Among the countless new products pouring out of the retail and food industries every day, reporters from the Seoul Economic Daily's Lifestyle Industry Department personally purchase the hottest new items at stores, try them out, and share their reviews.
This week, reporters covering retail and food & beverage tried convenience store chain Emart24's energy drink "Blue Eagle," a product launched in collaboration with "Yonsei Science."
While conventional energy drinks have positioned themselves as stimulant beverages featuring strong caffeine and intense flavors, Emart24's new Blue Eagle series focuses on everyday condition management. The product stands out for cutting caffeine content by up to 70% compared to existing energy drinks, concentrating instead on more balanced energy replenishment.
Blue Eagle in particular contains 1,000 mg of taurine, four types of B vitamins, and L-arginine, designed to support stable vitality rather than momentary alertness. The intent appears to be preempting a new trend in the energy drink market with a "daily energy drink" that reduces the burden associated with stimulation.
Here is a 100% self-purchased review. Can Blue Eagle turn the energy drink market upside down? The price is 2,300 won.
■ 1Day3Coffees (A walking melting pot of tastes, from Korean to Mediterranean cuisine. More concerned about who to eat with than what to eat.)
Of the two varieties, the yellow-hued Blue Eagle Balance tastes like powdered vitamins at first sip, with a bitter aftertaste. The astringent flavor lingering in the mouth twisted my expression. The white-colored Blue Eagle Focus is a downgraded version of mint gum flavor. It isn't bitter, but it still produces the same puckered face.
Taste ☆☆☆☆☆
Price ★★☆☆☆
Repurchase Intent ☆☆☆☆☆
■ Mintchoco Guardian (Loves both spicy and sweet, but hates anything "too" spicy or sweet. The type who must chase sweet with spicy to feel satisfied.)
It wasn't to my taste, which was quite disappointing. My only thought was, "This is too sweet." Even if it's sweet, it would have been better with stronger carbonation and a cooler taste. This product lacks refreshment and only delivers sweetness, so I had no desire to try it again. The sweetness was so overwhelming that I had to rinse my mouth with water.
Taste ☆☆☆☆☆
Price ★★★☆☆
Repurchase Intent ☆☆☆☆☆
■ Skinny Glutton (Eats everything whether greasy or spicy. A whole chicken or a whole pizza is the default.)
The taste fell short of expectations overall. The thick, strong bitterness felt from the first sip lingered in the mouth, bringing a sense of heaviness rather than refreshment. The balance between sweetness and acidity was ambiguous, preventing a clean finish, and the aftertaste also failed to feel crisp.
Even accounting for the flavor and aroma typical of functional drinks, the product feels underdeveloped. Frankly, choosing Bacchus would be a better option. That said, being zero-calorie is a plus, as it can at least be consumed without guilt.
Taste ★★☆☆☆
Price ★★☆☆☆
Repurchase Intent ★☆☆☆☆
■ Ursa (The type who wants to wind down the day with a Jack & Coke after work, but finds even taking ice out of the freezer bothersome.)
The product draws attention as a collaboration between Emart and Yonsei University. However, the strong stimulation or alertness typical of energy drinks is somewhat weak, and the taste lacks distinct character. It's questionable whether there's a compelling reason to choose it.
Taste ★★☆☆☆
Price ★★★☆☆
Repurchase Intent ★★☆☆☆
■ Old-School Palate (Eats just about anything but avoids sweetness. Enjoys bitter coffee and prefers balanced flavors over intense ones.)
The first impression is sweet soda-like, but overall the sweetness is on the strong side. There's some acidity, but rather than blending naturally with the sweetness, the sweet and sour notes feel disconnected, which could divide opinions. Overall, it's a beverage where sweetness is emphasized rather than balance. Blue Eagle Focus is a drink with a strongly artificial aroma and taste. The flavor is reminiscent of existing energy drinks like Bacchus or Confidence, but with weak carbonation and a more pronounced sour taste. It's somewhat lacking as a refreshment or thirst-quencher.
Taste ★★☆☆☆
Price ★★☆☆☆
Repurchase Intent ★☆☆☆☆
■ Dreaming Gourmet (Likes straightforward flavors but (tries to) savor food's layers carefully. Bread over rice. Loves cilantro and coconut!)
I felt slightly uneasy from the first sip, and my suspicion was confirmed. Instead of the sweetness typical of energy drinks, a medicinal aroma came through first, making it hard to drink. The aftertaste lingered with bitterness rather than cleanness — the type I wouldn't reach for again. It may have stimulant effects, but based on taste alone, it's not a product I'd want to revisit.
Taste ☆☆☆☆☆
Price ★★★☆☆
Repurchase Intent ☆☆☆☆☆
■ Palate Scrooge (A picky eater who rarely gives desserts a second look. But once hooked, sticks exclusively to one thing — the quintessential "fixed-taste" type of eater.)
The purpose of an energy drink is clear: to squeeze every last drop of energy out for at least that one day through stimulation. The moment it was positioned as a beverage for "condition management," it had already failed to target energy drink demand. If at least the taste were good, I'd drink it — but did they reduce the flavor along with the stimulation? There's an unpleasant bitterness at the end. The first taste feels like "Confidence" without the sugar. I don't expect to see it again.
Taste ★☆☆☆☆
Price ★☆☆☆☆
Repurchase Intent ★☆☆☆☆
