25 Years of Customer Trust... K-Probiotic 'Will'

1 trillion KRW in sales in the first year... A phenomenal hit
Exports to China last year... Eyeing the US market

hy's fermented milk product launched in 2000, 'Helicobacter Project Will' (hereinafter Will), is a brand that has pioneered a new area called stomach health functionality and has maintained 'customer trust' for the past 25 years.

Will recorded a phenomenal hit by surpassing 100 billion KRW in sales in its first year of launch. While existing fermented milk products all focused on intestinal health, Will focused on stomach health. The technological foundation aligned well with the era's background. At that time, interest in Helicobacter pylori was gradually increasing in Korea.

The representative fermented milk product of hy released in 2000, 'Helicobacter Project Will'. Provided by hy

In particular, the advertisement featuring Dr. Barry Marshall from Australia, who was the first in the world to successfully culture Helicobacter pylori, was at the center of attention. The company explains that this advertisement applied one of the representative marketing principles called the 'endorsement effect.' A company official said, "Simply put, it is selling the authority of an expert by featuring a respected person or expert in the field to transfer a fact already verified by consumers to the product, thereby increasing credibility."

Will's challenge at 25 years old is ongoing. It has grown into a brand that sells about 300 billion KRW annually as a single product in the fermented milk market worth 20 trillion KRW, continuing a monumental history in the domestic fermented milk market. In September last year, it started exporting to China. Currently, it is also preparing for exports to the United States. It is pushing for entry into 'H Mart,' the largest Asian market chain in the Americas, within this year. Afterwards, it plans to expand the market to Southeast Asia, starting from Thailand. The method involves supplying raw materials and producing and selling locally in Thailand.

Consumer trends have rapidly changed in connection with social and cultural issues. hy has improved the product 11 times over 25 years since its launch, based on its own research and technological capabilities. Through this, it has secured differentiated quality and a sense of trendiness. This is why Will has become the leading brand in the functional fermented milk market. A hy official said, "We are pleased to introduce 'Helicobacter Project Will,' born purely from domestic technology, to overseas consumers," adding, "Based on the competitiveness of Korea's No. 1 fermented milk, we will enhance the status of 'K-Probiotics' in the world."