Korean hangover cures ride global wellness wave

SEOUL – Once a niche market catering primarily to the country’s binge-drinking culture, Korean hangover remedies are now gaining global traction, amid rising demand for functional wellness products.

According to market tracker Grand View Research, Korea’s hangover remedy market, valued at US$288.11 million (S$383.3 million) in 2022, is projected to surpass US$1 billion by 2030.

On a global scale, market tracker Global Market Insights estimates that the hangover remedy market will expand from US$1.9 billion in 2022 to US$6.8 billion by 2032, reflecting a growing preference for natural, preventive solutions.

A prominent player in this market is Condition, the flagship product of Kolmar Korea’s affiliate HK inno.N, which is currently exported to some 15 countries, including the US, Japan and China. The product holds the biggest market share in China, Vietnam and Mongolia, cementing its status as a leading hangover remedy in Asia.

Kolmar Global, responsible for overseas market distribution, achieved sales of 13 billion won (S$11.9 million) from Condition and other health supplements in 2024. It has set a sales target of 21 billion won for 2025.

“A country’s standards for the content of key ingredients vary, so we are entering each market with customised formulations that comply with local regulations,” a Kolmar official said.

“Since the second half of 2024, we have been actively launching not only Condition’s bottled drink, but also jelly-type stick products. We are focusing on expanding sales in major consumer markets such as the US and Japan, while leveraging our entry into the Netherlands last year as a strategic foothold to penetrate the European market.”

The hangover remedy trend is being propelled by Korean-related start-ups abroad, particularly in the US. One recent example is Dayguard, a US-based start-up founded by two Koreans in their 20s in 2024.

“We conducted extensive consumer research at Brown