(123rf)
(123rf)

Brand power is a measure of a brand's strength and reputation in the market and is often determined by three key factors: meaningfulness, difference and salience. It can be defined as the ability of a brand to influence consumer behavior and create a strong emotional connection with its target consumers.

Merely offering good-quality products can no longer attract customers. Consumer trust and loyalty are hard to come by, but once earned they are a company’s most valuable assets.

Every year since 1994, The Korea Herald has released lists of the best brands across different categories that represent South Korea. Having achieved brand growth, this annual feature touts the companies that have excelled in their respective fields. -- ED.

Samsung Biologics ascends to global top-tier CDMO

CDMO

SAMSUNG BIOLOGICS

Samsung Biologics CEO John Rim (Samsung Biologics)
Samsung Biologics CEO John Rim (Samsung Biologics)

Samsung Biologics, the biotech arm of Samsung Group, has shown a remarkable growth trajectory as a major player in the global contract development and manufacturing organization market over the past four years.

With John Rim at the helm as CEO since late 2020, bringing 35 years of experience in the global biopharmaceuticals industry and an extensive network, the company has consistently pursued innovation, breaking records in orders and sales.

Rim's management philosophy is built upon four key pillars: customer excellence, operational excellence, quality excellence and people excellence.

Samsung Biologics became the first in Korea's biopharmaceuticals industry to surpass 3 trillion won ($2.06 billion) in sales in 2022 and to achieve 1 trillion won in annual operating profit last year. The company is projecting record-high sales of 4.34 trillion won for this year, a new benchmark for its financial performance.

The company’s position as a key player in the global pharmaceutical supply chain is shown in its client base, serving 17 of the world's top 20 pharmaceutical companies, a remarkable leap from 2018, when it served just three.

Earlier this year, the company signed three megasized deals each exceeding 1 trillion won, pushing annual orders beyond 5 trillion won. Its cumulative orders have exceeded 11.8 trillion won from 2021 to this year.

The company has also aggressively expanded its production capacity, completing Plant 4 in 2022, which brought its total capacity across four plants to 604,000 liters. In the same year, the company announced a 7.5 trillion won investment plan to construct four additional plants.

The fifth plant, scheduled for completion in April 2025, will increase the company’s capacity to 784,000 liters, achieving the largest capacity in the world. Once all new plants are completed, total production capacity is projected to reach 1.34 million liters.

Samsung Biologics is quick to adapt to the needs of its clients.

For example, during the COVID-19 pandemic, the company produced Moderna's mRNA vaccine finished drug products within an unprecedented time frame of just five months.

This rapid response capability is matched by the company's rigorous quality standards, with global regulatory agency approvals rising from 94 in 2020 to 339 as of October, and its manufacturing operations achieving a 99 percent batch success rate.

Diversifying its service offerings, the company is pursuing portfolio expansion for future growth, adding four new contract development platforms this year, including S-AfuCHO and S-HiCon, bringing the total to nine contract development platforms and services.

As part of the effort, it has also focused on strengthening its Antibody-Drug Conjugates service capabilities by building dedicated production facilities and making strategic investments in companies with cutting-edge ADC technology.

CEO Rim pledged to maintain the company’s innovative spirit while advancing key technologies and strategically investing in promising companies.

Hansung Enterprise takes K-seafood global

GENERAL FOODS COMPANY

HANSUNG ENTERPRISE

A logo image of Hansung Enterprise (Hansung Enterprise)
A logo image of Hansung Enterprise (Hansung Enterprise)

Hansung Enterprise, a general food company in Korea, was established in 1963 as a fishery. More recently, it has collaborated with the US, Argentina and Russia to expand its global reach.

Earlier this month, the dcompany received the $30 Million Export Tower Award from the Korea International Trade Association in recognition of its exports to 26 countries, including China, the Philippines and Australia.

In 2001, Hansung introduced Crami, a crab-flavored surimi product. As part of its efforts in sustainability, the company launched a larger-sized crab product that earned MSC Chain of Custody Standard certification in 2018. The product was also named Best Brand at the MSC Korea Awards for three consecutive years.

Over the decades, Hansung has diversified its offerings with products like salted seafood (jeotgal) and German-style ham and sausages. To further enhance food safety management, the company has obtained HACCP certification and implemented advanced systems such as FSSC 22000 and bio-clean rooms.

Hansung began pollock fishing in the Bering Sea in the Northern Pacific Ocean in 1969 as one of Korea’s pioneers in deep-sea fishing. The company currently operates an extensive fleet, including trawlers, longliners and jigging vessels, to distribute imported marine products and to export domestically sourced seafood.

