BIONEER CORPORATION

Bioneer’s subsidiary AceBiome accelerates expansion into the Greater China market through entry into Douyin shopping platform.

AceBiome, a subsidiary of Bioneer, accelerates expansion into the Greater China market by launching BNRThin flagship store on DEWU

AceBiome announced on the 15th that it has opened an overseas flagship store for its product BNRThin on DEWU, a fashion and lifestyle shopping app highly popular among Chinese MZ (millennial and Gen Z) consumers. This marks AceBiome’s fourth entry into a Chinese e-commerce platform, following Xiaohongshu, Tmall, and TikTok.

DEWU, which started as a marketplace for limited edition and fashion items, has gained strong trust from Chinese consumers thanks to its strict product authentication system—an essential feature in a market sensitive to counterfeit goods. With rising interest in wellness and health, DEWU has recently expanded into the health supplement category, enjoying growing popularity among younger generations. According to the 2024 Marketing Insight Report on China’s Young Generation (ages 19–35) by Quest Mobile, DEWU was ranked the No. 1 media app in terms of preference among young users relative to the general population, proving its strong influence in the market.

AceBiome plans to leverage DEWU’s trust-based platform structure and high popularity among younger consumers. In particular, it aims to activate community engagement features—such as user reviews and peer recommendations—to facilitate organic word-of-mouth and establish itself as a friendly and familiar brand among young consumers in the Greater China region.

Building on its proven product quality and brand credibility in Korea, AceBiome is expanding its global footprint. Since generating KRW 2.2 billion in sales in 2018, the company achieved KRW 268.8 billion in revenue by 2024—a growth of more than 120 times in six years. This remarkable growth reflects strong performance in the highly demanding Korean market, and AceBiome is now aiming for continued growth in both Greater China and other global markets.

Notably, in a consumer survey conducted last year by People’s Daily Online, BNRThin (碧爱娜) was awarded the top prize in the “Dietary Probiotics” category, demonstrating strong product appeal. With over 2.79 million participants and 18.73 million total votes, BNRThin received outstanding scores across key metrics such as service quality, repurchase intent, and recommendation intent—outperforming its competitors and achieving high consumer satisfaction.

The core ingredient in BNRThin, Lactobacillus gasseri BNR17 (L. gasseri BNR17), is a functional probiotic that goes beyond traditional gut health by setting a new standard in the market with its fat-reducing properties. The ingredient was recognized with the "Weight Management Ingredient of the Year" award at the NutraIngredients-USA Awards in 2018. In 2020, both BNRThin and BNRThin Pro received “Product of the Year” honors at the NutraIngredients-Asia Awards. In 2022, the product was further validated with Korea’s prestigious IR52 Jang Young-Shil Award, recognizing technological innovation and excellence.

A representative from AceBiome stated, “Our launch on DEWU marks a significant turning point for boosting brand awareness among younger consumers in the Greater China region. We plan to continue attracting new customers through differentiated marketing strategies tailored to the unique characteristics of each platform, including Tmall, Xiaohongshu, TikTok, and DEWU.”