Cass Activated Carbon Water and Sokcheong: Over-the-Counter Antacids for Indigestion

Dongwha Pharmaceutical's Hwalyungsu is the longest-running pharmaceutical product, celebrating its 122nd anniversary this year. Hwalyungsu was developed in 1897 by Gungjung Seonjeon-gwan (Royal Court Physician) Min Byeong-ho, who combined traditional court prescriptions with the convenience of Western medicine. In the late 19th century, when many people died from indigestion, cholera morbus, etc., it was called 'life-saving water' and used as a panacea. At that time, Dongwha Yakbang (currently Dongwha Pharmaceutical) also supported the independence movement with funds earned from selling Hwalyungsu.

Hwalyungsu contains various ingredients such as 'Jinpi' (Aurantii Nobilis Pericarpium), which stimulates gastric motility; 'Hyunhoeseok' (Corydalis Tuber), which relieves abdominal pain and has antibacterial effects; 'Yukdugu' (Myristicae Semen), which has antidiarrheal and anti-inflammatory effects; and 'Yukgye' (Cinnamomi Cortex), which reduces abdominal pain and diarrhea. It helps improve symptoms such as indigestion, loss of appetite, and overeating.

Hwalyungsu holds the No. 1 spot in liquid digestive sales, maintaining a market share of about 73%. According to Dongwha Pharmaceutical, the total number of Hwalyungsu bottles produced in Korea to date is estimated to be over 8.5 billion.

The reason behind Hwalyungsu's enduring popularity can be attributed to its constant pursuit of change.

In 1967, Dongwha Pharmaceutical launched Gas Hwalyungsu, which enhanced the existing Hwalyungsu's efficacy with the addition of carbonation for a refreshing feel. In 1991, the brand was renewed to 'Gas Hwalyungsu-Q', and in 2015, 'Miin Hwalyungsu' was introduced, specifically designed for women to address digestive issues and improve intestinal function. Currently, a total of six products are available: Hwalyungsu, Gas Hwalyungsu-Q, Miin Hwalyungsu, Kkoma Hwalyungsu, Gas Hwal (sold at convenience stores), and Miin Hwal Hwal (sold at convenience stores).

In particular, Dongwha Pharmaceutical has actively sought collaborations, such as with the clothing brand Guess and Kakao characters, to maintain its traditional brand value and reach new consumers. These changes and the launch of diverse products for all ages have contributed to the consistent popularity of the Hwalyungsu brand.

A Dongwha Pharmaceutical official stated, "We plan to continue our social contribution activities that convey the value of 'life-saving water' Hwalyungsu, and also continuously expand communication channels with consumers through unique marketing initiatives like collaborations."

◆ 'Sokcheong' by Jongen Dang, enjoying 31 years of consistent love, intensifies online-focused marketing

Alongside Hwalyungsu, there's another product that has consistently garnered the affection of numerous consumers: Jongen Dang's 'Sokcheong'. It was launched in 1989.

'Sokcheong' is a liquid digestive medicine that combines sanitary and pharmaceutical ingredients for a dual action digestive aid. It contains traditional herbal ingredients such as cinnamon, Aurantii Nobilis Pericarpium, Ginseng, Gentiana Scabra, and licorice, as well as peppermint. These ingredients suppress spasmodic pain in the stomach and promote gastrointestinal movement for smoother gas expulsion. Sokcheong also contains hydrochloric carnitine, which stimulates gastric acid secretion, accelerates gastric peristalsis, increases gastric blood flow, and improves stomach function. Furthermore, its distinctive aroma and taste make it convenient for consumers to take, even when experiencing discomfort due to indigestion.

Jongen Dang has enhanced the aroma and taste of the herbal digestive medicine 'Sokcheong' to ensure that consumers find it convenient to take, even when experiencing discomfort due to indigestion.

Jongen Dang is strengthening its marketing efforts for 'Sokcheong', which, despite its high recognition, has seen relatively lower sales. Since last year, the company has been targeting younger consumers through online advertisements featuring celebrities like Moon Se-yoon.

A Jongen Dang official said, "Despite being an established product, we are implementing marketing strategies like using friendly celebrity endorsers to appeal to younger consumers." "With the recent increase in consumer preference for herbal remedies, we are gaining positive responses. We will continue to actively engage in marketing efforts to help consumers who suffer from indigestion quickly and safely alleviate their discomfort."