Dongwha Pharm’s iconic digestive aid, Whal Myung Su, is set to make its global debut after 129 years, with the U.S. as its first international market.
On Thursday, Dongwha Pharm unveiled Whal Myung Su 1897 Liquid (K.O.D. – Korea Original Digestive), a new product tailored for overseas markets based on the original Whal Myung Su formula. The company also announced that K-pop group CORTIS will serve as the brand’s global ambassador.
K.O.D. will initially be available in local pharmacies and duty-free shops this month before expanding to U.S. supermarkets, drugstores, and Olive Young locations in September. The company plans to establish a dedicated brand store on Amazon to enhance its accessibility to American consumers.
While maintaining the essence of Whal Myung Su’s 1897 heritage, K.O.D. has been reformulated to cater to international palates and preferences. Dongwha Pharm aims to position K.O.D. as a new cultural code for enjoying K-Food, encouraging consumers to reach for the digestive aid after indulging in Korean cuisine.
Whal Myung Su, Korea’s first modern pharmaceutical, was developed in 1897 by Min Byeong-ho, a former royal court pharmacist. The name translates to life-saving water, and both the product and its Fan Brand trademark were officially registered in 1910.
During the Japanese occupation, Dongwha Pharm played a crucial role in Korea’s independence movement. It housed a secret communication network for the Korean Provisional Government and channeled a portion of Whal Myung Su’s sales to support the resistance.
To spearhead its global marketing campaign, Dongwha Pharm has enlisted K-pop group CORTIS. The company’s promotional strategy includes advertisements featuring CORTIS members enjoying K-Food alongside K.O.D., as well as short-form videos, behind-the-scenes content, and pop-up events in U.S. supermarkets.
A Dongwha Pharm spokesperson stated that K.O.D. represents a new post-meal experience that naturally complements K-Food, building on Whal Myung Su’s 129-year legacy. In partnership with CORTIS, it aims to promote the message K-Food pairs with K.O.D. to the global market.