[CEO워치] Gwangsoo Kim, CEO of Dongseo Food, continues the ‘Canoe’ success story… Expanding customer touch points

Five pop-up stores were held in the past year… The first coffee bean barista competition was also held.
CEO Gwangsoo Kim, the marketing expert who led the success of ‘Canoe’… Appointed as the new CEO last March
Expanding product line beyond instant coffee to include coffee beans and capsule coffee

Kim Kwang-soo, CEO of Dongseo Foods, is considered a marketing expert who has led Canoo’s success, including the creation of the company’s slogan, ‘The World’s Smallest Cafe.’ Recently he has been accelerating his efforts to promote the ‘Kanu‘ coffee brand.

CEO Kim has held five pop-up stores in the past year, and she also held the company’s first coffee bean barista competition in the second half of this year. This is to continue the success story of Canoo, which expanded its product line beyond instant coffee to include coffee beans and coffee capsules by increasing contact points with consumers.

According to related businesses on the 22nd, Dongseo Food opened a total of five pop-up stores in the past year from October last year to October this year. First, from December last year to January this year, ‘Canoe on the Table Pop-up Store’ was held in Seongdong-gu, Seoul. After that, the ‘Canoe Rest Station Pop-up Store’ was opened in Gwangjin-gu, Seoul from May to June, and the ‘Grand Canoe Hotel Pop-up Store’ was held at Starfield Goyang and Starfield Hanam in July and in August, respectively. . This month, the ‘Switch to Canoe Compatible Capsule Pop-up Store’ is being held at Starfield Hanam.

Dongseo Foods also held the ‘Canoe Barista Championship’, a coffee bean barista competition, for the first time this year. This competition was designed to promote the excellence of the quality of Kanu coffee beans and spread the culture of coffee enjoyment. This competition will be held under the Canoe Invitational theme, and participants were recruited through the canoe paddling application (app) last September. The preliminaries were held this month and the finals will be held next month. The winner will receive a prize of 30 million won, the second place will receive a prize of 10 million, and the third place will receive a prize of 5 million.

A general view of the ‘Grand Canoe Hotel Pop-up Store’ held at Starfield Goyang in July this year.

As canoe products expand, offline marketing seems to be strengthening as well. Since its initial launch in 2011, Kanu has only released ready-to-eat products for over 10 years. Last year, we greatly expanded our product range by introducing capsule and capsule coffee machines in February and coffee beans in June.

Since taking office as CEO Kim Gwang-soo, Dongseo Foods has been holding several more active events to promote Canu offline. CEO Kim is using his marketing skills, which are his strengths, to promote Canû to consumers. CEO Kim is known as a marketing expert who led the success of ‘Maxim’ coffee blend and ‘Kanu’ instant coffee bean. The advertising slogans ‘Coffee is Maxim’ and ‘The Smallest Cafe in the World’ were created by CEO Kim Kwang-soo.

CEO Kwang-soo Kim was born in 1959, graduated from Yonsei University, and joined Dongseo Foods in 1985. He was the marketing director of Dongseo Foods and has been in charge of marketing since 2020. He was then appointed as CEO and President of Dongseo Foods in March last year.

Dongseo Food recorded the highest sales ever last year. The company’s consolidated sales last year were KRW 1.7554 trillion and operating profit was KRW 167.1 billion. Compared to the previous year, sales increased by 8.7% and operating profit increased by 4.4%.

[CEO스코어데일리 / 김윤선 기자 / yskk@ceoscore.co.kr]

Unauthorized reproduction and redistribution prohibited > 2024-10-22 07:00:00 Sent