Dongsuh Foods’ Maxim Mocha Gold marks its 37th anniversary this year. Since its first launch in 1989, Mocha Gold has consistently held the No. 1 spot in Korea’s coffee mix market. Over the past year, the equivalent of 5.3 billion cups was sold.
Dongsuh Foods has continued product development and innovation to match changing consumer tastes since introducing the world’s first coffee mix in 1976. From bean selection to roasting and extraction, it implemented a blend suited to Korean preferences based on technology accumulated throughout the process and consumer survey results.
The company said it has achieved the “golden ratio” that delivers consistent taste and aroma anytime, anywhere. It is also continuing ad campaigns to boost brand recognition. This year, with actor Park Bo-young as model, it presented the message “Let’s be happy now, a happy cup now.” Through a familiar cup of coffee, it conveys small everyday happiness and underscores its brand identity as Koreans’ soul coffee.
It is also unveiling limited-edition packages and goods to broaden consumer touchpoints. Dongsuh Foods, following last year, released the “Color of Maxim” special package under the theme “If happiness had a color.” Using the yellow of Maxim Mocha Gold, the ivory of White Gold, and the orange of Supreme Gold, it put together plates, cutlery, tissue cases, cups, and more. It also introduced “MCTI (Maxim Cup Type Indicator) Cup Season 2” goods that express paper cup usage habits by type.
It consists of four types: “Cup type,” which keeps the cup shape as is; “Shell type,” which stacks paper cups; “Back type,” which drinks upside down; and “Ratio type,” which seeks coffee’s golden ratio. It has also launched limited-edition packages in collaboration with various characters such as Kakao Friends, Minions, and Zanman Loopy, expanding touchpoints with younger consumers.
It is also conducting experiential marketing. Since 2015, it has operated pop-up cafés with various concepts such as tearooms, bookstores, and photo studios in major cities including Busan, Jeonju, Gunsan, and Gyeongju. “Maxim Gaok,” run for about a month in Gyeongju last year, won consumer approval as a space that combined traditional and modern sensibilities.
A Dongsuh Foods official said, “The authenticity in delivering our coffee expertise and the happiness a cup of coffee brings is why it has been loved for so long,” adding, “We will continue product development and a range of marketing activities going forward.”