Korea is infamous for its passionate drinking culture. In 2014, Korea ranked first in the average amount of liquor consumed by a person of legal age, with a weekly 13.7 shots of liquor, followed by Russia with 6.3. (image: WithMe)
SEOUL, May 27 (Korea Bizwire) – The next time you have a hangover, you might want to try a new Korean treat called a Gyeondo-bar.
Gyeondyo-bars are the latest hangover cure in the Korean market, developed by WithMe, a convenience store franchise owned by Korean retail giant Shinsegae. The name of the new bar is derived from the Korean ‘gyeondyobah’, which translates into ‘endure it!’, resulting in a clever play on words.
The grapefruit-flavored ice cream bars contain 0.7 percent of oriental raisin-tree fruit concentrate, which has long been used for medicinal purposes in Korea, including the treatment of hangovers.
Hangover cure drinks have long been popular products at convenient stores across the country. And there is logic behind their popularity.
Korea is infamous for its passionate drinking culture. In 2014, Korea ranked first in the average amount of liquor consumed by a person of legal age, with a weekly 13.7 shots of liquor, followed by Russia with 6.3.
“Drinking has a diuretic effect on our body, dehydrating it. Our body then naturally seeks substitutes,” said a WithMe official. “Ice cream, with its water and sugar, can help to overcome a hangover. And we’ve added extra ingredients to enhance its purpose.”
WithMe is selling Gyeondyo-bars for 1,200 won ($1), and will run a ‘buy two get one free’ promotion until June 30.
By Lina Jang (linajang@koreabizwire.com)
