KGC Ginseng Corp.’s flagship brand CheongKwanJang is stepping onto one of the world’s largest natural and organic trade-show stages as it seeks to elevate its standing in the global wellness market.
The company said March 4 local time that it is participating in Natural Products Expo West 2026, held March 4–6 at the Anaheim Convention Center in California. Operating under the theme “127 Years. Korean Ginseng Legacy,” CheongKwanJang plans to highlight both the historical roots and research-driven competitiveness of Korean red ginseng.
Now in its 45th year, Natural Products Expo West is widely regarded as the largest global exhibition for the natural and health products industry, drawing buyers and brands from around the world. For companies targeting the North American market, the event serves as a key platform to boost brand visibility and expand local distribution networks. Growing U.S. demand for functional ingredients tied to immunity, energy and cognitive health has added momentum to participation.
CheongKwanJang aims to reposition red ginseng beyond its traditional medicinal image, presenting it instead as a science-backed daily wellness solution. The company says it is leveraging 127 years of accumulated cultivation and manufacturing expertise, combined with modern efficacy research, to broaden its appeal to global consumers.
At its booth, the company will offer red ginseng beverage tastings, operate a photo zone inspired by a ginseng farm concept and distribute sample products packaged in traditional Korean pouches. Products on display include the liquid stick format “Everytime 2000 mg,” along with concentrates, teas, capsules and powders, underscoring a range of consumption options. Traditional Korean wrapping cloth displays are also featured to reinforce the brand’s heritage identity.
The move reflects a broader premium strategy for Korean health-functional foods, industry observers say. Rather than focusing solely on exports, CheongKwanJang is combining heritage storytelling with scientific validation to differentiate its offerings. A key test will be whether experiential marketing and functional data can make red ginseng—still relatively unfamiliar to many Western consumers—more accessible in the U.S. market.
Founded in 1899, KGC Ginseng Corp. maintains four overseas headquarters in the U.S., China, Japan and Taiwan, and exports products to about 40 countries.
