Namyang Dairy Products' 'Choco Emong' Surpasses 500 Million Units Sold

Formation of a Fandom Since Its 2011 Launch
Brand Expansion Centered on Generation Alpha

Namyang Dairy Products announced on the 14th that the cumulative sales of its chocolate milk brand 'Choco Emong' have surpassed 500 million units.

Choco Emong was launched in April 2011. At a time when the market was dominated by chocolate milk focused mainly on sweetness, Choco Emong concentrated on the deep flavor of natural cocoa. The company blended Spanish cocoa powder with domestic raw milk to create a smooth yet rich taste.

The product name and packaging strategy also played a significant role in forming consumer empathy. The packaging design featuring the popular character 'Doraemon' increased brand familiarity. Additionally, the intuitive naming combining 'Choco' and 'Emong' facilitated easy recognition and emotional connection, contributing to brand expansion.

Ryu Seong-hyun, brand manager at Namyang Dairy Products, said, "Choco Emong is evolving beyond simple chocolate milk to become a brand that encompasses emotions, preferences, and lifestyle," adding, "We plan to broaden consumer engagement through various participatory campaigns."