Daesang announced on Dec. 3 a plan to reshape the brand's conventional taste and design as “Balhyo (Fermented) Miwon.” The overhaul is the first since its launch in 1956.
Miwon is made by fermenting sugar cane, but the fermented seasoning is normally mistaken as an artificial flavor enhancer. The packing of the newly released Miwon carries an image reminiscent of sugar cane in return for dramatically reducing the image of red-colored Shinseolno, a brass chafing dish. The renewed Miwon is made with more cleric acids to add tasty flavors that can be felt in such items as beef and mushrooms.
The move is to reshape the conventional awareness amongst the general public of Miwon.
“Miwon is made through the fermenting of sugar cane, but the product is stigmatized as an artificial flavor enhancer,” said a Daesang official. The design of the newly released product is changed to inform people of how to produce Miwon exactly.
Miwon first enjoyed explosive popularity in the 60s. As the food addictive Ajinomodo was a sensation in Japan in the mid-50s, Lim Dae-hong, former honorary chairman and founder of Daesang, went to Japan to learn how to produce the food addictive. Lim established Donga Hwasung Industry, the predecessor of Daesang, in 1956 and began to produce Miwon, which had become a household brand to Korean housewives.
Prominent movie starts of the times such as Kim Ji-mi appeared in commercials to publicize Miwon, and Miwon was once listed as one of the favorite gifts among Koreans. Things changed for the worse, however, as an American doctor claimed that Chinese foods cooked with MSG were blamed for causing such illnesses as chest compressions and headaches, and similar controversies still go on.
Monosodium glutamate (MSG) is the main ingredient of Miwon.
MSG’s reputation is improving. Last April, the Ministry of Food and Drug Safety release a statement saying that humans’ lifelong use of MSG is safe. Earlier, the Joint FAO/WHO Expert Committee on Food Addictives (JECFA) issued a similar ruling.
The brand Miwon chalked up 273.3 billion won in sales in 2013, a 22.4 percent plunge from 352 billion won in 2012. Overseas revenues are on the rise, however. The portion of sales abroad accounted for 65 percent of the total sales during 2013.
“Miwon is a food additive marking a turning point in history of Korean cuisine. We’ll redouble efforts to publicize the safety of Miwon and make it a global brand,” said Choi Kang-hee, managing director of Daesang.
Daesang opened a new chapter of biotechnology in Korea by developing Glutamine Acid via fermentation in 1962, and then developed about 20 different amino acids and nucleic acids including MSG, L-phenylalanine and L-glutamine. Daesang is renowned as a worldwide leader in the bio-fermentation industry as it sustains its competitive edge in the global market. Based on its proprietary technologies accumulated over half a century, Daesang continues to invest in R&D for value-added amino acids and other fermented products.
Daesang’s flagship food brand Chungjungwon, which made its debut in 1996, encompasses a variety of foods such as hot pepper paste, soybean paste, soy sauce, processed meats, frozen foods, western seasonings, agricultural products, seafood and more. Among Chungjungwon’s representative products differentiating themselves from other companies are Sunchang Gochujang, a red pepper paste product, Hongcho, a red vinegar, Matsunsang, and Uripalm. By adding nothing but devotion to nature, Chungjungwon contributes to making food culture richer and healthier.
Daesang maximizes synergistic effects by introducing brands such as WelLife for dietary supplements, including Chrolera, New Care, and Hongsam (red ginseng). As a leading corn wet miller in Korea, Daesang produces various cornstarches used in processed foods and confectioneries, high fructose corn syrup and oligosaccharide used in beverages, and other corn based ingredients. Daesang’s cutting edge technology has been applied to the development of environmentally friendly products, including the successful development of biodegradable plastics made from cornstarch.
Daesang does not rest on its laurels.
The company is putting into practice innovative strategies with new entrepreneurship. It aims at achieving the 60th Foundation Anniversary (2016) Vision, targeting 5 trillion won in sales and 500 billion in operating profit.
