A chain of convenience stores in South Korea has launched what feels to me like the most personal case of targeted advertising ever — an ice cream bar designed to combat the after-affects of a night spent heavily boozing, reports Reuters.
The Gyeondyo-bar, which translates to “hang in there,” hit the shelves on May 20. According to the company, it is the first ice cream bar marketed specifically to ameliorate the symptoms of a hangover.
The ice cream bar's name “expresses the hardships of employees who have to suffer a working day after heavy drinking, as well as to provide comfort to those who have to come to work early after frequent nights of drinking,” convenience store chain Withme FS said in a press release.
While the advent of the bar is sure to please anybody who has suffered the attendant ills associated with a night of excess, South Koreans — who drink 12.3 liters of alcohol per year, according to a 2014 World Health Organization report — in particular have something to rejoice about.
Not only is drinking a significant part of work life in South Korea, but Reuters reports that South Koreans make up Asia’s biggest alcohol consumers per capita. Moreover, according to industry data, South Korea rakes in an annual $126 million in hangover cures, with products ranging from skin-cosmetics to various pills.
So how does it taste?
Frankly, I’ve tried everything from greasy food (not great) to chugging water (effective but nauseating) to the “Hair of the Dog” (a fantastic method of prolonging agony) in order to ward off my hangovers. If this ice cream bar proves effective, I am stocking up no matter how off-putting the flavor profile.
Those of you who retain a defined palate even in the throes of agony, however, should know that, according to the Washington Post, the ice cream bars contain oriental raisin tree fruit extract and grapefruit flavor.
According to Reuters, a 2012 article in the Journal of Neuroscience found oriental raisin tree extract reduced symptoms of intoxication in rats — so you know the cure is real.