Maxim Mocha Gold: most beloved, iconic instant coffee

Dongsuh Foods’ Maxim Mocha Gold instant coffee mix products / Courtesy of Dongsuh Foods

Dongsuh Foods’ Maxim Mocha Gold is reaffirming its status as Korea’s most beloved instant coffee mix, marking its 37th anniversary this year.

Since its launch in 1989, the product has become a familiar part of everyday life for generations of Korean customers. Over the past year alone, cumulative sales reached approximately 5.3 billion sticks — equivalent to roughly 170 sold every second.

The brand’s lasting popularity stems from its signature balance of flavor and convenience, carefully refined over decades to suit Korean consumers’ tastes.

The origins of Maxim Mocha Gold trace back to the late 1980s. After introducing the world’s first coffee mix in 1976, Dongsuh Foods sought to develop a smoother and cleaner-tasting coffee as competition intensified in Korea’s growing instant coffee market.

Through years of experimentation involving roasting techniques and extraction methods, the company succeeded in creating a blend distinguished by its rich aroma and mild flavor profile. The result was Maxim Mocha Gold, which debuted in 1989 and quickly gained widespread popularity.

Actress Park Bo-young smiles with Maxim Mocha Gold instant coffee mix products. Courtesy of Dongsuh Foods

As of 2026, the product continues to hold the top market share in Korea’s coffee mix segment. Officials from the company attribute its longevity to what they describe as a “golden ratio” blend — a carefully calibrated recipe made from premium coffee beans and refined through extensive consumer research. The formula was designed to ensure a consistently satisfying taste regardless of who prepares it or where it is enjoyed.

In an effort to connect more closely with consumers, Dongsuh Foods recently unveiled a new advertising campaign for Maxim Mocha Gold featuring actress Park Bo-young.

The 30-second commercial delivers a warm and comforting message through soft, emotional storytelling.

The campaign highlights the role Maxim Mocha Gold has played in supporting and comforting people during life’s everyday moments, portraying the coffee mix as a long-standing companion in Korean daily life.

Maxim Mocha Gold instant coffee mix products / Courtesy of Dongsuh Foods

Beyond advertising, Dongsuh Foods has continued to engage consumers through immersive brand experiences across the country.

Since 2015, the company has operated Mocha Gold pop-up cafes in major cities including Busan, Jeonju, Gunsan and Gyeongju. The spaces were designed to appeal to both longtime fans and younger consumers, offering visitors opportunities to experience the brand in creative and nostalgic settings.

Each year, the pop-up venues adopted different concepts — ranging from traditional coffee houses and bookstores to post offices, radio stations and Korean-style homes — all decorated in Maxim Mocha Gold’s signature yellow color palette. The visually distinctive spaces became popular destinations, drawing visitors eager to share photos online.

“The brand’s enduring success reflects not only the company’s technical expertise in coffee production, but also its longstanding commitment to delivering “moments of relaxation and happiness through a cup of coffee,” a Dongsuh Foods official said.