The largest health functional food company, Korea Ginseng Corporation (KGC), focuses on producing Korean Red Ginseng products. That being the case, the cost for digital advertising for health functional foods has been increasing. Accordingly, marketing methods of health functional food companies are changing and becoming diversified through PR marketing using social media and influencers to reach those audiences more effectively. While the main consumers of health functional food were middle-aged and older, the market is expanding to young women in their 20s and 30s who are interested in beauty and wellness such as weight loss and skin improvement. Recently however, new products with various ingredients and functions have been emerging. In the past, only vitamins were considered as health functional food. In 2020, the total market size of the health functional food market exceeded 4 trillion South Korean won. The South Korean health functional food market is steadily growing.
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