K-cure: South Korea’s booming market for traditional (and novel) hangover remedies | South Korea
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 […]










