South Korean food major Daesang has launched 2 new varieties of its Honcho drinking vinegar in Japan. The low-sugar, low-calorie products combine fermented vinegar with tea and propose a new way to consume drinking vinegar in the Japanese market.
South Korean food major Daesang announced the launch in Japan of 2 new Honcho products: Honcho Pomegranate & Hibiscus and Honcho Yuzu & Chamomile. Both are low-sugar, low-calorie products made by adding tea to fermented vinegar produced from aged fruit.
The company launched the 2 products in South Korea at the end of last year and said sales of its drinking vinegar rose 135% year on year in October–December 2023. In Japan, the products had primarily been consumed cold, but the company is now promoting hot consumption to expand demand.
In Japan, Daesang Japan, the company's local subsidiary, has decided to offer the products at all 130 Cafe Ranté stores. They are also being sold through 11 distribution companies, including Daiei, Taiyo and Cainz.
In addition to Japan, the company exports Honcho to Vietnam, the United States, China and the Philippines, among other markets. Export value rose approximately 54% year on year last year. Company representatives said they intend to study the characteristics of fermented beverage markets and consumption in each country and diversify the products and ways they are consumed.