Namyang Dairy said on Tuesday it is expanding its push into Asian markets including Kazakhstan and Vietnam. It is pursuing a dual strategy that uses Kazakhstan as a new hub, with beverages for Central and East Asia and infant formula for Southeast Asia.

Namyang Dairy recently launched 2 varieties of Take Fit Monster high-protein drinks, 3 varieties of Take Fit Max and 3 varieties of French Cafe Roastery at CU convenience stores in Kazakhstan at the same time. The company said Central and East Asia have a high share of young people and a growing health trend. It said it is targeting demand for high-protein and ready-to-eat products in line with local lifestyles that show strong preference for K-convenience stores.

It is also continuing to expand distribution in Mongolia. Namyang Dairy added 2 varieties of Take Fit Monster at CU convenience stores there in January. It had previously built a sales base through major supermarket chains in the Ulaanbaatar area, including NOMIN and Orgil, late last year.

It is now preparing to enter other key distribution channels. The company said additional local orders are continuing under a step-by-step expansion strategy that moves from large retail channels to convenience stores.

In Hong Kong, it is selling 2 varieties of Take Fit Monster through Circle K, the No. 2 operator by convenience store market share. Namyang Dairy said the product is the only Korean brand in the local protein drink category. The company said it also expects further expansion by targeting urban consumers in Hong Kong with a premium health drink strategy and by using Circle K’s network that extends to Macau.

In Southeast Asia, its push led by infant formula stands out. Namyang Dairy formed a strategic partnership with Phu Thai Group, Vietnam’s largest distribution company, in January and secured a sales network across the country’s 63 provinces and cities. It is carrying out locally tailored marketing through 160,000 retail outlets and specialised distribution channels such as baby shops.

In Cambodia, it is expanding its position in the premium infant formula market. Namyang Dairy said it is maintaining a top-three ranking in the local infant formula market while competing with French and U.S. global brands, based on quality control. It also said it holds about 90 percent share among Korean infant formula brands exported to Cambodia.

The company said in the infant formula segment it is segmenting its consumer base by operating ImperialXO alongside the locally tailored brand Star Grow.

Seo Seong-hyeon (서성현), head of Namyang Dairy’s global business team, said the company is expanding its export footprint with Take Fit and French Cafe for Central and East Asia and K-infant formula, which he said has strong quality trust, for Southeast Asia. He said it will strengthen local execution so that, beyond simply exporting products, its infant formula and beverages can become leading brands that permeate the daily lives of Asian consumers like K-pop or K-beauty.