Highly Popular in China, Taiwan, and Hong Kong for Its Unique Taste
Sales Target This Year Set at 35 Million Cans, 40% Increase from Last Year
[Asia Economy Reporter Lim Hye-seon] Lotte Chilsung Beverage announced on the 10th that it exported approximately 25 million cans (based on 250mL) of the carbonated drink Milkis to the Chinese market last year. This is the highest performance since entering the Chinese beverage market in the 1990s.
Last year, Lotte Chilsung Beverage exported about 25 million cans of Milkis to the Chinese market, a 37% increase compared to the previous year, achieving the highest sales performance in over 30 years since entering China. The company attributes this success to the unique taste that differentiates it from existing carbonated drinks, strengthened brand promotion using social networking services (SNS), expanded sales channels, and enhanced trust with Chinese partners.
In 2015, the company identified changes in local consumer trends and introduced mango and strawberry flavors preferred by young consumers. Last year, the launch of the cotton candy-flavored "Milkis Pink Soda" satisfied the diverse tastes of Chinese consumers. Additionally, operating consumer experience groups using Chinese SNS platforms such as Douyin (overseas name TikTok) and Xiaohongshu increased brand awareness. The introduction of a distribution management system, including embedding unique codes from Chinese partners on Milkis export products, helped protect regional markets and stabilize prices, thereby enhancing trust.
Lotte Chilsung Beverage aims to increase Milkis exports to China by about 40% from the previous year to reach 35 million cans this year. The plan includes expanding Milkis placement through collaboration with local food material specialized distributors and strengthening partnerships with various franchises such as seafood buffets. Collaborative marketing with the soju brand "Chum Churum" is also planned.
A Lotte Chilsung Beverage official said, "Milkis not only achieved the highest sales in the Chinese market last year but also recorded significant growth with 2.33 million cans sold in Taiwan, a 1100% increase compared to the previous year, and 7.35 million cans in Hong Kong, a 33% growth." He added, "Milkis, loved in China and Russia and growing as a representative Korean beverage brand, will be developed into a global carbonated drink brand that captivates the taste buds of people worldwide by targeting global markets such as the United States and Europe."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
