[Edaily Reporter YU JIN-HEE ] Celltrion(068270)Celltrion is strengthening its market dominance in Asia—a leading “Shinhung” (emerging pharmaceutical) market—by leveraging its unrivaled direct-to-market competitiveness. While its flagship biosimilar product line is racing to the top spot in major Asian countries, the company plans to simultaneously achieve revenue growth and improved profitability by successively adding high-margin new pipeline products.

Celltrion announced on the 19th that it is operating a direct-to-consumer sales system centered on local subsidiaries in key Asian markets such as Malaysia, Singapore, and Thailand, and is implementing sales and marketing strategies optimized for each country’s tender environment and healthcare system.

“Remsima” (active ingredient: infliximab), Celltrion’s flagship treatment for autoimmune diseases, is recording overwhelming prescription results in major Asian countries. According to pharmaceutical market research firm IQVIA, as of the first quarter of this year, Remsima’s market share by country stood at 93% in Singapore, 84% in Hong Kong, 78% in Thailand, and 72% in Malaysia. It has effectively monopolized the market and solidified its position as the clear market leader.

Its oncology portfolio is also leading the market. During the same period, “Truxima” (active ingredient: rituximab), a treatment for blood cancers, ranked first in prescriptions in Singapore (93%) and Thailand (78%). “Herzuma” (generic name: trastuzumab), a treatment for breast and stomach cancer, is also performing well, maintaining its leading position in Malaysia (51%) and Thailand (42%), among other markets.

The steep rise of “Vexzelma” (active ingredient: bevacizumab), a treatment for metastatic colorectal and breast cancers, is also notable. While Vexzelma ranked fourth in the Malaysian bevacizumab market at the end of the fourth quarter of last year, it achieved a 30% market share in the first quarter of this year, leaping to the top spot in just a single quarter.

Behind these achievements lies the competitive strength of direct sales by local subsidiaries that have established a firm foothold in major Asian countries. Celltrion expanded its order volume by leveraging supply stability as a key advantage, tailored to the characteristics of the Asian market, which is dominated by tender-based procurement. By ensuring timely supply to secure the trust of local medical institutions, while simultaneously participating in major local academic conferences and strengthening networks with key opinion leaders (KOLs), the company has boosted prescription preference.

Celltrion plans to build on the success of its existing product portfolio by introducing high-margin follow-on products. In the second half of this year, the company will launch “Omriclo” (active ingredient: omalizumab), a treatment for allergic diseases, and “Stovoclo-Osenvelt” (active ingredient: denosumab), a treatment for bone diseases, in Thailand.

In Malaysia and Singapore, the company plans to significantly strengthen its product portfolio by introducing “Stekima” (active ingredient: ustekinumab), a treatment for autoimmune diseases, before the end of the year.

A Celltrion official emphasized, “Our flagship product lines, including Remsima, continue to hold the top market share in major Asian countries, solidifying our market dominance,” adding, “Based on our accumulated sales expertise and direct sales network, we will accelerate the market entry of upcoming new products to further boost our earnings growth in the Asian region.”