Corn silk tea has been found to be one of peoples' most beloved drinks.
According to recent research that took a close look at the domestic beverage market, spanning the first to the third quarter last year and which was released by the Ministry of Agriculture, Food and Rural Affairs, the drink came in first place, grabbing 23.9 percent of the year's industry-wide sales. Corn silk tea sold KRW 48 billion worth of drinks in the first three quarters last year.
One of the main factors behind corn silk tea having caught on across the nation recently is Kwang Dong Pharmaceutical's ambitious "Kwang Dong corn silk tea" project, which it launched in 2006. The company touted something called a "V-line" in its marketing pitch, meaning that it gives the drinker a slim and sharp jaw line, making the chin into a V shape. Boasting zero calories and a wholesome flavor as well, the beverage hit the mark and sold more than 30 million bottles in just nine months after its release.
As it can be enjoyed like water, with no worries about sugar content or food coloring, the drink has so far become a steady seller.
"Noticing the trend that more and more consumers are caring for their looks and health, we came out with a drink that has the selling point of giving you a 'V-lined jaw line,' which might appeal to potential consumers eager to have a slimmer chin line," said an official from Kwang Dong Pharmaceutical.
The popularity of corn silk tea has grown in other markets as well. Kwang Dong's corn silk drink has hit markets in the U.S., Japan, mainland China and Taiwan, too. In 2012, in particular, when the brand was first exported to Taiwan, the country's famous model, Hannah Quinlivan, popularized the tea drink and then it boomed. The beverage since has earned lots of attention from local media such as TV channels, radio stations, magazines and newspapers.
In 2011, the U.S. news outlet CNN introduced the Kwang Dong drink, too, in an October 13 article titled, "20 Delicious Korean Drinks."
"The drink promises to give you a 'V-line,' meaning a slim and sharp jaw line that ends in a V at your chin," the news outlet said. "The tea can be made with dried corn silk or with dried and roasted corn kernels, or a combination thereof," it continued.
At that time, experts agreed that the drink has positioned itself as a "drink for the people," a drink enjoyed by everyone, regardless of sex or age.
Following its success, a series of copycats have popped up in the beverage industry, as one corn silk drink after another has been released by Dongwon F&B, Namyang, Sanga Pharm and Lotte Chilsung Beverage.
The main ingredient has been known for hundreds of years to have health benefits. The "Compendium of Materia Medica" (本草綱目) (c. 1578), a Chinese work on medicinal practices written during the Ming Dynasty (1368-1644), proved the effectiveness of corn silk in increasing diuresis and in reducing a swollen face to some degree.
With these traditional virtues and with today's modern marketing campaign, a drink made from corn silk extract has undoubtedly won over the hearts of consumers, as they pursue their endless goal for perfect beauty.
By Sohn JiAe
Korea.net Staff Writer
jiae5853@korea.kr
According to recent research that took a close look at the domestic beverage market, spanning the first to the third quarter last year and which was released by the Ministry of Agriculture, Food and Rural Affairs, the drink came in first place, grabbing 23.9 percent of the year's industry-wide sales. Corn silk tea sold KRW 48 billion worth of drinks in the first three quarters last year.
For drinkers who are conscious of their health and appearance, Kwang Dong's zero-calorie corn silk tea purports to give them a slim and sharp jaw line.
One of the main factors behind corn silk tea having caught on across the nation recently is Kwang Dong Pharmaceutical's ambitious "Kwang Dong corn silk tea" project, which it launched in 2006. The company touted something called a "V-line" in its marketing pitch, meaning that it gives the drinker a slim and sharp jaw line, making the chin into a V shape. Boasting zero calories and a wholesome flavor as well, the beverage hit the mark and sold more than 30 million bottles in just nine months after its release.
As it can be enjoyed like water, with no worries about sugar content or food coloring, the drink has so far become a steady seller.
"Noticing the trend that more and more consumers are caring for their looks and health, we came out with a drink that has the selling point of giving you a 'V-lined jaw line,' which might appeal to potential consumers eager to have a slimmer chin line," said an official from Kwang Dong Pharmaceutical.
The popularity of corn silk tea has grown in other markets as well. Kwang Dong's corn silk drink has hit markets in the U.S., Japan, mainland China and Taiwan, too. In 2012, in particular, when the brand was first exported to Taiwan, the country's famous model, Hannah Quinlivan, popularized the tea drink and then it boomed. The beverage since has earned lots of attention from local media such as TV channels, radio stations, magazines and newspapers.
An article published in the U.S. news outlet CNN, dated October 13, 2011, introduces Kwang Dong corn silk tea as one of its favorite 20 Delicious Korean Drinks.
In 2011, the U.S. news outlet CNN introduced the Kwang Dong drink, too, in an October 13 article titled, "20 Delicious Korean Drinks."
"The drink promises to give you a 'V-line,' meaning a slim and sharp jaw line that ends in a V at your chin," the news outlet said. "The tea can be made with dried corn silk or with dried and roasted corn kernels, or a combination thereof," it continued.
At that time, experts agreed that the drink has positioned itself as a "drink for the people," a drink enjoyed by everyone, regardless of sex or age.
Following its success, a series of copycats have popped up in the beverage industry, as one corn silk drink after another has been released by Dongwon F&B, Namyang, Sanga Pharm and Lotte Chilsung Beverage.
A series of copycat drinks made by Dongwon F&B (top), Namyang and Lotte Chilsung Beverage have followed after the success of Kwang Dong corn silk tea, both at home and abroad.
The main ingredient has been known for hundreds of years to have health benefits. The "Compendium of Materia Medica" (本草綱目) (c. 1578), a Chinese work on medicinal practices written during the Ming Dynasty (1368-1644), proved the effectiveness of corn silk in increasing diuresis and in reducing a swollen face to some degree.
With these traditional virtues and with today's modern marketing campaign, a drink made from corn silk extract has undoubtedly won over the hearts of consumers, as they pursue their endless goal for perfect beauty.
By Sohn JiAe
Korea.net Staff Writer
jiae5853@korea.kr
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