Kwak Yeon-soo is a digital editor at The Korea Times creating, editing and curating digital content for the newspaper’s website, mobile app and social media. She previously covered a diverse array of cultural, political and business topics.
Red ginseng tubes gaining popularity
By Kwak Yeon-soo
Actor Jung Hae-in, a celebrity endorser of CheongKwanJang Everytime, attends a publicity event in Seoul, Sept. 3, to promote red ginseng extract Everytime. / Courtesy of KGC
By Kwak Yeon-soo
CheongKwanJang Everytime, a six-year-old Korean red ginseng extract that comes in a narrow, compact tube, is gaining wide popularity because it is convenient to carry and easy to eat, Korea Ginseng Corporation (KGC) said Tuesday.
Since its launch in 2012, CheongKwanJang Everytime has succeeded in targeting the younger generation through a variety of marketing strategies, which include using celebrities endorsements.
Due to such efforts, consumers in their 20s to 40s now account for nearly half of red ginseng consumers, according to the company.
The major advantage of CheongKwanJang Everytime is that it is convenient to carry. In fact, the majority of consumers were found to consume it away from home.
Some say they send ginseng tubes to their sons in the military or take them when traveling abroad.
In addition, CheongKwanJang Everytime can be purchased in convenience stores and health and beauty (H&B) stores, due to its simple and effective packaging.
The product can also be purchased through home shopping channels, duty free shops and e-commerce platforms.
“Red ginseng is well-known for its health benefits,” a KGC official said. “A growing number of consumers are choosing red ginseng to care for their health, as we offer a variety of products to choose from.”
The red ginseng pouches gained huge popularity after actor Song Joong-ki was seen eating it in the TV series “Descendants of the Sun,” which gained immense popularity across Asia.