Jong Kun Dang, a leading name in South Korea's health supplement industry, is ramping up its marketing efforts to combat increasing competition and falling sales in the wake of a shifting market landscape.
This move comes as competitors both domestically and overseas, particularly those offering probiotic products, pose a significant challenge to the company's flagship 락토핏 brand. To bolster visibility, Jong Kun Dang began airing advertisements for 락토핏 on TV screens in elevators across 수도권 apartment complexes starting in March 2025.
Roughly 30,000 elevator TVs display these advertisements, targeting residents commuting to Seoul. Observers in the ad industry noted that the innovative choice of medium is strategic, as elevator advertisements allow for high visibility with minimal viewer distraction. According to a study commissioned by Focus Media Korea and conducted by Korean Gallup, viewer evasion rates for elevator TV content are remarkably low, at only 20%, coupled with an impressive 56% approval rating and a 98% viewership rate.
A Jong Kun Dang representative stated, "The 락토핏 product has established dominance in the probiotics market since the onset of the pandemic; however, recent incursions by competitors like iHerb, and other overseas health supplements have started to hamper sales. This aggressive advertising initiative is a proactive measure to regain market share." This is an especially critical time for the company as sales have dropped from 615.5 billion won in 2021 to approximately 470 billion won in 2023.
Additionally, Jong Kun Dang is slated to introduce a new jelly stick product aimed at promoting children's growth, named 아이커 HT042. This launch, scheduled for March 21, 2025, at 8:35 PM on GS Home Shopping, showcases the product’s unique selling points, including its formulation with HT042, a compound recognized by the Korean Ministry of Food and Drug Safety for its contributions to children’s height growth.
This product is particularly groundbreaking as it underwent a 12-week human application test which demonstrated noteworthy results: children aged between 7 to 12 years old who consumed HT042 sprouted, on average, 2.25 cm taller than those who did not take the supplement.
In addition to HT042, 아이커 HT042 is fortified with a blend of seven essential vitamins and minerals, including Vitamin B1, B2, B6, D, E, niacin, and zinc, designed to support bone health and energy levels. A Jong Kun Dang spokesperson emphasized, "We've crafted this product with the children's palate in mind, offering a delicious strawberry flavor, ensuring nutrition can be enjoyed without resistance. They can enjoy it as a snack, further promoting the intake of essential nutrients."
Moreover, in a health-driven outreach effort, Jong Kun Dang recently engaged in a CKD (Chronic Kidney Disease) campaign in recognition of World Kidney Day on March 13, 2025. The campaign effectively combines the company's branding with critical health messaging. Using the slogan, "Care for yourself, Keep going, Don’t give up," the campaign aims to enhance public consciousness about the importance of early diagnosis of chronic kidney disease (CKD) and to back the management and treatment of patients.
Medical professionals and Jong Kun Dang staff participated in this campaign, showcasing the message while emphasizing the dire link between Type 2 diabetes and chronic kidney diseases, which is a growing concern in South Korea, as it is a leading cause of end-stage kidney disease. The company highlighted the necessity for regular evaluations of kidney function for diabetic patients to prevent severe health repercussions.
Kim Young-joo, the CEO of Jong Kun Dang, remarked, "This campaign is significant not only for raising awareness about diabetes-related kidney issues but also for emphasizing the commitment Jong Kun Dang has toward improving patient outcomes through innovative treatments. Our ongoing mission is to elevate the quality of life for patients with diabetic kidney disease. We believe this campaign will bolster caring attitudes towards kidney health among the public."
Collectively, Jong Kun Dang’s mounting efforts reflect a comprehensive strategy aiming to navigate market challenges while simultaneously fulfilling their corporate responsibility to address public health concerns. As the company strives to reclaim its previous growth trajectories, the results of these initiatives will undoubtedly be closely monitored in the coming months.
