Bringing together two of my favorite worlds – KDrama and alcohol drinks – Kolmar Global has announced the appointment of renowned Ji Chang-wook as the global ambassador for its flagship hangover cure brand, Condition. This partnership is poised to leverage the immense influence of South Korean entertainment figures to bolster Condition’s presence across Southeast Asian markets and beyond.
Never heard of Condition before? First launched in 1992, Condition has maintained its undisputed leadership in the South Korean hangover cure market for an impressive 31 consecutive years. Its enduring success is attributed to strong consumer trust and proven efficacy in alleviating hangover symptoms—a critical necessity in South Korea’s vibrant social drinking culture. Kolmar Global is now focused on extending this trusted brand to new territories.
Ji Chang-wook for Condition
The decision to appoint Ji Chang-wook underscores a broader trend in international marketing strategies that capitalize on hallyu, the Korean wave. This global phenomenon has seen South Korean culture, particularly its dramas and films, achieve immense popularity worldwide. Celebrities like Ji Chang-wook, with their widespread appeal, serve as highly effective ambassadors for promoting products internationally, bridging cultural gaps and fostering consumer engagement.
A representative from Kolmar Global expressed strong confidence in their choice of ambassador, stating, “Ji Chang-wook, beloved globally for his distinctly healthy and vibrant image, is the perfect model who aligns with the values Condition pursues. Through this campaign, we will strengthen communication with local consumers and further expand our brand influence.”
Beyond geographic expansion, Kolmar Global is also diversifying the Condition product line. The company plans to introduce health functional foods and sugar-reduced beverages under the brand. This move aligns with evolving global health and wellness trends, as consumers increasingly seek products that offer health benefits while catering to specific dietary preferences.
Currently, Condition is distributed in 15 countries, including Japan, China, Vietnam, Singapore, the Philippines, Mongolia, and the Netherlands. However, the company has plans for further expansion with an entry into the U.S. market anticipated later this year.
To support these strategic initiatives, Kolmar Global has introduced the campaign slogan “Boost Your Day”. The campaign will utilize a diverse range of marketing channels, from prominent outdoor advertising to dynamic social media platforms like TikTok, to effectively engage with local consumers worldwide.
For more information about Condition, visit https://www.kolmarglobal.net/brand/condition/
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