Dongwon F&B is ramping up efforts for global expansion with the launch of Boseong Hongcha hallabong iced tea — the firm’s new strategic model inspired by Korean traditional culture, the company said Monday.
The product is the first new iced tea launched by Dongwon in nearly two years. The Boseong Hongcha iced tea lineups reinterpret tea leaves from Boseong — once presented as royal tribute during the Joseon Dynasty — by blending traditional tea flavors with the modern zero-calorie trend.
According to data from NielsenIQ, a consumer market research firm, the lineup maintained its top spot in the local ready-to-drink black tea market in 2024.
In September, Dongwon F&B signed a partnership with the Korea Heritage Agency to collaborate on promoting the nation’s cultural heritage in areas such as product packaging and goods development.
“We will strengthen our global presence with the flagship iced tea brand and its new product,” an official from the company said. Hallabong is a unique citrus fruit famously associated with the nation’s southern island of Jeju.
Dongwon F&B’s Boseong Hongcha hallabong iced tea products / Courtesy of Dongwon F&B
As Korean customers from all age groups have become increasingly calorie-conscious, Dongwon F&B launched the zero-calorie iced tea product to break the perception that bottled soft drinks must be sugary with high calories.
The company studied diverse tea beverages offered by global cafe franchises and markets across Japan and Europe. The company then crafted a formula that balances rich flavor and consumer desires for wellness. Riding the zero-calorie wave, Boseong Hongcha iced tea products have sold more than 150 million bottles since their debut in 2021.
The zero-calorie iced tea product was produced with the firm’s state-of-the-art aseptic filling system, introduced by its investment worth 140 billion won ($100 million) in 2018.
The system enables the drink to maintain a clean and fresh flavor without any heat damage. The production process sterilizes the beverage at ultra-high temperatures and bottles it in a completely germ-free environment — a key to preserving the tea’s original taste and nutrients.
