Korea's hangover cure market is cooling fast. Major products that once thrived as "office party essentials" failed to overcome the big waves of declining drinking populations and changing company dinner culture, and recorded back-to-back negative growth.
According to the pharmaceutical industry on the 9th, Graeme, which produces "Yeomyung 808," a byword for hangover cures, posted about 14.6 billion won in sales last year. That figure plunged 22% from a year earlier. The weaker results led to deteriorating profitability. Last year's operating loss was 1.5 billion won, with the deficit widening roughly threefold from the previous year (-500 million won).
"Condition" by HK inno.N, the industry leader, is also struggling. Last year, Condition's sales were 52.1 billion won, down 12% from a year earlier. Compared with 2018, before COVID-19, when sales topped the 80 billion won range, the contrast is stark. Condition's share of total sales also slumped from 6.6% in 2022 to 4.9% last year.
ChoA Pharmaceutical's "ChoA Milk Thistle" is in even worse shape. It recorded 448 million won in sales last year, about half of the prior year. Dong-A Pharmaceutical Co.'s "Morning Care" also remained stuck, with last year's sales at only 10 billion won.
On top of weak results, tougher government regulations are deepening the industry's woes. The Ministery of Food and Drug Safety has required since last year that any product wanting to include wording related to "hangover relief" submit objective evidence through actual human trials.
Yeomyung 808 received an unclear-evidence ruling from the Ministery of Food and Drug Safety and barely won recognition late last year after twists and turns submitting supplementary data. In contrast, ChoA Milk Thistle did not submit supplementary data, so it is currently being sold in pharmacies and elsewhere without using wording related to "hangover relief."
An industry official said, "Since COVID, company dinners have visibly decreased, and drinking culture itself has changed, especially among younger people who prioritize health," adding, "We are seeking a breakthrough beyond the existing hangover-relief image through various dosage forms such as jellies, pills, and zero-calorie versions, and by building a healthy brand image."
Experts say improving fundamental drinking habits is needed rather than relying on hangover cures. They note that while hangover cures may help break down alcohol to some extent, they cannot serve as a shield that completely prevents liver damage.
Sung Pil-su, a gastroenterology professor at Seoul St. Mary's Hospital, warned, "If you must drink, men should limit themselves to three shots of soju and women to two or fewer, and always consume alcohol with food," adding, "Trusting hangover cures and binge drinking is a shortcut to harming liver health."
Sung added, "Avoid high-proof liquor and give your liver time to recover by drinking about once or twice a week—this is the best hangover remedy."