Dong Suh’s coffee mix sells millions

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Dong Suh’s coffee mix sells millions

Maxim Supreme Gold coffee mix offer rich flavors and a creamy texture. [DONG SUH FOODS CORPORATION]

Maxim Supreme Gold coffee mix offer rich flavors and a creamy texture. [DONG SUH FOODS CORPORATION]

 
Dong Suh Foods Corporation’s Maxim Supreme Gold, a premium coffee mix, was introduced in August this year, selling over 230 million cups during the first month after its launch.  
 
“The creamy texture resemble coffee at a high-quality cafe.” “It’s perfect for making cafe-style drinks at home.” “The richness of the coffee ensures a great taste and plenty of joy.” These are just a few of the many reviews left on social media posts about the product.  
 
The taste, scent and packaging of the coffee mix are all sophisticatedly coordinated to attract all customers. Particularly, the MZ generation — made up of millennials and Gen Z. As the name suggests, Maxim Supreme Gold offers a rich flavor and taste, breaking the stereotype of mix coffee products. It also adds a strong scent of coffee with a hint of sweetness, satisfying both the mouth and nose.  
 
Maxim Supreme Gold is packaged in boxes with bright and warm colors. The swirls and soft lines that decorate the box emphasize the softness of the coffee as well as its well-balanced sweetness. It fulfills all the needs and interests of young Koreans, appealing as the perfect option for a daily intake of caffeine.  
 
The product directly reflects a recent trend among potential coffee mix purchasers that highlight the milky and soft textures of coffee while maintaining the strong aroma of roasted coffee beans. Dong Suh Foods Corporation selected coffee beans that showed the best synergy with milk and used the best roasting measures to match the beans based on consumer research. In order to design the perfect mix coffee that fits the trend for flavorful coffee with a sweet and creamy texture, Maxim Supreme Gold includes a milky latte cream. This innovative ingredient boosts flavors and ensures consumers enjoy a sweet and creamy experience.  
 
“Maxim Supreme Gold the first new coffee mix brand Dong Suh Foods Corporation has introduced in nine years,” said a marketing official from the company. “We have endeavored to identify the tastes of the MZ generation and we hope that this new coffee mix becomes a small but blissful moment in your day.”
 
In terms of marketing, Dong Suh Foods Corporation is rolling out collaborative limited-edition versions to attract the interest of Young Koreans.  
 
In July this year, Maxim introduced packaging for its mix coffee based on Minions, the popular Pixar animated characters. This was the fifth collaboration Maxim had made after working with Kakao Friends, Kitty Bunny Pony, Moomin and Universal Studio.
 
The special package was used on Maxim Mocha Gold Mild, Maxim White Gold and Maxim Supreme Gold. The packages and individual coffee sachets all featured Kevin and Bob, the loveable rascals from the movie. Buyers of this product were given an additional gift with illustrations of Minions.  
 
Since introducing Maxim Mocha Gold to the market in 1989, Maxim has constantly made efforts to adapt to changing trends and creating selective options for customers. As a result, Maxim has firmed its grounds as a leader in the Korean coffee mix market with a variety of options for customers to enjoy.  

BY LEE HYE-IN [lee.hyein@joongang.co.kr]
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