CJ CheilJedang’s Micho brand hits 150 billion won in annual Japanese sales

CJ CheilJedang’s fruit-fermented vinegar brand, Micho, has achieved annual sales of approximately 150 billion won in the Japanese market. Since its entry into Japan in 2012 with a pomegranate flavor, the brand has maintained the top position in the local drinking vinegar market for the past five years.

To expand its presence, the company is launching a ‘Micho Daily Recipe Suggestion Campaign’ through the end of August. The initiative aims to transition the product from a functional health and beauty vinegar to a ‘daily wellness drink’ enjoyed in everyday life. The campaign focuses on steady-seller pomegranate flavors and the new acai product, featuring Japanese actor Shinnosuke Mitsushima as the brand model.

Marketing efforts include a participatory event where consumers can receive recipe recommendations via telephone, as well as tasting events at major supermarkets. The company plans to continue strengthening its product lineup tailored to Japanese consumer preferences to lead K-beverage trends.