Celltrion Dominates Asian Biosimilar Markets with Direct Sales Strategy

Celltrion (068270) is strengthening its dominance in the biosimilar market across major Asian countries through its independent direct sales system. The company is accelerating its expansion of influence in Asian markets by launching new products while leveraging high market shares of existing products.

According to industry sources on the 9th, Celltrion continues to achieve steady prescription growth in key Asian markets including Malaysia, Singapore, Thailand, and Hong Kong through successful tender bids and localized sales strategies.

Data from pharmaceutical market research firm IQVIA shows that Remsima, a treatment for autoimmune diseases, maintains the top prescription position in each country with market shares of 93% in Singapore, 77% in Hong Kong, 73% in Thailand, and 65% in Malaysia. Yuflyma, another autoimmune disease treatment, has also risen to second place in market share in Singapore, surpassing the original drug, with prescriptions continuing to expand.

The oncology lineup is also showing notable results. Herzuma, a treatment for breast and stomach cancer, recorded market shares of 87% in Thailand, 57% in Hong Kong, and 51% in Malaysia. Truxima, a blood cancer treatment, maintains the top prescription position in each country with 90% in Singapore and 79% in Thailand.

Performance in the Thai market is particularly remarkable. Celltrion’s Thai subsidiary has established long-term partnerships with local university hospitals, achieving exclusive use of three products—Remsima, Truxima, and Herzuma—across all university hospitals. Although Thailand has become a more competitive market since 2023 when local clinical trials alone became sufficient for product approval, Celltrion is recognized for further expanding its market influence based on trust in product quality and the sales and marketing capabilities of its local subsidiary.

Supply stability and localized strategies are cited as key factors behind these achievements. In Asia’s tender-driven markets, Celltrion has built trust through strict adherence to delivery schedules while expanding its prescription base through participation in local medical conferences and strengthening its key opinion leader (KOL) network. The company has enhanced market credibility by stably supplying contracted volumes even after winning tender bids.

The company is also accelerating new product launches. Celltrion’s Thai subsidiary plans to expand its portfolio and strengthen sales synergies by launching three new products this year—Stekima, Vegzelma, and Omriclo—in addition to the five products currently on sale. In Singapore, the company plans to further strengthen its portfolio by obtaining approval for Stoborclo-Osenvelt within the year. For Yuflyma, after the 40mg version, the company will additionally launch a 20mg dosage to secure competitive advantage in the adalimumab tender scheduled for this year and accelerate market share expansion.

A Celltrion official emphasized, “We will further expand the performance of existing products while proceeding with new product launches without setbacks, achieving both early market establishment and improved profitability.”