"Health Supplements as Collectibles"... Gyeongnam Pharmaceutics' Kalo teams up with Sanrio to target Olive Young

[Financial News] Gyeongnam Pharmaceutics is joining forces with character intellectual property (IP) and merchandise in its diet health supplement line to appeal to Generation MZ consumers. The company aims to strengthen packaging and collectible value in a market centered on functionality, while expanding its connection with younger buyers.
Gyeongnam Pharmaceutics announced on the 31st that its diet supplement brand Kalo will launch a limited Olive Young exclusive package, "Kalo-Stop Plus+·Control Plus+," in collaboration with Sanrio Characters.
The set contains 15 sticks each of "Kalo-Stop Plus+" and "Kalo-Control Plus+" for a one-month supply. It will be sold in limited quantities online and offline at Olive Young.
What stands out is the combination of product functionality with character IP and merchandise. The front of the package features Sanrio Characters designs, and it also includes a popular Pompompurin acrylic key ring. Moving beyond function-focused marketing typical of health supplements, the company is broadening the appeal to include design and collectible value, much like fashion and beauty products.
In particular, Gyeongnam Pharmaceutics plans to strengthen its contact with target consumers by introducing the product as an Olive Young exclusive, where women in Generation MZ make up a large share of customers. As health management and dieting have become part of everyday self-care, the company also expects character IP to lower the barrier to entry for the brand.
A Gyeongnam Pharmaceutics official said, "We planned this collaboration so that consumers who enjoy health and self-care can approach dieting as a more everyday lifestyle," adding, "Through the Olive Young limited package, we will highlight Kalo's product competitiveness and continue expanding consumer touchpoints."


[email protected] Kim Kyung-a Reporter