MASSTIGE TIME

Atomy's HemoHIM is making waves in the health functional food industry. In October of last year, South Korea's Ministry of Food and Drug Safety officially recognized that Atomy HemoHIM's main ingredient, HemoHIM's mixed extracts including Angelica Gigas, supports the immune system and reduces fatigue. This certification marks HemoHIM as the first health functional food to be individually recognized for both these benefits. Building on this success, Atomy has developed a global version of the product, 'HemoHIM G,' which has recently launched in Europe, Turkey, Taiwan, and other regions. To further expand its market presence, Atomy is hosting HemoHIM events worldwide, actively engaging with members and introducing this innovative product to a broader audience."

HemoHIM, developed by the Korea Atomic Energy Research Institute (KAERI) in 2006, holds the distinction of being the first individually certified health functional food in Korea recognized for its immune-boosting properties. With 'HemoHIM's mixed extracts including Angelica Gigas' as a key ingredient, HemoHIM is produced by Kolmar BNH and distributed exclusively by Atomy. This product has made significant strides globally, being exported to 19 countries. Domestically, HemoHIM has consistently generated over 100 billion won in annual sales since 2014, achieving a record-breaking 185.1 billion won in 2022, as reported by the Fair Trade Commission.

Despite its status as Korea’s best-selling health functional food, Atomy has continued to push for innovation. In 2017, Atomy initiated the "Project to Develop Technology for Long-Lasting HemoHIM" in collaboration with Kolmar BNH. While the benefits of 'HemoHIM's mixed extracts including Angelica Gigas' were already recognized, the project aimed to systematically explore and confirm these effects. After six years of dedicated research, Atomy successfully demonstrated HemoHIM's efficacy in reducing fatigue through scientific studies.

These findings were instrumental in confirming the fatigue-reducing properties of HemoHIM. While the antioxidant benefits of 'HemoHIM's mixed extracts including Angelica Gigas' were already acknowledged, this project focused on scientifically elucidating the underlying antioxidant mechanisms. The research included both clinical (human) and non-clinical (cell) trials, which demonstrated significant improvements in the Fatigue Severity Scale (FSS) and Multidimensional Fatigue Inventory (MFI) among healthy adults aged 30 to 60 suffering from fatigue. This breakthrough was published in the international journal Phytomedicine Plus and led to patents being secured in both Korea and Russia. Moreover, on September 1, 2023, HemoHIM's fatigue-reducing function was officially recognized by the 6th Health Functional Food Review Committee.

The recognition of HemoHIM's dual function in boosting immunity and reducing fatigue has further paved the way for its global expansion. HemoHIM G, a version tailored for international markets, was recently developed and launched in Europe.

This new product incorporates Chinese medicinal herbs, commonly used in various regions and serving a similar purpose to Angelica Gigas, Cnidium Officinale, and Paeonia Japonica. Despite the changes in formulation, HemoHIM G has shown no significant difference in immune enhancement and activity compared to the original product. To ensure acceptance in foreign markets, Atomy adapted the formula to cater to the preferences of international consumers, conducting surveys among members in the UK, Europe, and Korea. Interestingly, European members expressed higher satisfaction with the product, with 9 out of 10 respondents indicating their intent to purchase HemoHIM G.

The launch of HemoHIM G is poised to accelerate Atomy's global growth. Alongside Atomy's Absolute CellActive Skincare, HemoHIM has been instrumental in establishing the company’s market position. Reflecting its commitment to accessibility, Atomy significantly reduced the price of HemoHIM from KRW 770,000 for 60 sachets to KRW 76,500 for 30 sachets at the time of its initial release. As the marketing team noted, "HemoHIM G was developed with the global health functional food market in mind. With the dual certifications of immune support and fatigue reduction enhancing its market appeal, HemoHIM G is expected to play a significant role in driving sales and expanding market presence."

Since April, Atomy has been actively engaging its distributors through a series of events designed to highlight the latest developments in the HemoHIM brand, including the recent recognition of HemoHIM’s fatigue-improving function and the launch of HemoHIM G. These events, conducted through educational programs like Success Academy, one-day seminars, and interactive photo booths featuring catchy HemoHIM logo songs, aim to help members present HemoHIM to consumers in a more approachable and casual manner.

The ultimate goal is to solidify HemoHIM's position as the number one health functional food in Korea. One member shared, "When we talked about HemoHIM, many people would ask, 'I don't have any health problems, should I take this?' The certification for fatigue improvement makes it much easier to introduce."

Alongside these events, Atomy is also expanding the HemoHIM brand lineup. In September, the company plans to launch a new product, HemoHIM Shot, designed for those who want to enjoy the benefits of HemoHIM in a more convenient format. This new offering is a functional food labeled product that contains 6g of 'HemoHIM's mixed extracts including Angelica Gigas' recognized by the Ministry of Food and Drug Safety for its fatigue-reducing properties. Additionally, HemoHIM Shot includes taurine and guarana extracts for an immediate boost in fatigue recovery. A product development representative commented, ""HemoHIM Shot, with its recognized fatigue-reducing benefits, is intended to be a 'health energy drink.' We are confident it will be the first product people think of when they want to recover from fatigue and enhance concentration."