Casus Activis en Sokchong: Maagzuurmedicijnen uit de apotheek bij indigestie

Dongwha Pharmaceutical's Hwalyungsu is the longest-running medicine, celebrating its 122nd anniversary this year. Hwalyungsu was developed in 1897 by 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 and cholera, 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 from the sale of Hwalyungsu.

Hwalyungsu contains various ingredients such as 'Zanthoxylum schinifolium' that stimulates gastric motility, 'Corydalis turtschaninovii' that relieves abdominal pain and has antibacterial effects, 'Myristica fragrans' that has antidiarrheal and anti-inflammatory effects, and 'Cinnamomum cassia' that reduces abdominal pain and diarrhea, helping to improve symptoms such as indigestion, loss of appetite, and overeating.

Hwalyungsu holds the No. 1 spot in liquid digestive medicine sales, maintaining a market share of approximately 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 why Hwalyungsu has been able to maintain its current reputation is attributed to its continuous pursuit of change.

In 1967, Dongwha Pharmaceutical launched Gas Hwalyungsu, which enhanced the refreshing effect by adding carbonation to the existing Hwalyungsu's efficacy. In 1991, the brand was renewed to 'Gas Hwalyungsu-Q', and in 2015, 'Miin Hwalyungsu' was introduced, which is effective in improving women's indigestion and intestinal function. Currently, a total of six products are available, including Hwalyungsu, Gas Hwalyungsu-Q, Miin Hwalyungsu, Koma Hwalyungsu, and Gas Hwal and Miin Hwal, which are sold at convenience stores.

In particular, Dongwha Pharmaceutical has also actively pursued collaborations with various brands, such as the clothing brand Guess and Kakao characters, in an effort to maintain the value of its traditional brand and connect with new consumers. These changes and the launch of a diverse range of products for all ages have contributed to the continued popularity of the Hwalyungsu brand.

A Dongwha Pharmaceutical official said, "In the future, we will continue our social contribution activities that convey the value of 'life-saving water' Hwalyungsu, and we will continue to expand communication channels with consumers through unique marketing activities such as collaborations."

◆ Jongnoondang's 'Sokcheong', which has been consistently loved for 31 years, strengthens its online marketing efforts

There is another product that has consistently received the love of many consumers alongside Hwalyungsu. It is Jongnoondang's 'Sokcheong', which was launched in 1989.

'Sokcheong' is a liquid digestive medicine that aids digestion through a dual action by combining sanitary medicine and pharmaceuticals. It contains traditional herbal ingredients such as cinnamon, Zanthoxylum schinifolium, ginger, Gentiana scabra, and licorice mint, which suppress cramping pain in the stomach and promote gastrointestinal motility, facilitating smooth gas expulsion. Sokcheong contains hydrochloric carnitine, which stimulates gastric acid secretion, promotes gastric peristalsis, increases gastric blood flow, and enhances gastric function. It also enhances flavor and taste, making it easy for consumers to take even when experiencing the discomfort of indigestion.

Jongnoondang enhanced the flavor and taste of the herbal digestive medicine 'Sokcheong' to make it easier for consumers to take even when experiencing the discomfort of indigestion.

Jongnoondang is strengthening its marketing efforts for 'Sokcheong', which has high brand recognition but relatively low sales. Since last year, Jongnoondang has been targeting young consumers through online advertisements featuring stars like Moon Se-yoon.

A Jongnoondang official said, "Although it's an old product, we are implementing marketing strategies such as using friendly celebrity models to appeal to young people." "Recently, with the increasing consumer preference for herbal products, we are gaining positive responses from consumers. We plan to approach consumers more actively with marketing efforts to help those suffering from indigestion resolve their discomfort quickly and safely."