

Establishing a National Coffee Position through Diverse Marketing

Maxim Coffee Mix by Dongseo Foods has been showcasing special packages in collaboration with various popular characters since the 2018 Maxim X Kakao Friends special package. These collaborations include Kittybunnypony, Moomin, Universal Studios, and Minions.

The 2020 Maxim X Moomin special package highlighted the charm of the Moomin characters, who have a strong fan base, while the Maxim X Universal Studios collaboration captured the retro vibes of classic films such as Jaws and Jurassic Park. The Maxim Coffee Mix X Minions special package, featuring the globally popular Minions characters, added fun with playful Minions illustrations on the coffee mix sticks and packaging.

In November last year, Maxim Coffee Mix launched its sixth brand collaboration, the Maxim X Kakao Friends Chunsik Special Package. The product packaging and coffee sticks featured illustrations of Chunsik’s round and cute daily life, enjoying a warm and cozy winter. The collaboration gained popularity by including practical goods such as a Chunsik mood lamp, hand warmer cushion, brunch tableware set, pouch, kitchen gloves, and hooded blanket.

Kim Taeri, Marketing Manager at Dongseo Foods, stated, “Maxim Mocha Gold has established itself as a national coffee thanks to continuous product development and active communication with consumers through various marketing activities.” She added, “Going forward, Dongseo Foods will continue to introduce diverse products that satisfy consumer preferences and promote the unique appeal of Maxim Coffee through differentiated marketing.”