“We place customer satisfaction and enjoyment at the heart of our business,” said a company official. “Building on our reputation for customer trust and strong partnerships, we aim to achieve even greater success in the coming decades.”

Ib Korea taps into Korean spirits market with premium cocktails

LIQUOR

THE IB KOREA

Ib Korea's Uptown Caribbean Punch (Ib Korea)
Ib Korea's Uptown Caribbean Punch (Ib Korea)

The Ib Korea, the exclusive importer of the US cocktail brand Uptown, is expanding its presence in the Korean spirits market by offering ready-to-drink beverages that blend premium flavors with convenience.

Among its offerings, Uptown Margarita, crafted with 100 percent agave wine, has gained attention for its richer and more complex flavor compared to vodka-based alternatives. The cocktail, which combines natural lime and sweet fruit notes, has broad appeal and can be customized with tonic water or sparkling water for added versatility, the company said.

Ib Korea has also introduced Uptown Blue Hawaiian, a tropical cocktail featuring a blend of coconut, pineapple juice and citrus flavors. The vibrant drink is described as evoking the taste of a beachside vacation, making it a popular choice for casual home gatherings, according to Ib Korea.

Last year, the company introduced BuzzBallz, a line of mini cocktails packaged in distinctive fruit-shaped bottles. Available in flavors such as lime, strawberry and peach, the compact 187-milliliter drinks have proven popular with younger consumers for their portability and playful design.

In October, Uptown Caribbean Punch made its debut in Korea, combining cherry and pineapple flavors with a bold red hue. Known for its lively aroma and refreshing taste, the cocktail is now available at major retailers such as Homeplus and Lotte Mart.

Looking ahead, Ib Korea plans to expand its offerings further with premium products like Emperador, a sherry-cask-aged Spanish brandy, as part of its strategy to tap into Korea’s growing interest in home cocktail culture.

SaintFran rises as global K-beauty innovator

COSMETICS

SAINTFRAN

SaintFran Blemish Treatment Creme (SaintFran)
SaintFran Blemish Treatment Creme (SaintFran)

SaintFran, a premium aesthetic beauty brand blending traditional Korean and French aesthetic techniques, is carving a niche in the global beauty market with its focus on safe and effective antiaging solutions.

Known for its signature ingredient, Skin-Factors 10, this proprietary formulation condenses 10 essential components that naturally diminish over time, replenishing them to the skin for a targeted antiaging effect. This innovative approach underscores SaintFran’s commitment to delivering products that prioritize both efficacy and safety, the company explained.

Recently, the brand partnered with France’s renowned aesthetic group, Aesthetic 16, as part of its effort to globalize K-beauty. With Europe’s CPNP certification secured, SaintFran said that it has gained international recognition for its quality and safety standards, further strengthening its foothold in the global market.

“Positive feedback from consumers has played a critical role in enhancing SaintFran’s brand loyalty and trustworthiness,” SaintFran CEO Seo Hyun-young said, highlighting the brand’s growing reputation for excellence in design, quality and social responsibility.

In Korea, the company is aggressively expanding its reach through diversified distribution channels, including home shopping platforms. “We are dedicated to exceeding customer expectations with superior quality and innovation, continuously striving to deliver greater value,” Seo added.

Looking ahead, SaintFran plans to further solidify its position in the global beauty industry by introducing innovative products and services. “As a premium beauty brand, we aim to grow further and establish ourselves as a brand that consistently exceeds consumer expectations while delivering unparalleled value,” Seo said.

1897MG unveils genderless fragrance Auromigo

PERFUME

1879MG

1879MG's Auromigo perfume (1879MG)
1879MG's Auromigo perfume (1879MG)

1879MG, a South Korean fragrance brand, has unveiled its latest product “Auromigo,” an eau de parfum for all genders.

The name Auromigo is a portmanteau of “aroma” and “amigo,” the Spanish word for friend, reflecting the fragrance’s goal to evoke comfort and companionship. Inspired by the tranquility of urban forests, the scent is crafted to offer wearers a refreshing escape from the hustle and bustle of city life, the company explained.

Auromigo features a harmonious mix of cedarwood, mandarin, and bergamot, complemented by earthy notes of vetiver, rosemary and pine. This combination is designed to create a sensory experience reminiscent of walking through a serene forest. The use of natural ingredients and a high concentration of fragrance oils ensures a long-lasting and rich aroma.

The fragrance was co-developed with Aromaline, a renowned Korean company specializing in fragrance materials for over two decades. Aromaline supplies scents to more than 100 global beauty brands, including d’Alba, Mediheal and Kolmar Korea.

