Chosen After Much Deliberation from 300 Candidates
Sometimes Changed Due to Unavoidable Circumstances
The Story Behind the Birth of Bakery and Beverage Product Names
In the food industry, there are products with names more famous than their manufacturers. These product names have become proper nouns over time, loved by consumers for many years. Developers, marketers, and other company personnel put great effort into giving names that stand out and highlight the product's features. Among the products that now clearly symbolize and represent the industry, some almost had different names at the time of their launch. These are products that went through repeated deliberations or were inevitably renamed and then achieved great success.
Since its launch in 1989, Milkis was the first in Korea to feature a foreign advertising model, Hong Kong actor Chow Yun-fat, and raised awareness with the advertising copy "I love you, Milkis." Through aggressive marketing, it ranked first in sales in the carbonated milk beverage category in 1994 and currently maintains about 80% market share. Last year, it achieved sales of 126 billion KRW domestically and internationally, entering the ranks of 'mega brands' with annual sales exceeding 100 billion KRW.
'Joypong' Almost Became 'Jolipong'
Crown Confectionery's 'Jolipong,' launched in 1972, also had an original name conceived by the manufacturer. After completing product development, the company decided to name it 'Joypong,' combining the English word 'Joy,' meaning happiness, with the popping sound 'pong' made when puffing rice, intending to bring great joy to the nation.
However, just as packaging printing was about to begin after all preparations, a variable arose. During the trademark registration process for Joypong, they discovered that the same name was already registered. As a second choice, the product name Jolipong was selected. Inspired by the pronunciation 'Joli,' they chose the English word 'Jolly.' Although it was an alternative name, there was a twist: this English word carried a broader positive message meaning 'happy,' 'cheerful,' and 'joyful.'
Jolipong is recognized as the original K-cereal snack that pairs well with milk. It has been loved for over 50 years with annual sales exceeding 20 billion KRW and cumulative sales approaching 800 billion KRW.
'Kkokkalcorn' Chose Familiarity Over Correct Spelling
The corn snack 'Kkokkalcorn,' representing Lotte Wellfood (formerly Lotte Confectionery), also has a hidden story behind its product name. According to correct spelling rules, the name should be written as 'Gokkalcorn.' However, the company chose a name that was easier to pronounce and more impactful than the correct spelling.
A Lotte Wellfood official explained, "At the time of launch, there was not a strict atmosphere of adhering to spelling rules, and the name Kkokkalcorn was created to give a more familiar and traditional feeling."
According to the Korea Agro-Fisheries & Food Trade Corporation (aT) Food Industry Statistical Information, Kkokkalcorn recorded sales of 87.9 billion KRW last year, ranking 4th in the domestic snack cookie category. After its debut in September 1983, it quickly rose to first place in the corn snack market the following year, and as of June last year, nearly 40 years later, its cumulative sales reached 1.6 trillion KRW.
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