Maxim Mocha Gold marks 37th anniversary
Dongsuh Foods’ Maxim Mocha Gold is marking its 37th anniversary this year, maintaining its position as Korea’s top-selling coffee mix brand. The brand sold about 5.3 billion sticks over the past year, according to Dongsuh Foods. The company attributed its long-running popularity to continuous adjustments to the product’s flavor and aroma in response to changing consumer preferences. Dongsuh Foods…
Dongsuh Foods' Maxim Mocha Gold is celebrating its 37th anniversary this year. The coffee mix remains Korea's best-selling brand, with over 5.3 billion sticks sold in the previous year. According to the company, its enduring popularity stems from ongoing modifications to its flavor and scent to cater to evolving consumer tastes.
Dongsuh Foods introduced coffee mixes in 1976 and released Maxim Mocha Gold in 1989 after extensive research into shifting consumer preferences. The brand's development focused on enhancing aroma and taste through bean selection, roasting, and extraction processes. Lately, Maxim Mocha Gold has highlighted its emotional appeal via an advertising campaign starring actress Park Bo-young.
The campaign, "Let's be happy now, a cup of happiness now," emphasizes small moments of comfort and relaxation in daily life. In addition to product promotions, Dongsuh Foods has broadened the brand experience through pop-up cafes and other consumer events since 2015.
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- Maxim Mocha Gold marks 37th anniversary koreatimes.co.kr
