In Seoul’s Yangnyeongsi Market, hovenia dulcis, known locally as heotgae or the oriental raisin tree, has become a significant component of South Korea’s growing hangover remedy industry. This ingredient, highlighted by shop owner Gil Sa-hyeon, illustrates how consumer attitudes toward hangover cures have evolved over the years. The market reaching an estimated 350 billion won ($190 million) in 2024 reflects this trend, despite a broader decline in alcohol consumption among South Koreans since 2015.
Traditional hangover remedies in South Korea often include comfort foods like haejangguk, or hangover soup, featuring ingredients such as napa cabbage and dried fish. Convenience stores have also adapted, offering a wide variety of commercial products, including drinks, jellies, and tablets containing hovenia dulcis, among other ingredients.
Cultural analysts suggest that the social dynamics surrounding hangover products, especially among younger consumers, contribute to their popularity. Purchasing remedies as gifts during drinking sessions has become part of the social fabric. Both South Korea and Japan are noted exceptions in the global market for hangover recovery products, tied closely to their drinking cultures.
Hovenia dulcis has historical roots in traditional medicine, although its recent surge in commercial use is more recent. Interest in this ingredient for hangover relief began in the early 1990s, primarily due to Japanese research, which was later followed by studies in Korea. Research has indicated various potential detoxifying effects of hovenia dulcis, predominantly through animal studies, though high-quality human trials remain limited.
In response to concerns about unverified claims, new regulations effective January 2025 will require companies to conduct human trials to substantiate the efficacy of their products. This regulatory shift may affect the marketing landscape surrounding hangover cures, prompting a focus on both marketing and consumer experience rather than purely scientific validation.
Source: https://www.theguardian.com/world/2025/sep/28/south-korea-hangover-cures-booming-market-traditional-novel-remedies-k-cure