ProBiotix Health signs TopHealth agreement in South Korea to boost APAC market footprint

ProBiotix Health, a life sciences company developing probiotics to support cardiometabolic health, is expanding its APAC market presence with a new long-term partnership agreement with TopHealth, a South Korean health and wellness consumer products business.

ProBiotix has granted TopHealth exclusive rights to sell finished consumer products directly to consumers in South Korea across three distribution areas: products marketed under the ProBiotix CholBiome brand, YourBiotix private turnkey solutions to be sold to South Korea-based brand owners, and sales of TopHealth’s own consumer brand products.

“We are pleased to have managed to secure a market leader like Tophealth. It is a company with a proven track record of building strong businesses in the probiotic sector, and today, it ranks as one of the leading brand innovators in the South Korean supplement market,” says ProBiotix CEO Steen Andersen.

“South Korea poses a perfect fit for our value proposition, being a high-price growth market with an increasing focus by consumers on probiotic supplements to help manage their health,” he continues.

“TopHealth has worked diligently with the influencer market, harnessing their large followings to influence consumer purchasing decisions. We expect this increasing awareness to drive demand for our products in the years ahead.”

Strong digital presence

In addition to traditional retail outlets, TopHealth says it has developed a strong digital presence, allowing it to harness South Korea’s social media landscape. The company partnered with PBros, an influencer network that also provides personalized pharmacist consultations.

“This approach is particularly effective in South Korea, where social media usage stands at 93% of the population — significantly higher than the global average of 63%. The country’s nutraceutical influencer sector alone was valued at approximately £1.3 billion (~US$1.7 billion) in 2022,” shares ProBiotix.

The probiotic dietary supplements market in South Korea is projected to reach £870 million (~US$1.1 billion) by 2030.The first phase of the new partnership will focus on the import and direct sale of Cholbiome X3 to consumers. Following this initial phase, TopHealth will complete local registration to market its own-brand Bifolacto using ProBiotix’s patented probiotic strain for cardiometabolic health, LPLDL.

Scientific awareness of the gut microbiome’s impact on cardiometabolic health has been growing, as research earlier this year revealed that body-gut bacteria functions can mitigate fatty liver disease and high cholesterol. According to the study, these partnerships balance complex chemicals regulating bile acids for digestion, cholesterol control, and fat metabolism.

South Korea bullish on gut health

Probiotix highlights that in 2024, the probiotic dietary supplements market in South Korea was estimated to be worth £350 million (~US$452.5 million). The company states it is projected to reach £870 million (~US$1.1 billion) by 2030, representing significant growth potential for science-backed solutions in cardiometabolic health.

It adds that approximately 17% of the country’s 52 million population suffers from hypercholesterolemia (high cholesterol), indicating substantial demand for effective, science-backed solutions to address this health concern.

“This partnership with ProBiotix represents a significant opportunity for TopHealth, as we both share a common vision of improving consumer health through scientifically validated solutions,” says TopHealth founder and CEO, Tae Yoon Kim.

“Due to current Korean regulations, we are initially entering the market via CBEC (Cross-Border E-Commerce), alongside preparing a number of long-term distribution and brand strategies for future growth,” he notes.

Kim believes that differentiated technologies such as LPLDL offer strong potential to deliver new, innovative health solutions to Korean consumers.

“Having been the first to introduce Fastmelt formulations to the Korean market, we are also preparing for a full product launch using this format, in collaboration with a specialized manufacturer in Denmark. This will enable us to enhance both convenience and consumer satisfaction.”

“By combining innovative science from ProBiotix with TopHealth’s deep market expertise, we aim to further strengthen our leadership in the Korean probiotics market.”