As coffee consumption rapidly shifts toward beans and capsules, Dongsuh Foods' flagship product and so-called "national coffee," Maxim Mocha Gold, marks its 37th year since launch.
According to Dongsuh Foods on the 20th, annual sales of Maxim Mocha Gold (by stick count) reach about 5.3 billion units. That works out to 170 sold per second. Even as consumer trends shift toward bean and capsule coffee, demand for instant coffee such as Maxim appears to have steadily held at a certain level.
Maxim Mocha Gold's edge lies in the "convenience" that has continued since the beginning. The mix form that combines coffee, creamer, and sugar in one place can be enjoyed anytime, anywhere with only hot water and no separate extraction process. In particular, with the introduction of stick packaging, portability and convenience improved, spreading from certain spaces like highway rest stops into everyday settings such as households and offices.
Another strength is its "standardized taste." By keeping the coffee bean blending ratio and manufacturing process consistent, anyone can get the same flavor. Unlike brewed coffee, whose taste varies by brewing method or environment, the ability to maintain a consistent taste anytime, anywhere has been a key advantage, Dongsuh Foods said.
More recently, the company has kept up with shifts in consumer trends such as healthy pleasure and wellness. In line with efforts to cut sugar intake, it has rolled out "zero sugar" products using alternative sweeteners instead of sugar. It is also expanding touchpoints with younger consumers by strengthening experiential marketing through pop-up stores (temporary shops). The strategy appears to be to keep the existing product structure while adding choices to suit the changing consumer environment.
A Dongsuh Foods official said, "The secret behind Maxim Mocha Gold being loved by consumers for more than 30 years is not only our know-how and technology but also the sincerity of sharing 'the relaxation and happiness of a cup of coffee,'" adding, "We will continue to focus on coffee's taste and aroma, steadily introduce a variety of products, and actively carry out marketing activities to communicate with customers."