Maxim Mocha Gold marks 37 years of sweetening coffee culture

Dongsuh Foods would not have been the same if it were not for Maxim Mocha Gold. First introduced in Korea in 1989, the brand has consistently dominated the country’s instant coffee market while expanding its domain globally. Last year alone, the brand sold 5.3 billion coffee mix sticks — the equivalent of 170 sticks every second. The brand’s popularity here dates back to 1976. Using its existing expertise in instant coffee processing, Dongsuh introduced Maxwell House Coffee Mix. Enhanced with creamer and sugar to mitigate any bitter taste, the pouch-type packets hit the jackpot, drawing new customers who had never before tasted coffee. Thirteen years later, the domestic market for instant coffee had become incredibly competitive, prompting Dongsuh to roll out Maxim Mocha Gold. The company invested in research to determine the correct level of intensity in coffee bean roasting and improving the coffee extraction process. It also changed from the earlier pouch-type packaging to the current stick-type, allowing consumers more control over the amount of sugar in their coffee. Fast forwa