hy's cleansing beverage "God Biwoom" is gaining popularity among foreign tourists as a "travel constipation solution."
Overseas exports of the 230 ml God Biwoom product surged 673% year-on-year as of January this year, hy said Tuesday. Monthly overseas sales of the entire God Biwoom series have continued to grow.
In the domestic market, annual sales jumped from around 50,000 units in 2023 to about 3.4 million units in 2025, a more than 60-fold increase in two years. Cumulative sales have surpassed 6.5 million units.
The starting point of the product's spread was Xiaohongshu, China's largest social networking service. As reviews about resolving bowel discomfort during trips to Korea spread through Xiaohongshu, demand grew rapidly, paving the way for official exports to expand to 10 countries including China, Japan, the United States and Hong Kong.
Behind the popularity of God Biwoom among foreign tourists lies the universal discomfort of "travel constipation." Unfamiliar environments, dietary changes and long travel times disrupt travelers' bowel function regardless of nationality. As reviews piled up that the product is easily available at convenience stores and acts quickly, it has established itself as a "travel essential."
The perception that Korean beverages are healthy has also played a role. The Korea Customs Service previously analyzed that not only the influence of the Korean Wave, including K-pop and dramas, but also the perception that Korean beverages are healthy has been reflected in rising foreign demand.
The success of God Biwoom is also tied to the growth of the global gut-health beverage market. The global gut and digestive health beverage market was valued at $23.4 billion in 2024 and is projected to grow at an average annual rate of 8.5% to reach $49.8 billion by 2033.
hy is continuously expanding the God Biwoom lineup. "God Biwoom Mild," which adds apple cider vinegar to the original God Biwoom, and "God Chaewoom" have been additionally launched. hy is accelerating its transition from a door-to-door sales model centered on "Yakult Ajumma" delivery ladies to a consumer goods brand based on convenience store and online channels.
