Bringing Orgain to Korea: Pioneering Plant-Based Nutrition
GC Biopharma, Korea’s largest pharmaceutical company, sought to diversify its business by expanding into health and wellness products with strong social impact. As a Consumer Brand Manager, I recognized an opportunity in the underdeveloped market for plant-based, organic protein products. With the rising trend in active lifestyles in Korea, sportswear, equipment, and fitness services were growing rapidly; however, nutritional options remained limited, with most choices focusing on animal-based protein powders.
While global demand for plant-based protein was climbing, especially in Asia, domestic options were sparse. I identified Orgain, a top-rated U.S. brand renowned for quality and credibility, as an ideal candidate for introduction to Korea. My goal was to establish Orgain’s plant-based, organic protein as the superior choice for healthy, mindful nutrition among Korean consumers.
Strategy
Redefining Protein for a New Audience
To successfully launch this unfamiliar yet aspirational category, I focused on redefining what it means to have “good protein.” Unlike traditional protein brands that target male bodybuilders and emphasize strength, Orgain’s brand centers on natural energy and holistic health.
Our target audience was active women, specifically those with varied fitness interests beyond the gym, like running, hiking, and surfing. Collaborating with female influencers in sports, vegan bakers, and baristas, we showcased Orgain as part of an aspirational lifestyle through social media, establishing strong resonance and trust.
We localized Orgain’s tone and manner to connect with Korean culture and values, engaging influencers and launching review content. Collaborations with fitness YouTube channels and sampling events with GQ Magazine achieved a 96% intent-to-repurchase rate and 98% referral rate.
Our strategic launch in high-engagement channels like Costco and Market Kurly, followed by expansion to Coupang, Emart Traders, and major department stores, increased brand visibility and accessibility across key consumer touchpoints.
Result
In its first year, Orgain achieved over KRW 3 billion in sales, surpassing KRW 10 billion by its second year. Our success was largely driven by a highly loyal customer base. Social media engagement reached an impressive 60%, far exceeding the industry average of 10%, and customer repurchase rates remained above 70%. The brand achieved ROAS of 900%, with a strong proportion of direct searches, indicating brand recognition and loyalty.
Behind the Scene
Orgain quickly became GC Biopharma’s first consumer brand to achieve such high brand loyalty. Following Nestlé Health Science’s acquisition of a major stake in Orgain in 2022, Orgain’s position in Korea has grown even more robust, positively reshaping GC Biopharma’s traditionally conservative brand image.