[National Brand] From Cooking Spice to Leading Role... Ottogi 'Sunhuchu'

First Introduced in 1974, Celebrating 50th Anniversary This Year
Symbol of Domestic Pepper Products
Utilized as Unique Collaboration Product Targeting MZ Generation

Pepper is a spice used worldwide for its refreshing yet pungent flavor. It is also popular in Korea, where soup dishes are well developed. Along with its unique subtle spiciness, it is used to eliminate the gamey smell and greasiness of meat. There are various types, ranging from finely ground powder to coarse peppercorns.

Ottogi Pepper Product Lineup. Provided by Ottogi

Ottogi's Sun Pepper, launched in 1974 and celebrating its 50th anniversary this year, represents domestic pepper products in Korea. The name "Sun" (純) was included to emphasize that the product uses 100% pepper. Starting with vinyl packaging at launch, the product line has expanded with changes in packaging forms such as bottles and cans, as well as particle sizes. The lineup includes Sun Pepper (bottle, can), Sun Pepper (pouch), Coarse Sun Pepper (bottle), whole peppercorns for grinding ▲Whole Black Pepper (bottle), ▲Whole White Pepper for grinding ▲Color Pepper Salt for grinding ▲Smoked Pepper Salt for grinding.

Among these, the Smoked Pepper Salt for grinding, released last year, blends black pepper smoked with beechwood chips and rock salt, adding rich smoky aroma and the original flavor of pepper to various dishes. The 'Gosohoo Convenient Seasoning,' which contains three essential seasonings?pepper, red pepper powder, and salt?in one container, is favored by campers for its portability.

Currently, some large food companies and small and medium-sized enterprises also sell consumer pepper products, but they cannot compete with Sun Pepper. Industry insiders estimate that Ottogi Sun Pepper holds a market share of 98%. This surpasses the 80-90% market share of Ottogi's flagship products, mayonnaise and ketchup, which have been on the market for over 50 years.

Sun Pepper is used like a flavor enhancer in various dishes and recently has been utilized in collaboration products targeting the MZ generation (Millennials + Generation Z). A representative example is the launch of 'Sun Pepper Ramen (Spicy, Beef Bone Soup flavor)' in 2021, led by Sun Pepper. Last year, they introduced 'Sun Pepper Tteokbokki,' featuring an intense pepper flavor. This product includes a mini-sized Sun Pepper (1g) packet to adjust the spiciness. Additionally, they introduced 'Sun Pepper Coffee' in collaboration with the coffee specialty shop Jo & Dawson located in Yeonnam-dong, Mapo-gu, Seoul, and 'Sun Pepper Chicken,' a convenience store exclusive product.

An Ottogi representative stated, "We are continuously striving to develop products by finding food pairings that taste better with pepper," adding, "We plan to continue various attempts such as collaborating with the food and beverage industry and local restaurants and operating pop-up stores to promote the unique identity of Ottogi pepper."