Korean brands continue gaining international fans

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Korean brands continue gaining international fans

SATURDAY SKIN is gaining traction in the global market with its competitive products and packaging design. [SATURDAY SKIN]

SATURDAY SKIN is gaining traction in the global market with its competitive products and packaging design. [SATURDAY SKIN]

Korean brands and products are gaining popularity across the globe. Equipped with product power, Korean companies are strengthening footholds in overseas market with products targeting foreign customers.
 
CHA Bio Group’s skincare brand ‘SATURDAY SKIN’ is one of the K-brands that has successfully made inroads into the global market.
 
SATURDAY SKIN, which was aimed toward the global market from the start instead of the saturated domestic one, branded itself in accordance with U.S. market trends. The company launched an all-in-one skincare product targeting the U.S. beauty industry where color cosmetics products and perfumes are the mainstream.
 
The company adopted ‘CHA-7es Complex,’ a chemical-free ingredient developed by the CHA Stem Cell Institute. The ‘CHA-7es Complex’ includes seven peptides that facilitate skin repair.
 
Furthermore, the packaging is designed to catch the eye of millennials and Gen Z consumers, the company explained.
 
SATURDAY SKIN continues to grow with the annual growth ratefx remaining at 97 percent on average since its launch in 2017.
 
Its representative products include ‘Wide Awake Brightening Eye cream,’ ‘Pretty Pop Probiotic Power Whipped Cream’ and the award-winning ‘Yuzu Vitamin C Sleep Mask.’
 
Another Korean brand seeing success in the overseas market is Acmedelavie.
 
Launched in 2017, domestic fashion brand Acmedelavie drew the attention of the global market by preparing for overseas expansion prior to its launch. Acmedelavie opened 28 stores in China only a year after market entrance, and also made inroads into Russia, the Middle East, Asia and Australia.
 
By applying the Dongdaemun system — an integrated system that encompasses production and distribution process — Acmedelavie can promptly reflect market trends. The company continued to grow explosively and foreign sales accounts for 90 percent of revenue.  
 
Ceragem, well known for its therapeutic massage bed, has conversely advanced in the domestic market after achieving great success in the overseas market.
 
The household medical appliance company had set its eyes on the global market since 1998. By applying customer-centered experience marketing, Ceragem has continued to export its products to China, Europe, and Central and South America after the company entered the U.S. market in 1999.
 
 
 Ceragem launched some 120 experience zones in department stores and major supermarkets in Korea based on its overseas experience. Total sales are expected to increase more than 100 percent this year compared to 2020.

By Kim Ha-jin [kim.hajin@joongang.co.kr]
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