[National Brand] No.1 US Export K-Ice Cream... Binggrae 'Melona'

Launched in 1992... Record First-Year Sales of 21 Billion Won
Collaborations with Other Brands, Various Transformations Attempted
Best-Selling Korean Ice Cream in North America
Exported to Over 30 Countries Worldwide

'Melona,' an ice cream representing Binggrae, is called a legend in the domestic ice cream industry. Upon its release in 1992, it recorded sales of 21 billion KRW, marking the highest sales for a new product.

Melona was the first product in Korea to apply melon, which was then considered a premium fruit, to ice cream. Making ice cream with melon, a fruit unfamiliar to many, was not easy. Many researchers had never encountered this fruit, which limited their ability to create an authentic taste.

Binggrae Melona Photo by Binggrae

The researchers first bought up all the melons, which were only one or two per display, from the imported fruit counters in department stores. Contrary to expectations, the melons were not fresh due to the long import process and had a dull aftertaste. As a result, the developer focused on chamoe, a fruit with a taste similar to melon.

The research team tasted both melons and chamoe distributed domestically and devoted several months to product development to replicate the fresh taste of melon ice cream found in Southeast Asia. Through creating dozens of prototypes, they succeeded in reproducing the rich flavor and soft texture of the fresh melon that we enjoy today.

Melona approaches consumers with new and diverse appearances by utilizing its unique brand. In 2017, it collaborated with the fashion brand Fila to create slippers featuring Melona’s melon color. It also collaborated on various fashion items such as T-shirts, card wallets, eco bags, ball caps, bucket hats, and socks. In 2020, Tous Les Jours launched a 'Melona Series' of bread and cakes inspired by Melona, selling over 300,000 units within a month. The following year, HiteJinro introduced 'Melona Aisle.' Last year, Melona teamed up with Binggrae’s signature Banana Flavored Milk to transform into Melona Flavored Milk.

Melona is a leading figure in K-ice cream loved in over 30 countries worldwide. Its popularity is especially notable in the North American region, where it began exporting to Hawaii in 1995, pioneering the U.S. market. Initially sold to Korean expatriates, it gained popularity among locals and currently ranks first in ice cream bar sales at Hawaii’s 7-Eleven and Costco.

Melona for Export to the United States
[Photo by Binggrae]

Abroad, most ice creams emphasize flavors like vanilla, chocolate, coffee, and berries, and are mainly sold as chocolate-coated bars or pint containers for scooping. Melona, characterized by its light green rectangular bar shape, refreshing melon flavor, and chewy texture, is considered unique by locals. Considering the preferred tastes and preferences by country, Melona has developed and launched various flavors (fragrances) such as mango, strawberry, banana, coconut, taro, and pistachio. Therefore, while Melona is synonymous with melon-flavored ice cream in Korea, overseas it is recognized as a soft and chewy fruit-flavored ice cream.

Since July 2017, Binggrae has been the first in the domestic ice cream industry to produce and sell Melona locally in the United States. Over 18 million Melonas are sold annually in the U.S. Local sales increased ninefold from 3 billion KRW in 2014 to 27 billion KRW in eight years. Seventy percent of Korea’s ice cream exports to the U.S. come from Melona.

A Binggrae representative stated, "As a leading domestic ice cream brand, we will continue to attempt various transformations to always approach consumers freshly and strive to become a global ice cream brand."