“We wanted to create a gender-neutral fragrance that anyone could enjoy,” 1879MG CEO Lee Min-ji said.

Coway promotes winter-ready home appliances

MASSAGE CHAIR

COWAY

Coway’s Berex Pebble massage chair (Coway)
Coway’s Berex Pebble massage chair (Coway)

South Korean home appliance maker Coway has introduced new products designed to improve indoor air quality and provide personal comfort during the winter season.

The Dual Clean Humidifier Air Purifier, one of Coway’s flagship products, is designed to tackle dry indoor air and poor air quality in winter. According to Coway, the device integrates a four-stage filtration system -- featuring a pre-filter, air matching filter, deodorization filter and fine dust collection filter -- to remove up to 99.99 percent of ultrafine dust particles. It also provides three operational modes: general air purification, purification with humidification and multi-mode cleaning, allowing users to adapt to varying air quality needs.

For added convenience, the humidifier includes an easily detachable water tank and reservoir for daily maintenance. The top handle allows users to remove the water tank, while the reservoir slides out from the front panel for quick cleaning.

The Berex Mine massage chair, launched earlier this year, offers a compact yet functional solution for winter relaxation, Coway said. The chair, which is 49 percent smaller than previous models, features a 180-degree rotating calf module equipped with airbags and pressure-point technology for targeted leg massages.

The massage chair also includes shoulder sensors that adjust the device to match the user’s body dimensions, providing customized massages. Its 2Zone heating system warms the back and hips up to 70 degrees Celsius, catering to users looking for warmth during the winter, according to the Korean company.

Additional features include reclining functionality up to 141 degrees, Bluetooth speakers and a USB charging port, making it a versatile option for home use.

“Coway’s practical and functional products are designed to help create a warm and healthy living environment during the colder months,” a Coway official said.

In the meantime, Coway is offering a special year-end promotion, allowing customers to rent its five best-selling products at discounted rates until the end of this month. This includes the Icon Water Purifier 2, Icon Ice Water Purifier, Noble Air Purifier 2, Berex Pebble Chair and Prime Bidet (BA36-B).

Following the milestone of surpassing 1 million cumulative sales of its Icon series water purifiers, Coway offers 50 percent off rental fees for the Icon Water Purifier 2 and Icon Ice Water Purifier during the first six months. Customers who rent the Icon Water Purifier 2 under the self-management plan with a seven-year contract can save 515,200 won ($355). And those opting for the Icon Ice Water Purifier with a six-year rental plan can receive a 588,700 won discount.

The Noble Air Purifier 2 is also included in the promotion, offering a 352,000 won discount for those who sign a seven-year contract. The Berex Pebble Chair comes with a 385,900 won discount for a five-year rental plan. Additionally, customers renting the Prime Bidet can enjoy a 50 percent reduction in rental fees for the first nine months of their contract.

100 Classics brings literature to heart of English learning

EDUCATION

100 CLASSICS

100 Classics' promotional poster (100 Classics)
100 Classics' promotional poster (100 Classics)

Seoul-based English education platform 100 Classics offers a distinctive approach to language learning through its specialized curriculum that emphasizes reading, writing and discussion skills, with all programs centered on carefully selected literature.

The curriculum boasts a systematic approach with 12 levels tailored to diverse English proficiency levels. It incorporates literary works recommended by prestigious US schools and American education associations, along with a unique essay workbook developed in collaboration with global education experts.

Interactive programs such as quizzes, games and presentations are also part of the curriculum, encouraging learners to articulate their ideas and collaborate effectively with peers in dynamic learning environments.

Beyond its core classes, 100 Classics hosts various seasonal events, including student reporter activities, book club challenges and an English presentation competition featuring Japanese participants.

“Our program is designed not only to improve English proficiency but also to develop creativity, critical thinking and global communication skills essential for future leaders,” a 100 Classics official said.

“We are committed to consistently supporting students with a robust curriculum, helping them confidently showcase their abilities.”

100 Classics has produced numerous high achievers in English language-based exams such as TOEFL, SAT and SSAT, with many earning admission to prestigious boarding schools and top international universities.

Yangmyeong enhances dried seaweed product lineup in global push

SEAWEED

YANGMYEONG

King of Kim logo (Yangmyeong)
King of Kim logo (Yangmyeong)

Yangmyeong, the company behind the King of Kim dried seaweed brand, is bolstering its global push with a more diversified product lineup, as Korea's dried seaweed, typically called "gim" here, has become a popular food export item in recent years.

Among its latest additions is a dried seaweed product roasted with avocado oil. An outcome of almost three years of research and development, the new product boasts higher protein as it uses top-quality seaweed selected through a special protein measurement system, the company said.

