HK inno.N, Samyang vying for young consumers with new hangover remedies

[Courtesy of HK inno.N Corp.]

As South Korea’s hangover remedy market shows signs of recovery post-Covid-19, companies like HK inno.N Corp. and Samyang Corp. are ramping up competition with new products targeting millennials and Gen Z consumers.

According to Samyang on Sunday, its zero-calorie hangover relief drink, “SangKwaeHan Booster Zero,” launched in January, has seen a 40 percent growth in monthly sales over the past six months. The company plans to leverage this product to establish itself as a leading brand in the industry, where HK inno.N’s “Condition” currently holds the top spot, with SangKwaeHan in second place.

Samyang has previously found success with non-beverage hangover remedies like jellies, which have been popular with the MZ generation. The latest product, featuring the alternative sweetener allulose, has further solidified their appeal among young consumers. In May, Samyang opened a pop-up store near Euljiro 3-ga Station, attracting around 1,000 visitors daily.

Allulose, a natural sugar found in figs, offers about 70 percent of the sweetness of sugar with virtually no calories. Samyang incorporates this sweetener, produced under its own brand, into SangKwaeHan.

Samyang is also actively seeking to expand its overseas market. The company has set a mid- to long-term goal of generating over 20 percent of SangKwaeHan’s revenue from international markets. Currently, the product is available in the United States, China, Mongolia, and Australia, though its global market share remains relatively small.

The domestic hangover remedy market, which shrank to 224 billion won ($164 million) in 2021 due to the pandemic, rebounded to over 300 billion won the following year. According to NielsenIQ Korea, last year’s sales of hangover remedies totaled 350 billion won, reflecting double-digit growth compared to the previous year.