Joyoung Co., Ltd.'s 'Hakimi' Product Brand Premium Capability Analysis

Based on the searched information, I analyze the brand premium capability of Joyoung Co., Ltd.'s ‘Hakimi’ product for you.

Joyoung Co., Ltd. launched the ‘Hakimi North-South Mung Bean Soy Milk’ product in November 2025, which attracted market attention due to the internet meme ‘Hakimi’. Notably,

[1], indicating that this product may not be officially named by the company but rather a spontaneous name from the market or consumers based on the internet meme.

From the market response, the ‘Hakimi’ concept has indeed brought significant short-term traffic to Joyoung Co., Ltd.:

• Stock Price Performance
  : The stock price quickly rose to the limit-up after opening on November 13, 2025[1]
• Product Popularity
  : The product sparked market discussions and consumer attention

However, this meme-based brand premium has obvious fragility:

• Internet memes usually have a short life cycle; once commercialized on a large scale, they depreciate rapidly
• As reported, ‘when a meme is printed on every supermarket’s soy milk bag, it becomes common language known to all’[1]

• Joyoung Co., Ltd. used its own cat as the image in this marketing campaign, avoiding the controversial round-headed elderly image to try to reduce risks[1]
• But this trend-chasing behavior has limited long-term value for brand image building

• The company actively clarified on the interaction platform that there are no related products, indicating a cautious attitude towards this marketing hype[1]

Dimension	Evaluation	Explanation
Short-term Premium	Strong	Obtained traffic dividends and stock price rise through meme culture
Long-term Premium	Weak	Meme culture is unsustainable, difficult to form stable brand premium
Brand Protection	Neutral	Company’s attitude is cautious, avoiding excessive binding
Consumer Perception	Vague	Officially not formally recognized, unclear positioning

The brand premium capability of Joyoung Co., Ltd.'s ‘Hakimi’ product is mainly reflected in the

level, . This meme-based premium is highly uncertain and difficult to convert into lasting brand assets. It is recommended that investors focus on the company’s core business fundamentals rather than short-term hot spot speculation.

: For more in-depth product sales data, price strategy analysis, and brand value evaluation, it is recommended to enable the in-depth research mode to obtain more detailed market data.

---

[1] Sina Finance - ‘Joyoung Soy Milk Sold Well but Hakimi’s Windfall May Be Over Soon’ (https://finance.sina.com.cn/tech/roll/2025-11-19/doc-infxvyar4309594.shtml)