1. The Huge Misconception Hidden in What Seems Obvious
“Is there any other nation that eats as many vegetables as Koreans?”
Let’s recall a typical Korean meal. Along with the staple kimchi and cubed radish kimchi, there are spinach namul, seasoned bean sprouts, and fragrant perilla leaf pickles. We wrap vegetables in leaves, add them to soup, mix them with rice — we have always lived with vegetables. In fact, South Korea consistently ranks among the top OECD countries in vegetable consumption, earning the title of a “vegetable powerhouse.”
In the early 2000s, everyone thought, “Vegetables are so common in Korea that it’s hard to create a new market with them.” However, hy (then Korea Yakult) discovered a clever “gap” hidden within this obviousness: an imbalance between ‘amount consumed’ and ‘method of consumption.’
We believed we ate plenty of vegetables, but much of it was in the form of salted kimchi. Busy modern people found it nearly impossible to consistently eat a variety of fresh vegetables daily. People were living under the illusion that they were eating enough vegetables.
2. Yakult Lady’s New Weapon: Haru Vegetable
Having dominated the fermented milk market in Korea with Yakult, hy was searching for new growth engines. They boldly decided to enter the vegetable market, which everyone else had dismissed as a “red ocean.” Their question was simple:
“Are people really eating ’enough and a variety’ of vegetables?”
hy’s research answered “No.” The World Health Organization (WHO) recommends 350g of vegetables daily. But busy office workers, picky children, and even health-conscious housewives found it hard to meet this standard consistently.
In 2005, an innovative product that would change the market landscape was born: ‘Haru Vegetable.’
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The success strategy of ‘Haru Vegetable’ was surprisingly clear:
- Clear Concept: “One bottle makes it easy to get the daily recommended 350g of vegetables!” No complicated explanations were needed. Everyone knew they should eat vegetables for health, but consumers who were unsure how much and how to eat them were given a clear answer.
- Trust in Quality: The principle of using only 100% organic vegetables captured the hearts of health-conscious consumers.
- Strongest Distribution Network: The “Yakult Lady” (now Fresh Manager), who delivers door-to-door nationwide, was more powerful than any courier system. Delivering fresh health every morning to office desks and apartment doors played a decisive role in quickly establishing Haru Vegetable in the market.
The result was a huge success. Haru Vegetable became an instant hit and the undisputed leader in the domestic vegetable juice market. It broke the stereotype that “vegetables must be chewed” and created a new market for “health in a convenient drink.”
3. The Power of Contrarian Thinking That Changed the World
The success story of hy’s Haru Vegetable teaches us an important lesson: the greatest business opportunities may be hidden within market common sense that everyone believes to be true. Without being trapped by the fact that Korea is the top vegetable-consuming country, hy’s contrarian insight into people’s “inconvenience” and “deficiency” created a lasting success story in the Korean food market.
Side Story: How Much Vegetables Should You Actually Eat in a Day?
“350g of Vegetables a Day”—Is That Hard to Visualize?
We constantly hear that “we should eat a lot of vegetables,” but it’s hard to answer exactly “how much.” What does the “350g” standard that Haru Vegetable used actually mean?
WHO and Korean Standards
- World Health Organization (WHO): Recommends consuming at least 400g of fruits and vegetables daily, commonly known as the “Five a Day” campaign.
- Korean Nutrition Society: Considering Korean eating habits, recommends adults consume at least 500g of vegetables daily (raw basis, about 7 servings) and 200g of fruit (about 2 pieces). Cooked vegetables like namul count as one serving (70g), while raw vegetables count as two servings (140g).
Visualizing the Daily Recommended Vegetable Intake
It’s still hard to grasp just from text. Let’s estimate with common foods:
- 1 cucumber (about 200g)
- 2 medium tomatoes (about 300g)
- Half a head of iceberg lettuce (about 200g)
- One serving of spinach namul (about 70g)
- 1 bell pepper (about 150–200g)
Looking at this, it’s clear that consistently eating this amount daily is not easy. What’s especially important is not just the quantity but the ‘variety.’ Eating a colorful mix of red, yellow, green, purple vegetables provides the diverse vitamins, minerals, and phytochemicals our bodies need.
How about adding a colorful vegetable salad to your dinner table tonight?