Sanyangsa's hangover remedy brand, 'SangkKwaeHwan,' is accelerating its global expansion with its entry into the Japanese market. Specifically, it has entered the Japanese offline market in earnest by placing SangkKwaeHwan and SangkKwaeHwan Stick Shine Muscat flavor products in Lawson, one of Japan's three major convenience store chains. This achievement, accomplished after navigating Japan's stringent customs procedures, is seen as a strategic move by Sanyangsa to expand its presence in the Japanese hangover remedy market.

Sanyangsa's SangkKwaeHwan Makes a Full-Scale Entry into the Japanese Market

Sanyangsa laid the groundwork for its entry into the Japanese market in March by signing an import and export contract with the domestic joint venture company, Haneul H&B. Subsequently, Japanese distributor CENQUR handled local marketing and distribution, with sales of SangkKwaeHwan beginning in May at large variety stores like Don Quijote and major supermarkets like Aeon Hokkaido and Life. From October 1st, it will be stocked in approximately 10,000 Lawson convenience stores across Japan, marking the start of full-scale sales. This will serve as an opportunity to introduce Sanyangsa's product to the Japanese hangover remedy market and inform consumers about SangkKwaeHwan's superior hangover relief effects and ease of consumption.

Localization Strategy Targeting the Japanese Market

The SangkKwaeHwan Stick Shine Muscat flavor launched in the Japanese market differs from the existing domestic product by adding 'Ukon' (turmeric extract), a preferred ingredient among Japanese consumers, making it a product tailored to local needs. The standard SangkKwaeHwan product also received export approval after adjusting the ingredient composition to meet Japanese regulations. This demonstrates Sanyangsa's thorough analysis of the Japanese hangover remedy market and its focus on developing products suited to the local market, leading to high expectations for successful market entry.

The Japanese Hangover Remedy Market: An Opportunity for SangkKwaeHwan

The Japanese hangover remedy market is valued at approximately 350 billion won, larger than the South Korean market and with higher growth potential. While major products include beverage-type hangover remedies like 'Ukon no Chikara' and 'Hepalyse,' Sanyangsa offers consumers a new choice with its differentiated pill and stick formats. Its quick hangover relief effects and convenient portability are expected to be well-received by young people and women in Japan.

Sanyangsa plans to implement various marketing strategies targeting consumer segments in Japan where hangover remedy culture is not yet well-established. The company plans to leverage the product's strengths to capture a niche market by focusing on underserved segments within the Japanese hangover remedy market. This mirrors the strategy used in 2013 when SangkKwaeHwan was first introduced in South Korea, where Sanyangsa established its position in the domestic hangover remedy market through a differentiated approach.

Global Market Expansion

Sanyangsa has been actively pursuing global market entry since 2022, selling SangkKwaeHwan in over 10 countries, including the U.S., China, Thailand, and Australia. The company is primarily promoting the product through local Korean supermarkets and distribution channels, fostering the spread of hangover remedy culture. The recent entry into Lawson in Japan will serve as a crucial milestone in Sanyangsa's global market expansion plan.

SangkKwaeHwan's global expansion is a strategic move to transcend the limitations of the domestic market and reach a wider audience. Sanyangsa plans to expand its presence in the global hangover remedy market by conducting various local marketing activities not only in Japan but also in other countries, widely promoting SangkKwaeHwan's superior product quality.

SangkKwaeHwan's Growth and Future

Sanyangsa plans to further solidify its position in the Japanese market by introducing various products tailored to the preferences of local consumers. By emphasizing SangkKwaeHwan's superior hangover relief effects and ease of consumption, the company aims to overcome the limitations of the domestic market and accelerate the expansion of overseas sales channels.

Hong Sung-min, Head of Sanyangsa's H&B Business PU, stated, “We will actively target the Japanese market with SangkKwaeHwan’s superior hangover relief effects and convenient portability as our strengths. Through diverse local marketing efforts, we plan to overcome the limitations of the domestic market and strengthen SangkKwaeHwan’s position in overseas markets.”

As a leader in the hangover remedy market, Sanyangsa will continue to expand its presence in both domestic and international markets through innovative products and differentiated strategies.

※ This article is a cleaner version of a press release from the company.