KGC Ginseng Corporation, Cheong Kwan Jang Hwa Ae Rak Exceeded 5 Million Sets in Cumulative Sales
Cheong Kwan Jang’s women’s health brand ‘Hwa Ae Rak’, which celebrates its 20th anniversary this year, has surpassed the cumulative sales volume of 5 million sets. The turnover exceeds 550 billion won.
‘Hwaaerak (和愛樂)’ is a women’s specialty brand created by Jeong Kwanjang with the meaning of sharing a ‘harmonious life (和), a loving life (愛), and a pleasant life (樂)’. Since it was first introduced in 2003, it has established itself as a representative brand for women and has been consistently loved.
The health functional food market for menopausal women grew to 300 billion won in 2014 and reached a golden age, but then collapsed in 2015 due to the ‘fake white man wave’. It was KGC Ginseng Corporation’s ‘Cheongkwanjang Hwaaerak’ that revived this market, which collapsed to 50 billion won in 2016.
In March 2016, KGC Ginseng Corporation launched CheongKwanjang ‘Hwaaerak Gin’ as a functional red ginseng product for menopausal women and was recognized for its functionality to help menopausal women’s health by the Ministry of Food and Drug Safety. ‘Hwaaerak Gin’ contains 6-year-old red ginseng that helps menopausal women’s health, as well as plant ingredients such as peony, angelicae, and bamboo leaves. It is easy to carry and consume in the form of a liquid pouch.
With the launch of ‘Hwaaerak Jin’, the sales of Cheongkwanjang’s ‘Hwaaerak’ brand in 2016 nearly tripled compared to the previous year, becoming the representative brand of Cheongkwanjang, selling an average of about 80 billion won a year. Since its release, ‘Hwa Ae Rak Jin’ has sold 2.4 million sets.
The second most popular product after ‘Hwa-Ae-Rak Jin’ is ‘Hwa-Ae-Rak Bon’. The cumulative sales volume reached 1.2 million sets. ‘Hwa Ae Rak Bon’ is a product made by targeting women in their 30s who are weak due to marriage, childbirth, and childcare. It is made by adding 6-year-old red ginseng as the main ingredient, peony, bamboo leaves, bokryeong, baekchul, angelica, and soybeans, as well as pomegranate, cranberry, and lemon balm.
‘After Hwa Ae Rak’ provides a well-aging solution for women to live a dignified life after menopause in the age of 100. It is made with 6-year-old red ginseng, antlers, three major mushrooms such as Sangha, reishi, and chrysanthemum, as well as angelica, peony, bamboo leaf, bokryeong, and baekchul.
On the other hand, in 2018, KGC Ginseng Corporation introduced ‘Hwaaerak Innergetic’, an inner care product for women in their 20s and 30s for a lively day. Last year, it launched the inner beauty line ‘Inergenic Skin’ and ‘Ingergenic Body’, expanding the consumer base to the younger generation. A total of 800,000 sets of ‘Hwaaerak Inergetic’, a jelly-stick product made by adding dietary fiber, hyaluronic acid, and lemon balm to 6-year-old red ginseng have been sold so far. It is especially popular among women in their 20s and 30s.
An analysis of monthly sales of Cheong Kwan Jang ‘Hwa Ae Rak’ showed that the monthly sales of households in May were more than double the average monthly average. In particular, during this period, the 2030 generation accounted for 26% of the customers who purchased ‘Hwaaerak Jin’. It is interpreted that there is a lot of demand to purchase it as a gift for mothers on the occasion of Family Month. Last year, the sales of Jeonggwanjang Hwaaerak for the 2030 generations during Family Month increased by 88% compared to the average monthly average.
Kim Min-ju, brand manager of KGC Ginseng Corporation, said, “Cheong Kwan-jang Hwa Ae-rak is a women’s health specialty brand that takes care of women’s entire life so that they can enjoy the healthy youth that women dream of. “I come here a lot for management,” he explained.
[본 기사는 매경이코노미 제2156호 (2022.04.27~2022.04.26일자) 기사입니다]
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