Global lifecare brand Newon announced on December 18 that it will introduce its new children's height growth health functional food, "Magic Kid," through home shopping channels.
Magic Kid is a multifunctional product designed for bone formation, energy production, and normal immune function, utilizing the new ingredient "Hansomdeonggul Extract Powder (HSy2)," which has been recognized for its height growth functionality. Along with the key ingredient HSy2, it contains essential nutrients for growth such as vitamin K, zinc, niacin, and B vitamins. It is released in a tropical fruit-flavored jelly stick format, making it easy for children to consume daily.
HSy2 uses Hansomdeonggul grown in an eco-friendly manner in the Boseong region of Jeollanam-do as its raw material. Human and animal trials confirmed improvements in growth-related indicators such as daily growth rate, annual growth changes, and increases in growth plate-related figures.
Newon has selected Lee Junsu, the son of actor Lee Jonghyuk, as the advertising model for Magic Kid. He is well-loved for his bright and friendly image shown on the variety program "Dad! Where Are We Going?" A company representative explained, "He is the optimal model to deliver Magic Kid's healthy growth message to consumers in a relatable way."
A Newon representative stated, "Magic Kid is a health functional food developed based on the naturally derived ingredient HSy2, making it safer to consume," adding, "With its first launch through home shopping, more consumers will be able to directly experience Magic Kid's scientific formulation and unique features."
In the first half of this year, Newon launched "Key&Joy," which contains "Probiotic-Fermented Oyster Extract (FGO)," and achieved approximately 500 million won in sales during its first broadcast. Through this, Newon rapidly established itself as a growth solution company focused on functional ingredients.
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