[Sunday Culture] Is There No Chocolate Milk in Japan? A Look into the Heated Korea-Japan Debate

Sugar Standards Are a Myth
Japan Bans 'OO Flavor Milk' Product Names
Japanese Drink 'Cafe Au Lait' Instead of Chocolate Milk
Differences in Consumer Preferences

There is a recurring topic of debate on social networking services (SNS) regarding the differences between South Korea and Japan. It is about the chocolate-flavored milk, commonly called 'choco milk.' The claim is that chocolate-flavored milk does not exist in Japan and is only sold in Korea. As a result, Japanese tourists visiting Korea often buy and drink it at convenience stores.

In fact, Japanese singers like Tsuki from the Korean idol group 'Billlie' have introduced Korean chocolate-flavored milk on Japanese TV programs, saying they fell in love with it. Other guests also praised it, saying, "It's definitely a flavor you can't find in Japan," and called it delicious.

Why is chocolate-flavored milk available only in Korea despite the two countries being neighbors? Various analyses have emerged on SNS about this. Curious myself, I investigated through the Ministry of Food and Drug Safety and others and reached my own conclusion.

Looser Sugar Standards in Korea Allow Sale of Choco Milk? Verification Shows 'Myth'

Chocolate-flavored milk beverages are not entirely absent in Japan. Confectionery brands Morinaga and Bourbon sell canned cocoa milk drinks. However, they say these do not match the rich chocolate flavor of Korean choco milk.

The most shared analysis on X (formerly Twitter) about why Korea can produce rich chocolate-flavored milk was the sugar content. It was said that Korea has looser fructose standards, allowing more high-fructose corn syrup in milk beverages to make them richer, while Japan has stricter sugar standards, making it impossible. That was the gist.

Chocolate milk beverages sold on Japan's Rakuten. (Photo by Rakuten)

First, I reviewed the laws of Korea’s Ministry of Food and Drug Safety and Japan’s Ministry of Health, Labour and Welfare. Korean chocolate-flavored milk is classified as processed milk under the 'Standards and Specifications for Foods.' There are no separate standards for sugar content here. The same applies to dairy products.

Similarly, examining Japan’s Ministry of Health, Labour and Welfare’s 'Regulations on Milk and Milk Products,' there are no sugar content standards for milk beverages and dairy products, except that processed condensed milk must meet a certain sugar level. No other sugar standards exist.

To ensure I did not miss anything, I inquired again with the Korean Ministry of Food and Drug Safety. They confirmed, "According to the Ministry of Health’s 'Standards for Milk and Dairy Products,' there are no separate standards or specifications for high-fructose corn syrup in processed milk, just like in Korea." In short, the claim that Japan cannot make chocolate-flavored milk due to strict sugar standards is false. Neither country regulates sugar content.

In Japan, Adding Flavor Means You Cannot Use 'Milk' in the Product Name

Instead, Japan prohibits using 'milk (牛乳)' in the product name for processed milk or milk beverage products that contain added flavors. This is due to the revision of the 'Fair Competition Code Concerning Labeling of Drinking Milk, etc.' The term 'milk' can only be used when the product contains 100% raw milk. However, the words 'milk' or 'yu' (dairy) can be used if the product contains at least 8% non-fat milk solids and 3% milk fat.

This regulation arose from a mass food poisoning incident in the 2000s involving low-fat milk. Consumers bought products labeled 'low-fat milk,' but these were reconstituted milk made by mixing powdered milk such as skim milk powder with water. Staphylococcus aureus grew in the powdered milk, causing food poisoning.

Because of this, coffee-flavored milk in Japan is sold under various names like 'Cafe au lait,' 'Cafe latte,' and 'Cappuccino.' Strawberry-flavored milk is called 'Ichigo (strawberry) milk.' Since the word 'milk' cannot be used, most products use the Japanese pronunciation of the English word 'milk,' 'miruku (ミルク).' If chocolate-flavored milk with a taste similar to Korea’s were released in Japan, it would likely be named 'OO miruku' instead of 'OO milk.'

Chocolate vs. Coffee... Likely a Difference in Korean and Japanese Preferences

Thirty years ago, chocolate-flavored milk existed in Japan. Records show that Himawari Dairy sold chocolate-flavored milk. It was so rich that chocolate would settle at the bottom of the bottle, requiring shaking before drinking. Middle-aged and older people nostalgic for their childhood memories have continuously requested its re-release.

Encouraged by these requests, Himawari Dairy posted on their company website, "We are truly grateful for inquiries about choco milk even though it has been discontinued for over 30 years," and explained, "Production was stopped simply because sales volume did not meet production capacity." In other words, it did not sell well.

A photo posted by Japan's Himawari Dairy with the caption "We tried to recreate chocolate milk." It is said to resemble the form of chocolate milk sold 30 years ago. (Photo by Himawari Dairy)

They added, "In Japan, coffee-flavored milk takes the place of chocolate-flavored milk. While Europe sells a lot of chocolate-flavored milk, milk coffee does not exist there. It is an unexpected cultural difference in food. Japan’s hot and humid climate compared to Europe might make coffee feel more refreshing," they said.

On Japanese SNS, appeals have been posted asking, "Why does Lotte only sell chocolate-flavored milk in Korea? Please sell it in Japan too." However, since the corporations are different, the product lines cannot be linked identically. When asked about this, an industry insider said, "Because the corporations are different, each selects products based on consumer preferences in their respective markets?Korea and Japan. Products exclusive to one country likely reflect these preference differences."

In fact, Japanese confectionery company Glico sells six types of coffee-flavored milk. They range from mild coffee flavor to strong versions, and even 1-liter sizes are available. The love for coffee-flavored milk is strong. It seems that coffee-flavored milk called 'Cafe au lait' has occupied the position that chocolate-flavored milk holds in Korea. However, with the recent Korean Wave, Korean products are gaining popularity, so if launched, different results might be expected this time.

Various types of coffee-flavored milk "Cafe Au Lait" sold by Japan's Glico. A 1000ml size is also available. (Photo by Glico)

The conclusion from this investigation is as follows.

① The claim that 'loose regulation of high-fructose corn syrup' is why chocolate-flavored milk exists only in Korea is false.

② In Japan, the product name cannot include 'milk' unless it contains 100% raw milk, so a product called 'chocolate-flavored milk' cannot be created.

③ Although rich chocolate flavor cannot be expected, Japan does have products similar to Korean chocolate-flavored milk, such as 'cocoa milk.'

④ Instead, coffee-flavored milk called 'Cafe au lait' is highly preferred in Japan. There is a significant difference in consumer tastes between the two countries.

After all this research, I feel like my sugar levels have dropped. Wishing you a sweeter Sunday happiness than chocolate-flavored milk.