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…
Maxim Mocha Gold, a coffee mix brand produced by Dongsuh Foods, is celebrating its 37th anniversary this year. The brand remains Korea's top-selling coffee mix, with sales of around 5.3 billion sticks in the previous year, according to the company. Dongsuh Foods has attributed its enduring popularity to regular adjustments to the product's flavor and aroma in response to shifting consumer preferences.
The company launched its first coffee mix in 1976 and introduced Maxim Mocha Gold in 1989 following extensive research into consumers' evolving tastes. The brand's development involved selecting beans, roasting, and extracting to create a richer aroma and smoother taste. Recently, Maxim Mocha Gold has focused on the emotional appeal of its product through an advertising campaign starring actress Park Bo-young.
The campaign promotes the idea of finding moments of happiness and relaxation in everyday life using the slogan, "Let's be happy now, a cup of happiness now." In addition to product-centered initiatives, Dongsuh Foods has expanded the Maxim Mocha Gold experience through pop-up cafes and other events engaging consumers since 2015.
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- Maxim Mocha Gold marks 37th anniversary koreatimes.co.kr
