With wide daily temperature fluctuations causing seasonal influenza to spread nearly a month earlier than usual in South Korea, pharmacies are seeing a noticeable shift in consumer demand toward next-generation cold remedies.
The Korea Disease Control and Prevention Agency (KDCA) reported that during the first week of September (Aug. 30–Sept. 5), the proportion of patients displaying influenza-like illness reached nearly double the seasonal epidemic threshold. Driven by cases among infants, toddlers, and elementary school students that more than doubled compared to the same period last year, health authorities issued a nationwide influenza epidemic advisory on Sept. 11.
Against this backdrop, Hanmi Pharmaceutical announced on Sept. 17 that its three-product line of over-the-counter combination cold medicines, "MaxiBufen Soft Capsules," has experienced steady sales growth and rising reorder volumes at pharmacies nationwide.
The surge highlights a shifting market landscape following a key regulatory update. On Jan. 16, 2025, South Korea’s Ministry of Food and Drug Safety revised its standard manufacturing criteria for pharmaceuticals to permit ibuprofen as an ingredient in combination cold medications. Previously, ibuprofen had been restricted to single-ingredient formulations for fever, pain, and inflammation. Following the rule change, Hanmi obtained regulatory approval in August 2025 and launched the industry’s first ibuprofen-based combination cold medicine line in November 2025.
While traditional combination cold medicines rely primarily on acetaminophen as their active fever-reducing and pain-relieving agent, ibuprofen is a nonsteroidal anti-inflammatory drug (NSAID). In addition to reducing fever and pain, ibuprofen actively targets inflammation, providing enhanced relief when cold symptoms are accompanied by painful sore throats or muscle aches.
To address specific symptom profiles, Hanmi segmented its MaxiBufen line into three tailored formulations: "MaxiBufen Cold" for overall cold symptoms, "MaxiBufen Cough" for severe sore throat, and "MaxiBufen Nose" for nasal congestion and runny nose. Formulated as liquid-filled soft capsules, the medication is designed to dissolve rapidly in the stomach for faster absorption, while color-coded, symptom-specific packaging helps pharmacists guide patients toward the appropriate option.
Hanmi’s early entry into this new market segment has since drawn competitors into the space. Dongkook Pharmaceutical released a competing line shortly after, while Chong Kun Dang and Dong-A Pharmaceutical are currently introducing or preparing their own ibuprofen-based combination cold products.
"MaxiBufen Soft Capsules opened the domestic market for ibuprofen combination cold remedies, offering consumers tailored choices based on their specific symptoms," a Hanmi Pharmaceutical official said. "As positive feedback from pharmacies continues, we will keep expanding our cold medication portfolio to meet evolving consumer and clinical needs."
Medical experts note that while ibuprofen offers strong anti-inflammatory benefits, NSAIDs carry a higher risk of gastrointestinal side effects compared to acetaminophen. Consequently, consumers are advised to take ibuprofen-based medications after meals, and individuals with preexisting gastrointestinal conditions or those in late-stage pregnancy should consult a pharmacist before use.
All three MaxiBufen Soft Capsule products are over-the-counter medications available without a prescription and are distributed to pharmacies nationwide via OnlinePharm, an affiliate of the Hanmi Science group.
