Dad's 'white powder' medicine gets a makeover, attracting 20s and 30s to 60-year-old Yonggaksan

Yonggaksan, a stalwart of the Korean pharmaceutical market, is undergoing a significant transformation to capture the attention of younger consumers. Launched in 1967 by Boryeong, it was the company's first medicine and has since become a long-standing brand, traditionally associated with older generations seeking relief from coughs and sore throats.

The medicine's unique formulation, featuring natural ingredients like balloon flower root, apricot kernel, senega, and licorice powder, works by stimulating mucus secretion and cilia movement in the airways. Its fine powder is designed for direct application to the throat lining.

In 2001, Boryeong introduced Yonggaksan Cool, a more convenient granular form in single-use sticks, incorporating ginseng and asiasarum for added benefits and new flavors like mint coffee and blueberry. This move aimed to broaden its appeal beyond those accustomed to the traditional herbal taste.

The brand's marketing has also evolved, shifting from emphasizing its quiet efficacy to collaborating with popular characters like 'Kungya Restaurantz' to connect with a younger demographic. The COVID-19 pandemic provided an unexpected boost, with sales surging due to increased demand for respiratory remedies. Boryeong projects substantial revenue growth, aiming for over 24.1 billion won by 2025, more than double its 2020 figures.