ERDAOBAIHE, JILIN PROVINCE, China – A two-hour bus ride from Yanji Airport in Yanbian Korean Autonomous Prefecture brings one to Naeducheon (二道白河), or Erdaobaihe, in Jilin Province. Nestled at the foot of Baekdu Mountain (Changbai Mountain in Chinese), Naeducheon serves as the pristine source for Nongshim’s premium bottled water brand, Baeksansu. This area is designated as a protected primeval forest, ensuring its untouched natural state. Amidst the quiet, sparsely populated village, a tranquil stream flows, leading to a 10-minute uphill walk. At an elevation of 670 meters above sea level, a vast spring source, approximately 1 meter deep, emerges.
The water at the source is remarkably clear, with the bottom perfectly visible, as yongcheonsoo (湧泉水), or spring water, bubbles up from below. This type of water, naturally gushing without external pressure, maintains a consistent temperature of 6.5 to 7 degrees Celsius year-round, preventing it from freezing even in the harsh winters. An astounding 24,000 tons of spring water surge from this source daily, with 5,000 tons specifically allocated for Baeksansu production. A refreshing sip of the freshly emerged raw water reveals its cool and invigorating purity.
According to the Korea Institute of Geoscience and Mineral Resources (KIGAM), this spring water embarks on an extraordinary journey, flowing from Baekdu Mountain's Cheonji Lake (Heaven Lake) through approximately 45 kilometers of underground bedrock layers within a natural conservation zone. This natural filtration process spans about 40 years, making it one of the longest natural purification periods among bottled waters globally. The duration of natural filtration, defined as the time rainwater and snow melt take to penetrate the ground and traverse underground rock formations, is crucial. A longer filtration period enhances the natural mineral content and ensures a more meticulous removal of impurities. Baekdu Mountain’s volcanic basalt acts as a colossal natural filter, meticulously refining the water as it travels.
Nongshim has strategically installed collection devices at 22 points within this spring source, where the yongcheonsoo is most abundant. The collected raw water is then transported via a 3.7-kilometer underground pipeline directly to the Baeksansu production facility. A Nongshim representative affirmed, "The water collection process ensures no environmental pollution or natural destruction." This commitment to sustainability is paramount, given the source's location within a protected area. The company emphasizes a minimal impact approach, utilizing gravity and natural flow where possible to mitigate environmental footprints during extraction.
A mere five-minute bus ride from the water source brings one to the state-of-the-art Baeksansu factory. Nongshim invested a substantial 260 billion KRW (approximately 230 million USD) in 2015 to construct this expansive facility, covering 291,590 square meters (approximately 88,336 pyeong). The factory boasts an impressive annual production capacity of up to 1 million tons of bottled water. It operates as a "smart factory," incorporating advanced automation for processes such as bottling and packaging. This high level of automation not only enhances efficiency but also ensures stringent quality control and hygiene standards, critical for a premium product. After the production process, the finished Baeksansu products are moved to a railway station just 1.7 kilometers away. From there, they are transported by train approximately 1,000 kilometers to Dalian Port. Finally, the bottled water sets sail by ship, reaching Korean ports like Pyeongtaek, ready for distribution to consumers.
Ahn Myung-sik, CEO of Yeonbyeon Nongshim, highlighted the factory's advanced technology: "Our production lines utilize global equipment suppliers like Germany's Krones and P.E. Labellers, and Canada's Husky, among others." He confidently asserted, "Our equipment level is on par with, if not superior to, that of premium bottled waters like Evian." This comparison underscores Nongshim's commitment to delivering a product of global quality and competitive prowess in the high-end bottled water market, where purity, mineral balance, and production integrity are paramount.
Nongshim made its foray into the bottled water market in December 2012 with Baeksansu. Since then, the brand has achieved remarkable success, with cumulative sales exceeding 1.1 trillion KRW (approximately 970 million USD). Baeksansu has firmly established itself as one of the "big three" players in the South Korean bottled water market, alongside Jeju Special Self-Governing Province Development Corporation's 'Jeju Samdasoo' and Lotte Chilsung Beverage's 'Icis.' Baeksansu's annual sales have shown consistent growth, escalating from 24 billion KRW in 2013 to 52 billion KRW in 2015, and further surging to over 100 billion KRW annually since 2019. This trajectory highlights a steady increase in consumer preference and market penetration.
For 2025, Nongshim is embarking on a strategic brand re-launch for Baeksansu, aiming to increase its annual sales by 20% by 2030. Kim Sang-heon, Head of Nongshim's Marketing Division, outlined ambitious international expansion plans: "We aim to increase the proportion of overseas sales from the current 25% to 30% by 2030." He added, "We will actively target global markets beyond China, including the United States, Vietnam, and Cambodia." This global push is driven by the growing demand for premium bottled water worldwide, especially from sources with unique geological characteristics and established purity.
The global bottled water market is experiencing robust growth, fueled by increasing health consciousness, urbanization, and a preference for convenient hydration options. Nongshim’s strategy to expand internationally leverages Baeksansu’s unique selling proposition – its origin from Baekdu Mountain, a revered natural landmark, and its exceptionally long natural filtration period. This provides a compelling narrative of purity and natural mineral enrichment that resonates with health-conscious consumers. Competing in these diverse international markets will require tailored marketing strategies to highlight the brand's distinct qualities and appeal to local consumer preferences, while navigating varying regulatory landscapes and distribution challenges.
The journey of Baekdu Mountain water, from its pristine source deep within the volcanic bedrock to the consumer's table, is a testament to nature's enduring power and human ingenuity. The meticulous care taken in sourcing, the advanced technology in production, and the strategic distribution network all contribute to delivering a product that not only quenches thirst but also offers a piece of one of East Asia's most iconic and revered natural wonders. Nongshim’s continued investment and expansion efforts underscore the significant value placed on this unique natural resource, positioning Baeksansu as a formidable player in both domestic and international bottled water markets.
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