Actress Park Bo-young has recently been chosen as the new face of Dongsuh Foods' Maxim Mocha Gold, as the company aims to strengthen its position in the instant coffee market in Korea. Dongsuh Foods has been the leading player in the instant coffee market for the past thirty years, primarily due to the success of its Maxim Mocha brand. In an effort to appeal to a wider consumer base and increase sales, the company has diversified its marketing strategies and introduced new menu items at its flagship store, Maxim Plant, in Seoul's Hannam-dong. Additionally, Dongsuh has collaborated with popular character brands and launched special edition packages to further engage customers. The company's commitment to developing new products and employing innovative marketing techniques has allowed it to maintain its top position in the domestic instant coffee market. In April, Dongsuh Foods appointed popular actress Park Bo-young as the brand ambassador for Maxim Mocha Gold, aiming to enhance brand recognition across different age groups. Through commercials, Park emphasizes the role of Maxim coffee in boosting concentration and efficiency. The company's official expressed confidence in maintaining their market leadership by continuing to introduce products that cater to consumer preferences and utilizing unique marketing approaches.