Ginseng products of KGC are displayed in Qatar. The Korean ginseng maker has tapped into the Middle Eastern country, timed with the 2022 FIFA World Cup. Photo courtesy of KGC

Korean ginseng firm vies to make its presence felt during World Cup

Korea Ginseng Corporation (KGC) announced on Nov. 20 that it had made a foray into Qatar in time with the 2022 FIFA World Cup games in the Middle East country.

The Seoul-based company noted that it would carry out a variety of marketing campaigns to attract Qatar people and visitors to the global football festival.

Toward that end, KGC would sell its products in more than 200 stores across the country, including ones of the top European health food chain, Holland & Barrett.

Holland & Barrett operates over 1,300 stores across the world. In particular, it has a substantial presence in such countries as the United Kingdom, Ireland, the Netherlands, China, and Saudi Arabia, on top of Qatar.

In addition to Holland & Barrett shops, KGC is scheduled to cooperate with French discount chain Carrefour and stadium operators in Qatar.

The KGC runs South Korea’s most prestigious red ginseng brand, dubbed CheongKwanJang, and it would try to win the hearts and minds of end customers in Qatar, according to KGC.

This is not the first time for KGC to wade into Arabic countries _ KGC is making its presence felt in the United Arab Emirates and Saudi Arabia.

In particular, KGC has tried to take a firm root in the UAE after the government approved ginseng extracts as a functional health food in 2020.

As a result, the company’s 2021 ginseng shipments to the UAE and other Middle East nations jumped five-fold compared to 2020.

And the company’s advance into Qatar is expected to further boost its business in the Middle Eastern markets.

“In time with the attention-grabbing World Cup matches, KGC makes inroads into Qatar for the first time ever,” KGC global business head Kim Hyung-sook said.

“We will put forth efforts to let people know the power of our ginseng products, not only in Qatar but also in other Middle Eastern countries.”