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KGC taps travel retail to boost red ginseng awareness
2025. 5. 26
(Photo) JungKwanJang Everytime Studio at Seoul Incheon International Airport Terminal 2.
(Korea Ginseng Corporation)
Korea Ginseng Corporation (KGC) is tapping on travel retail to grow global awareness of its core red ginseng products.
The company opened an experimential store ‘Everytime Studio’ in Incheon Airport Terminal 2 earlier this year.
There was also an expansion of duty-free exclusive products such as the ‘Healthy Trip Set’ to target both domestic and international travellers.
The company told NutraIngredients-Asia that they see travel retail as a channel crucial in growing global awareness of red ginseng.
“We see travel retail as a strategic platform to raise global awareness of the JungKwanJang brand and to expand sales through major international distribution channels.
Accordingly, we are committed to both domestic and overseas markets," said the firm.
While the travel retail stores included its core bestsellers, the company has developed products and promotions tailored to the needs and trends of travellers.
An example is duty-free exclusive product 'Everytime Film Fresh', a light film-type red ginseng product with mint and is designed to travellers on the go.
The 'Everytime' series is designed for convenient daily wellness.
Its other duty free exclusive products are I-Pass' for teenagers, and 'Hwal Gi Ryeok' available in small-size or seasonal limited editions.
Product flavours were also another way of reaching out to tourists, said the company.
"To meet global customer preferences, JungKwanJang has released various flavors such as
hallabong (citrus), pear, and mint, and product formats including stick, film, and ampoule types.“
Another strategy that it has adopted is to work on the product packaging such that it could be presented as a souvenir.
Traditional Korean designs, for example, are found in its "Everytime K-Heritage Edition" and "Signature Edition" of red ginseng products.
The company is increasing its focus on travel retail amid the ongoing travel boom post-pandemic.
"Following the pandemic, as demand for overseas travel recovers and interest in daily heath and immunity grows, traveller demand for JungKwanJang's premium red ginseng products is also increasing.“
KGC works with duty-free chains The Shilla, Shinsegai, Hyundai, Lotte, and JDC. Outside of South Korea, JungkwanJang products are also sold in duty-free stores in Japan, Hong Kong, Vietnam, Taiwan and more.
So far, its bestsellers include ‘Hong Sam Jeong Royal’(Korean Red Ginseng Extract Royal) and ‘Everytime Royal’ in the Shilla stores at the airports.
In fact, the company has observed duty free sales spike during the Lunar New Year holiday. This has therefore also inspired it to develop seasonal products.
In May, it released the ‘Healthy Trip Set’, a duty-free exclusive wellness kit targeting family travelers.
It is also planning seasonal promotions for travelers during peak vacation periods such as the upcoming July summer holidays.