Maxim, the No. 1 brand in Korea's coffee mix market from Dongsuh Foods, is expanding touchpoints with Millennials and Gen Z by strengthening brand experiences in step with the spread of emotional consumption. Although it is a long-running brand of more than 40 years, it is being evaluated as securing new growth drivers by reinterpreting its brand asset to fit the so-called "feelconomy" trend that values emotional satisfaction and experiential value.
According to the industry on the 20th, Dongsuh Foods recently unveiled the "Color of Maxim" special package. Under the concept "If happiness had a color," it expanded the scope of brand experience by composing everyday-use goods such as towels, slippers, chair covers, and cups using the signature colors (yellow, ivory, orange) of Maxim Mocha Gold, White Gold, and Supreme Gold.
A Dongsuh Foods representative said, "Behind Maxim's ongoing connection with consumers lies a strategy of modernly expanding the brand value of delivering everyday happiness with a good cup of coffee, alongside coffee manufacturing technology," adding, "Dongsuh Foods is increasing consumer dwell time by presenting various projects that allow people to experience the brand anew in daily life."
Dongsuh Foods' "MCTI (Maxim Cup Type Indicator) ceramic cup goods," which classify consumer tendencies by how they use paper cups, drew online buzz among Millennials and Gen Z. It offered interactive fun by composing four types: ▲ the "perfection type" that doesn't crumple the paper cup ▲ the "destruction type" that crushes it right after drinking ▲ the "open type" that slightly pulls the rim to drink ▲ the "anxious type" that chews the edge. Consumers are sharing MCTI-type reviews on social networking services (SNS), spreading "Maxim's color experience" like a game.
Maxim has also added freshness to the brand with limited-edition collaborative packages featuring characters such as Kakao Friends, Universal Studios, Minions, Chunsik, and Zanmang Loopy.
Maxim's experiential marketing stands out even more in popup store operations. Since 2015, Dongsuh Foods has been touring major cities nationwide with the "Mocha Gold Popup Cafe" project, which has drawn a total of 550,000 visitors to date.
This year in Gyeongju, it operated "Maxim House," which combined the brand with the sensibility of hanok. Visitors enjoyed special coffee mix-based menu items such as "Mocha Gold cinnamon latte" and "White Gold mugwort latte," the "Gabae Gimisanggung" event to guess the product, and a mini millstone grinding experience, among other programs. The popup, which ran for about a month, drew 69,000 visitors.
In 2024, the "Maxim Alley" project was held for a month in Dalbit Village, Wolmyeong-dong, Gunsan, North Jeolla Province, attracting 120,000 visitors. The entire alley was arranged into themed spaces by Maxim product type—coffee mix, soluble, whole bean, and ready-to-drink (RTD) cup coffee—to realize a "brand experience you want to linger in." The project also won the "Good Advertising Award" in the OOH video category at the "33rd Good Advertising Awards chosen by consumers."
Dongsuh Foods plans to continue communicating with various generations by reinterpreting Maxim's brand message of "happiness" with a modern sensibility. A company official said, "Maxim has long built brand experiences that provide emotional satisfaction together with consumers," adding, "We will continue to pursue various projects so that consumers can create special moments with Maxim."