① Record-breaking Beverage Exports
South Korean beverages have set a record for the highest-ever export figures. Last year, the export value of Korean beverages hit a record high of $630 million. This year, it reached $500 million in just nine months, a month earlier than last year. According to the Korea Customs Service, on the 31st of last month, the export value of beverages from January to September 2023 was $529 million. This is a 6.3% increase compared to the same period the previous year, setting a record for the highest performance during the same period.
This year, the increase in the export volume of Korean beverages was 470,000 tons, which is the highest ever for the same period. This is equivalent to filling about 205 Olympic-sized swimming pools, a staggering amount. In terms of canned beverages, it’s about 1.7 billion cans. The export volume of our country’s beverages this year is 1.7 times that of liquor and 25.4 times that of bottled water.
The major export items were other beverages, such as aloe and rice punch, which accounted for more than half. Carbonated drinks, fruit drinks, ginseng drinks, and non-alcoholic beer followed them. The countries where Korean beverages were most exported were China, the United States, Vietnam, Cambodia, and Hong Kong. This year, Korean beverages were exported to 142 countries worldwide. In China, the United States, and Vietnam, aloe and rice punch were very popular. In Cambodia, carbonated drinks and energy drinks were preferred.
The increase in exports of Korean beverages is attributed to the Korean Wave. Interest in beverages appearing in Korean dramas and movies has increased. You can often see videos of foreigners leaving reviews after drinking Korean beverages on social media. The Customs Service analyzed not only the influence of K-pop and dramas but also the perception that Korean beverages are healthy.
② Milkyis, More Popular Abroad
Lotte Chilsung Beverage launched Milkyis in April 1989. It’s a smooth carbonated drink with milk, which attracted a lot of attention. This beverage is so popular that it is said to do better overseas. It is loved mainly in Taiwan, Russia, China, and the United States. Milkyis has released various flavors not shown in Korea by merging with local foods.
Last year, Milkyis surpassed 10 million cans in annual sales in Taiwan. From January to August last year, the sales volume of Milkyis in Taiwan grew by about 810% compared to the previous year. Interest in Korean beverages increased as Korean dramas like “Twenty-five, Twenty-one” and “Strange Lawyer Woo Young-woo” became popular in Taiwan. Taiwan is the fourth country to surpass 10 million cans in annual sales of Milkyis, following Russia, China, and the United States.
In particular, Lotte Chilsung Beverage caused a sensation by hiring actor Joo Yun-bal as a model for Milkyis in the year of its launch. The phrase “I love you, Milkyis” shouted by Joo Yun-bal in the advertisement also became a famous catchphrase. Thanks to this, it gained recognition in Taiwan and Hong Kong.
In Russia, it surpassed 10 million cans in sales in the early 1990s. As it is a cold region where it’s difficult to taste fruits, it captured consumers’ tastes by releasing various fruit flavors. They are selling seven flavors, including strawberry, melon, peach, mango, grape, and banana.
In China, they promoted the fact that the drink contains milk. In 2021, they exported 25 million cans of Milkyis to the Chinese market, achieving the highest performance in about 30 years since they entered the Chinese beverage market in the 1990s. They also released flavors that can’t be tasted in Korea, such as cotton candy, mango, and strawberry.
Milkyis entered the North American market in 2017 and is expanding its distribution channels. It’s also gaining popularity among local consumers in Europe, and sales are increasing every year.
③ Banana-flavored Milk Also Popular
Banana-flavored milk launched by Binggrae is also trendy among foreigners. Recently, Binggrae released a large 900ml version of banana-flavored milk. This is an ideal product to target the Chinese market. Binggrae released a large volume of banana-flavored milk at the request of a distribution company. Banana-flavored milk has entered more than 10 countries, including China, the United States, Hong Kong, Taiwan, and Canada. Binggrae has expanded its product line by releasing various flavors besides banana.
Banana-flavored milk has also been very popular among foreigners on TikTok. On TikTok, it’s trendy to add hazelnut packet coffee to banana-flavored milk sold in Korean convenience stores and drink it. Put the coffee in an ice cup and pour banana-flavored milk to enjoy it as a latte. This recipe is still trending on social media. Because it’s delicious, it has become a must-buy product for foreigners visiting Korea.
By. Han Mia
Most Commented