“We ensure that only the finest quality seaweed is used in our production,” a Yangmyeong official said.

Yangmyeong is also expanding its global reach under the King of Kim brand. Its products are now available in major international retail outlets, including SM Mall and Ali Mall in the Philippines and Big C Mart in Vietnam, as part of its efforts to promote Korean dried seaweed products in overseas markets.

Additionally, the company has secured over 19,000 square meters of land in the Saemangeum Marine Food Export Processing Complex in Gunsan, North Jeolla Province. This site, part of a larger 133,000-square-meter project, will host South Korea’s largest dried seaweed production and processing plant.

Since its establishment in 2017, Yangmyeong has been committed to raising the standards of seaweed products and solidifying King of Kim as a trusted global brand, it said.

“We strive to become a global leader in safe and reliable food culture,” the company official added.

Yamaha Motor seeks to redefine racing culture in Korea

MOTORCYCLE MANUFACTURER

YAMAHA MOTOR

Yamaha Motor’s latest motorcycle model, YZF-R1M (Yamaha Motor)
Yamaha Motor’s latest motorcycle model, YZF-R1M (Yamaha Motor)

Launched in 1955, Yamaha Motor will celebrate its 70th anniversary in the upcoming year. The company’s journey began with motorcycle racing to showcase the performance and reliability of its products.

Yamaha was originally founded as a Japan-based reed organ manufacturer under the name “Nippon Gakki.” While gradually expanding its market share, the company began developing prototype four-stroke gasoline engines in 1953 to expand into the motorcycle industry.

At that time, Japan was home to approximately 300 motorcycle manufacturers. With plans to target the global market, Yamaha invested in research and development for two-stroke, 125cc engines. In 1955, Yamaha Motor produced its first motorcycle, the YA-1, by leveraging the casting expertise it had gained from piano frames.

That same year, the YA-1 claimed victory at the 3rd Mt. Fuji Hill Climb. It also secured the top three spots at the 1st Asama Highlands Race and dominated the 4th Mt. Fuji Hill Climb, sweeping the top eight positions.

Yamaha Motors believed that racing success was the best way to demonstrate product quality. In 1958, the company's two-stroke, two-cylinder machine participated in the Catalina Grand Prix in the US. And the following year, a sports model named YDS-1 was developed from its racing experience.

In the 1960s, Yamaha unveiled innovative models like the RZ250, which featured two-stroke, two-cylinder engines with water cooling, and the TZR250, a flagship racing replica.

Yamaha’s motorcycles have earned a reputation for their low center of gravity and finely balanced chassis. Early models such as the YA-1 and YDS-1 laid the foundation for the company’s nickname, “Handling Yamaha.” And their racing heritage continues to influence the latest models like YZR-M1.

Seoul Cyber University shapes AI-based educational transformation

ONLINE UNIVERSITY

SEOUL CYBER UNIVERSITY

Professor Park Ki-hoon delivers a lecture on social welfare in Seoul Cyber University’s Smart Classroom. (Seoul Cyber University)
Professor Park Ki-hoon delivers a lecture on social welfare in Seoul Cyber University’s Smart Classroom. (Seoul Cyber University)

Seoul Cyber University, South Korea's first online university, is setting new standards for higher education by adopting innovative, AI-driven learning solutions.

As part of this initiative, the university is utilizing AI technologies to enhance the delivery of higher education. For example, SCU plans to introduce AI-powered lectures in 2025, featuring virtual instructors built with text-to-speech technology and modeled on real professors. These AI instructors will provide consistent, engaging, and personalized learning experiences under any circumstances.

As part of its efforts to further improve education, SCU has also developed AI-driven tools such as chatbots and learning tutors to support a student-focused approach. These technologies help create personalized learning experiences, reduce educational gaps, and foster a global, sustainable learning environment, according to SCU officials.

Additionally, SCU has introduced an advanced Virtual eXperience content production system to strengthen its online learning infrastructure. This system supports multi-angle recording and real-time streaming of educational content, enabling students to easily select and switch between different perspectives using simple drag-and-swipe actions. The VX system ensures smooth accessibility without requiring additional software and is compatible with a range of devices, including PCs, tablets and smartphones.

These developments demonstrate SCU's commitment to excellence in online education, the university said.

Since its establishment in 2001, SCU has been recognized as a pioneer in the field, achieving Class-A ratings from the Ministry of Education in evaluations conducted in 2007, 2013 and 2020. Also, over the last five years, the university has maintained its position as the top cyber university in terms of new student enrollments, offering the widest range of programs, with 46 majors across a variety of disciplines.