South Korea Country Report 2012

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Discovery Reports

Global kitchen brand leads in slow juicer innovation

Discovery Reports

PUBLISHED : Tuesday, 16 October, 2012, 4:47pm
UPDATED : Friday, 24 May, 2013, 6:06pm

Hurom LS chairman and founder Kim Young-ki spent more than 30 years perfecting the Hurom juicer and extractor. Hurom's patented Slow Squeezing system gently extracts juice from fruits and vegetables while maintaining their colour, flavour and nutritional value.

Side-by-side comparisons between a Hurom and a high-speed juicer demonstrate the superior performance of Kim's brainchild. Unlike the Hurom juicer, which uses an auger-like screw and low-speed technology, the blades of a regular juicer can damage and lessen the volume and nutritional value of fruits and vegetables. The Hurom juicer also produces drinks with four times more nutrients, including six times more vitamins and enzymes.

The Hurom slow juicer is South Korea's most-wanted household appliance. The product is sold with patents in 41 countries including the United States and throughout Asia and Europe.

Promotions for the slow juicer focus on in-store or televised demonstrations. Hurom is on the lookout for more home shopping channel partners in Southeast Asia.

Hurom Farm, a franchise that sells fresh juices produced by Hurom appliances, is the company's latest endeavour. The company will open a Hurom Farm in Shanghai, and is looking for franchisers who share its values of promoting a healthy lifestyle.

"A lot of people concerned about their health can develop the Hurom habit and live longer in the process," Kim says.

With a new manufacturing facility in Tumen on the mainland to increase production capacity, Hurom has set its sights on becoming the No 1 slow juicer manufacturer in the world. The company forecasts sales of HK$7.76 billion by 2015, 90 per cent of which will come from overseas. Hurom plans to work with global distributors to reach this goal.

"My main goal is for each household to have a Hurom juicer," Kim says.

Hurom LS