K-cure: South Korea’s booming market for traditional (and novel) hangover remedies
PositiveFinancial Markets

South Korea's hangover remedy market is thriving, largely thanks to the rise of hovenia dulcis, or heotgae, a traditional ingredient that has gained immense popularity over the past 18 years. Gil Sa-hyeon, a local shop owner, highlights how this once-unknown herb is now a staple in many households. The growth of this market not only reflects changing consumer habits but also showcases the country's rich tradition of herbal medicine, making it a significant cultural and economic phenomenon.
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