Daesang Corp., under its vision to work for the creation of future wellbeing, has been going all out to boost its annual sales to 5 trillion won and operating profit to 500 billion won by 2016, the 60th anniversary of its founding in 1956.

The food company has been pursuing the globalization and segregation of its operation from its rivals in search of new markets for its food products including “Hongcho” red vinegar drink, Chungjeongwon Red Pepper Paste, and “Taste Teacher,” which are gaining popularity both at home and abroad.

Chungjeongwon Red Pepper Paste, made with red peppers and rice in Korea and introduced in the market in May 2009, has expanded its market share due to its clean and fresh taste that customers adore. Chungjeongwon Taste Teacher, a food additive, has also been expanding its market, as it excludes chemical additives and is made of purely natural ingredients.

But the most surprising food product has been “Hongcho,” a wine-colored spicy vinegar drink, which not only fascinated domestic customers, but has been doing well overseas, especially in Japan, a country considered very difficult for foreign products to crack. But Hongcho has done surprisingly well in the country with its sales taking off fast since its introduction last year, rising 40 times its initial sales in recent months.

So encouraged by Hongcho’s performance in Japan, Daesang has made Japan the base for exports of Hongcho worldwide with the United States, Europe, and the Middle East its most targeted regions.

Sales of Hongcho hit 83 billion won last year, taking up 65 percent of the vinegar drink market thanks to its explosive popularity both at home and abroad.

The company also expects the starch sugars to do well this year, after chalking up 430 billion won in sales last year thanks to the current market trend that lean towards environmentally friendly new materials.

The company has been nurturing the development of the bio refinery business, which is set to replace petrochemical products with bio fuels and bio chemical products.

Daesang Corp. won the Presidential Award at the 13th Agriculture and Fishery Export Tower Presentation and Export Promotion Ceremony held at the aT Center in Yangjae-dong, southern Seoul, on March 20 in recognition of the company’s achievements in the export of food products, the company said recently.

The company won the award for its successful export of Hongcho to Japan, which took the top position in sales in the beverage market there. Sales of the drink are expected to expand further with the ad in Japan featuring the pop group Kara.

Daesang President Myung Hyung-sup received the Presidential Award at the ceremony from Minister Suh Kyu-yong.

Daesang introduced the beverage at the Japan Food Expo from March 6-8 under its versatile marketing campaign focused on the drink’s special effects and taste.

In the meantime, Daesang Japan signed an MOU with Nippon Access on cooperation to produce and market foodstuffs in Japan as well as retail distribution on Jan. 19 at the ANA InterContinental Hotel in Tokyo.

Daesang Japan has been keeping close relations with Nippon Access to leap ahead as a global foodstuff production and marketing company with Japan as its base since 2010, as the Japanese firm handles the accounts of well-known Japanese supermarket chains, large discount stores, and convenience stores, among others. 

The MOU with Nippon Access will help Daesang in such areas as the development of various Korean foods for Japanese customers, as well as distribution and the expansion and exploration of the Japanese market for Korean foods.