Founded in 2016, the brand has built a strong presence across major North East Asian markets, including South Korea, China, and Japan, and has most recently entered Singapore on January 1, 2026.
“In particular, Denps has demonstrated clear leadership in South Korea, ranking number one in both the imported probiotics category and the overall probiotics category for the past three years, earning the trust of millions of consumers and clearly proving the difference in quality,” Lee Hyun Yong, CEO of Denps Global, told NutraIngredients.
“We are now strategically expanding into markets such as Malaysia, Hong Kong, Vietnam, and the US. With Singapore positioned as our flagship hub in South East Asia (SEA), we plan to scale advanced microbiome-based health solutions across the region.”
Lee added that Singapore is a country where global capital, culture, and innovation converge, serving as a “wellness window” that often shapes consumer trends across SEA.
“Its strict regulatory standards and high-quality expectations paradoxically make it an ideal opportunity for Denps, a brand that refuses to compromise on quality.”
Beyond its domestic market, Singapore stands as an international crossroads for business, invention, and travel.
With millions of visitors passing through each year, it offers Denps an “exceptional platform” to introduce itself to a broader audience while anchoring the brand in a trusted, premium environment.
“We see Singapore not as a test market, but as a strategic launchpad for the entire SEA region. The premium brand equity and consumer trust we establish in Singapore will act as a powerful seal of credibility as we expand into neighboring markets.”
By leveraging the data and insights accumulated in Singapore, Denps aims to progressively build a premium wellness ecosystem tailored to the specific needs and characteristics of Asian consumers.
Carefully curated line-up
With its Singapore launch, Denps is debuting nine products in the market, including its flagship formula, Denmark Probiotics Story Premium.
The supplement features Lacticaseibacillus rhamnosus (LGG) and Bifidobacterium animalis subsp. lactis (BB-12), widely recognized as two of the world’s most clinically documented, high-efficacy probiotic strains. Supporting both gut balance and immune health, this product has sold over 19m units globally in the past decade.
Other products now available in Singapore are namely Denmark Probiotics Story Pro, Denmark Probiotics Story Stick, Denmark Probiotics Story Women, Denmark Probiotics Story Derma, Denmark Probiotics Story Diet, Denmark Probiotics Story Denti, and TruVitamin Premium.
According to Lee, this line-up is deliberately selected to reflect Denps’ core strength in probiotics while addressing the most relevant health needs of today’s consumers.
“Rather than focusing on a simple product launch, we concentrated on delivering a carefully curated portfolio designed to enhance the quality of life for Singaporean consumers,” he said.
“Singapore is a market led by highly intelligent, health-literate consumers who closely examine not only product ingredients, but also the scientific evidence behind them.”
The company had analyzed Singapore’s unique environmental and lifestyle factors, including its hot and humid climate, fast-paced urban living, and transition towards an aging society.
Based on this, it identified nine core health areas, such as immunity, digestive health, women’s health, and metabolic support, that underpin modern well-being.
“All products meet Denmark’s stringent safety standards and are formulated exclusively with clinically validated, top-tier probiotic strains, allowing consumers to experience how small daily habits can drive fundamental health improvements. This was a strategic choice to demonstrate Denps’ authenticity in a highly discerning premium market like Singapore.”
Long-term trust over short-term hype
South Korean actor Gong Yoo is appointed as Denps’ global brand ambassador for mirroring the philosophy of long-term wellness built on trust, quality, and consistency. (Denps)
Denps’ growth strategy is centered not on short-term sales, but on fostering deep, trust-based relationships that become part of consumers’ lives.
To achieve this, the brand has partnered with Watsons, a leading health and beauty retailer in Asia, to deliver a consistent premium brand experience across both online and offline channels.
“Together with our global ambassador, internationally acclaimed South Korean actor Gong Yoo, we reinforce Denps’ core values of trust, consistency, and long-term health in an authentic and relatable way.
“Rather than relying on marketing, we prioritize expert-led, educational content that empower consumers to make informed health choices. These efforts ensure that our growth in Singapore is sustainable and meaningful, prioritizing long-term connections over short-term hype,” Lee emphasized.
The company believes that when Denps is recognized not just as a good product but as a trusted guide to healthier living, sustainable sales growth will follow naturally.
