Boryeong Consumer Healthcare Launches Yonggaksan Cool x Kungya Restaurants Collaboration Product

Opportunity to Expand Awareness Among Younger Generations

Boryeong Consumer Healthcare, a subsidiary of Boryeong Corp., announced on June 16 that it will launch a collaboration product for the expectorant Yonggaksan Cool in partnership with the popular character brand "Kungya Restaurants."

Kungya Restaurants is an IP developed by M&V and is a spin-off brand of "Kungya." The brand has continued collaborations with various products and brands. Recently, its KakaoTalk emoticon set achieved the number one spot in popularity within a single day of release, gaining significant popularity among people in their 20s and 30s.

Photo of Yonggaksan Cool-Kungya Restaurants collaboration product. Photo by Boryeong

Boryeong Consumer Healthcare plans to introduce a product featuring the "Onion Kungya" character from Kungya Restaurants on the packaging. In April, the company participated in the Kungya Restaurants pop-up store held at Yeongdeungpo Times Square, where it pre-released this limited-edition package. In particular, the Yonggaksan Cool photo zone showcased the product and collaboration artwork, and approximately 150,000 visitors over 17 days were introduced to the excellence of Yonggaksan Cool.

Yonggaksan Cool is a product that processes a total of six herbal ingredients, including Platycodon root powder and licorice, into a fine powder form. The fine powder acts directly on the throat mucosa, promoting mucus secretion and ciliary movement, thereby expelling harmful substances without irritation. As a result, it is effective in immediately relieving a variety of throat symptoms, including cough, phlegm, throat pain, swelling, discomfort, and hoarseness. In addition, various flavors such as peach and mint are added to reduce the unique smell of herbal ingredients, and the product is individually packaged in single-use sticks to enhance portability and ease of use.

According to the pharmaceutical market research firm IQVIA, the Yonggaksan brand recorded sales of 26.7 billion won last year, maintaining the number one position in the over-the-counter cough remedy segment with approximately 30% market share. Boryeong Consumer Healthcare plans to use this brand collaboration to increase interest among people in their 20s and 30s and to focus on expanding the market dominance of the Yonggaksan brand, which consists of Yonggaksan and Yonggaksan Cool.

Lee Jiyeong, the manager in charge of the Yonggaksan brand at Boryeong Consumer Healthcare, said, "This collaboration between brands was planned to newly highlight the strengths and appeal of Yonggaksan Cool to people in their 20s and 30s," adding, "We will continue to promote the excellence of the Yonggaksan brand through various marketing activities based on current trends."