Lee Gyu-lee is a business writer at The Korea Times, focusing primarily on IT & telecommunications, the Ministry of Trade, Industry and Energy and KOTRA. Prior to this, she has covered a wide range of cultural news, from film, television and K-pop to lifestyle and fashion.
Dongsuh Foods' Maxim celebrates over 40 years of consumer engagement
Limited-edition Color of Maxim merchandise / Courtesy of Dongsuh Foods
By Lee Gyu-lee
Since its debut more than four decades ago, Dongsuh Foods' flagship coffee brand Maxim has enriched consumers’ everyday lives by combining manufacturing expertise with a commitment to delivering happiness through “a good cup of coffee,” the core value behind Maxim’s continued success.
In line with the growing “feelconomy” trend here, which emphasizes emotional satisfaction and experiential value over functional benefits, Maxim has broadened its happiness-focused brand message to include special consumer engagements.
“Maxim has long stood by consumers, sharing its brand message of ‘happiness’ by offering unique and delightful experiences to their daily lives,” the company’s official said.
“We remain dedicated to continuing to create special moments for people of all generations to enjoy Maxim together.”
The recently launched special package, Color of Maxim, reimagines its signature lineups, Mocha Gold, White Gold and Supreme Gold, offering limited-edition merchandise, such as towels, slippers, chair covers and cups in their signature colors of yellow, ivory and orange. It allows consumers to rediscover Maxim in new and joyful ways.
The innovative Maxim Cup Type Indicator (MCTI) collection also resonates strongly with younger consumers, with four distinct cup types based on individual drinking habits: "perfect" who never crumples disposable cups, "breaker" who crumples the cup after drinking, "opener" who gently pulls the cup's rim close before sipping and "anxious" who bites on the cup. This campaign encourages consumers to share and celebrate their unique coffee experiences, further amplifying Maxim’s colorful brand message.
The picture shows four different types of cups for the Maxim Cup Type Indicator campaign. Courtesy of Dongsuh Foods
Maxim has also collaborated with popular characters such as Kakao Friends, Minions and Zanmang Loopy, releasing limited-edition packages that add freshness to the brand.
Dongsuh Foods has continued to open pop-up stores for people to experience the Maxim brand firsthand. This year, it opened Maxim House in the historic city of Gyeongju, North Gyeongsang Province, mixing the warm hospitality of a traditional hanok with the brand’s comforting spirit.
The pop-up event offered special drinks based on the brand’s products, such as Mocha Gold Cinnamon Latte and White Gold Mugwort Latte, coffee-themed games and even mini coffee grinding experiences for guests. Over 69,000 visitors attended during the month-long event.
In 2024, the brand transformed an entire alley in Gunsan into Maxim Alley, welcoming more than 120,000 attendees in just a month. The event partnered with five local shops and featured immersive spaces where visitors could sample the brand’s products from instant mixes to ready-to-drink varieties.
This initiative even won an accolade in the out-of-home video ad category at the Korea Advertising Association’s annual advertisement awards earlier this year.
Since 2015, Dongsuh Foods has operated a series of Mocha Gold pop-up cafes across major cities, including Busan, Jeonju, Gunsan and Gyeongju. From Mocha Dabang (a retro-style cafe) in Jeju and Mocha Bookstore in Seoul’s Seongsu-dong to Mocha Photo Studio in Busan and Mocha Post Office in Jeonju, the brand has continuously engaged younger consumers and coffee lovers nationwide. Altogether, these pop-up events attracted more than 550,000 visitors.