(Health Korea News / Doi Lim) As the domestic hangover cure market is once again stirring after COVID-19, Dongkook Pharmaceutical has announced its entry into the market by launching ‘EasySmart’, a hangover cure in the form of an oral dissolving film.
According to Dongkook Pharmaceutical on the 31st, Easysmart is a hangover cure that contains ‘Ice Plant Complex Concentrate’, the first domestic raw material that satisfies the Ministry of Food and Drug Safety’s hangover cure human application test guidelines. ‘Ice Plant Complex Concentrate’ is a combination of ice plant and two natural products (gall, mugwort), and the main ingredient, ice plant, is a succulent plant that grows in desert areas. It is also called desert ice because the leaves and stems contain transparent crystals.
Dongkook Pharmaceutical said, “The Ice Plant Complex Concentrate proved to have an excellent hangover effect as a result of human application tests according to the guidelines of the Ministry of Food and Drug Safety,” and “All 9 hangover questionnaire items (△discomfort due to hangover △thirst △fatigue △headache △dizziness/passion △loss of appetite △gastrointestinal disorder △nausea △heart tremors) showed improvement effects.”
In particular, when consuming one sheet before and after drinking (based on 700mg of raw material), the blood alcohol concentration decreased by 10.4% 15 minutes after consumption and 15.1% after 30 minutes, and the blood acetaldehyde concentration decreased by 7.7% after 15 minutes and 21.4% after 30 minutes, showing a rapid hangover relief effect, they explained.
In addition, alcohol metabolism enzyme ADH (alcohol dehydrogenase) was found to be activated approximately 1.75 times more, and ALDH (acetaldehyde dehydrogenase) was found to be activated approximately 4.09 times more.
The product is released as an oral dissolving film formulation, so it can be easily consumed anytime and anywhere without water. It can be consumed without burden due to its sweet Shine Muscat flavor and peppermint scent. You can attach one sheet to the roof of your mouth before or after drinking and let it slowly dissolve, or you can take two sheets in a row.
Dongkook Pharmaceutical is holding an online and offline promotional event to commemorate the launch of the new film-type hangover cure Easy Smart. From Monday, August 5 to Sunday, August 11, you can get it at a discount of up to 62% through the Naver ‘New Product Week’ exclusive online pre-order event. A Naver live broadcast will be held on Tuesday, August 6.
For the offline event, a brand pop-up booth will be operated for five days from Tuesday, August 6 to Saturday, August 10 at Sunburn, Yangyang Ingu Beach, a surfing mecca and a hot place for the MZ generation. Reflecting the fact that the product’s main ingredient, “ice plant,” is called the ice of the desert, the plan is to operate a fun photo booth with a large ice sculpture and expand customer touchpoints by providing product experience opportunities.
EasySmart is currently available at pharmacies and will be sold through Dongkook Pharmaceutical Nutrition Naver Smart Store, Olive Young, and various online channels starting in August.
A Dongkook Pharmaceutical official said in a phone call with Health Korea News on the 31st, “EasySmart is a product that has proven its functionality in the first ‘Human Application Test Guide’ for hangover relief from the Ministry of Food and Drug Safety, and it is a product that has both effectiveness and portability for consumers who visit pharmacies to purchase hangover relief products.” He added, “Together with EasySmart, we plan to create a fun and healthy drinking culture through easy and quick hangover relief.”
Meanwhile, the Ministry of Food and Drug Safety established the ‘Guidelines for Human Application Tests for the Verification of Hangover Relief Labeling and Advertising’ in June of last year. The main content is that in order to display or advertise the hangover relief functionality of hangover relief products from January 1, 2025, objective and scientific data must be obtained through human application tests or qualitative literature reviews of human application test results in accordance with the ‘Regulations on Verification of Labeling or Advertising of Foods, etc.’ (See related article below)
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Source: www.hkn24.com
