BIONEER CORPORATION

Bioneer’s Subsidiary AceBiome Enters Tmall, China’s Premium Cross-Border E-commerce Platform, Accelerating Expansion in the Local Market

- Opened BNRThin Flagship Store for international sales

AceBiome announced on the 26th that it is accelerating its entry into the Greater China market by launching its flagship diet probiotic product, BNRThin, on Tmall Global, China’s premium e-commerce platform.

According to KOTRA (Korea Trade-Investment Promotion Agency), China’s probiotics market is projected to grow from approximately KRW 18 trillion in 2022 to KRW 25 trillion by 2025. Recognizing this growth potential, AceBiome has already established a flagship store on Xiaohongshu, building brand awareness from the early stages with strategic initiatives.

Tmall, operated by the Alibaba Group, is China’s largest B2C e-commerce platform and a key channel for international brands to directly engage with Chinese consumers and build trust. Particularly, Tmall Global, known for premium consumption, is expected to be a pivotal step for AceBiome to enhance its high-quality image and strengthen brand credibility.

In the domestic market, BNRThin has been recognized for its effectiveness and is now established as the No.1 diet probiotic globally. AceBiome has achieved remarkable growth, increasing its revenue from KRW 2.2 billion in 2018 to KRW 234.5 billion in 2023, a more than 100-fold increase in just five years. This success is attributed to its proven quality and brand trust in the competitive domestic market, serving as a strong foundation for further global expansion.

Lactobacillus gasseri BNR17, the active ingredient in BNRThin, is an innovative functional probiotic that has set a new standard for fat reduction, surpassing the traditional scope of probiotics. It won the Ingredient of the Year: Weight Management award at the 2018 NutraIngredients-USA Awards, and BNRThin and BNRThin Pro were named Products of the Year at the 2020 NutraIngredients-Asia Awards. Additionally, it received the prestigious IR52 Jang Young-sil Award in 2022, recognizing its quality and innovation both domestically and internationally.

As the country with the highest number of obese individuals worldwide, China represents a key market with continued growth in the health functional food sector. Leveraging major e-commerce platforms like Tmall, AceBiome aims to strengthen its foothold in the Greater China region. The company’s goal is to establish itself as a premium probiotic brand, simultaneously expanding sales and enhancing brand trust.

An AceBiome representative stated, “China’s health functional food market has unparalleled growth potential. Through targeted marketing activities and banner ads, we aim to increase product exposure among Chinese consumers and widely promote the excellence of BNRThin while actively engaging with them.”