Domestic golf brand Volvik (CEO Hong Seung-seok) has launched the next-generation golf balls ‘AXIA Lumina’ and ‘VIVID Lumina,’ which embody the ‘ALL DAY’ concept. These products are evaluated as next-generation golf balls that cover not only daytime but also nighttime rounds by combining Volvik’s unique color ball technology with glow-in-the-dark and fluorescent features.
The VIVID Lumina upgrades the color expression of the existing bestseller VIVID, emitting a radiant glow during the day and enhancing the fun of night golf with its self-glowing and fluorescent features at night. The longer it accumulates UV (400nm) light, the more persistent the luminescence becomes, ensuring excellent visibility even in dark conditions. The AXIA Lumina, based on a white color, applies 360-degree neon color lines to aid precise aiming during putting and completes a luxurious visual with a glossy coating. The neon lines react to UV light to emit fluorescent glow, and in dark conditions, they transform into a glow-in-the-dark ball, boasting exceptional visibility.
Through the Lumina series, Volvik is presenting innovation under the theme ‘From Color to Light’ and strengthening its unique brand identity in the global market. We heard directly from CEO Hong Seung-seok about Volvik’s strategies and vision for continuing new attempts.
– Volvik is known as a pioneer in color balls. However, why emphasize both white balls and the ‘ALL DAY ALL COLOR’ strategy recently?
“White balls account for about 70% of the global market. While we were strongly associated with color balls, we secured competitiveness in white balls last year by launching the 100% domestically developed tour-performance urethane ball ‘Condor S3·S4.’ We now have the foundation to compete with global brands and, at the same time, have evolved our strengths in color and design to create innovative balls like VIVID Lumina and AXIA Lumina.”
– What are Volvik’s differentiation points in the global market?
“First is the quality and R&D capabilities of Made in Korea. Second is our world-class color expression and pattern design technology. It’s not just about applying color; there’s a difference in dye sourcing, formulation, and coating technology. This allows us to create color vibrancy and visuals that other brands cannot replicate. Recently, with concepts like the Lumina series that utilize light, and niche market strategies using Disney and Marvel licenses, we are pioneering unique areas in the global market.”
– What aspects are most emphasized in the product development process?
“The essence of a golf ball is performance. Volvik’s strength lies in its dual-core structure. The interior is designed to be hard, and the exterior soft, satisfying both distance and feel at impact. We have expanded our lineup from ionomer balls to urethane balls so that all golfers, from amateurs to professionals, can choose balls that match their skill and preference. The Lumina series embodies a ‘revolution from color to light.’”
– What position does Volvik aim to capture amid competition with global giants?
“Tour-level balls account for less than 1% of the total market. Volvik targets amateur golfers, especially the core 30s and 40s demographic and golfers with handicaps in the 80s to 90s. Our goal is to provide them with balls that go farther, are easier to hit, and make the game more enjoyable.”
– What is Volvik’s vision?
“To become a globally representative brand of South Korea. We currently export to 52 countries and are stabilizing our U.S. subsidiary’s sales network. Rather than focusing on short-term results, building a sustainable company is crucial. Additionally, once financial resources are secured, we plan to strengthen global sports marketing by discovering promising athletes.”
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