Kolmar Korea在日本设销售子公司拓展解酒饮料海外市场

Kolmar Korea, which has been aggressively targeting the overseas hangover cure market, has established a sales subsidiary in Japan. After opening new hangover cure markets in Southeast Asia and boosting sales there, the company is now entering Japan in a bid to offset sluggish domestic business.
According to industry sources on the 15th, Kolmar Global, a subsidiary of Kolmar Korea Holdings, recently established a Japanese sales corporation, HK Global Japan LLC. Kolmar Global is responsible for the overseas distribution of hangover cures such as "Condition" and health functional foods. It operates sales subsidiaries in Singapore, the Philippines, and Vietnam. Kolmar Korea explained that Global Japan will handle the distribution of hangover cures such as Condition and the hair care brand "Anok" in Japan.
Japan is expected to be a relatively easy market to enter, as its functional beverage market, including hangover relief products, is well developed. The industry estimates the size of Japan's hangover cure market at about 350 billion won. Samyang also entered the Japanese market last October by placing its "Sanggwaehan" product in the convenience store chain "Lawson."
Earlier, Kolmar Global sold more than 1 million bottles of Condition annually in Vietnam in 2023 and steadily targeted the Southeast Asian market by entering Singapore's health and beauty (H&B) store "Guardian." A Kolmar Korea official said, "In Southeast Asia, the product category of hangover cures is still largely unfamiliar, and in Vietnam in particular, there is no product category for hangover cures at all, so we are creating a new market."
Kolmar Korea's move is interpreted as a strategy to target the rapidly expanding overseas market, in contrast to the stagnant domestic hangover cure market. Sales at the H&B business division of affiliate HK inno.N, which produces hangover cures, declined for three consecutive years, from 94 billion won in 2023 to 92.4 billion won in 2024 and 77.7 billion won last year. The disappearance of company dinner and drinking culture following COVID-19 had a significant impact.
Kolmar Global also plans to nurture hair care brands by utilizing the overseas distribution network built around Condition. It launched the hair care brand "Anok" in June last year and is developing the business using its overseas subsidiaries in Vietnam, the Philippines, and Singapore as bases.
An industry official said, "In the past, domestic beauty manufacturers focused on securing overseas production bases, but recently there has been a clear move to establish local sales corporations and build distribution networks together." The official added, "Operating a sales corporation directly allows for rapid response to market changes and is advantageous for brand development."