"Milkis for Spicy Food" Concept
Campaign Launched in New York's Times Square
Massive Outdoor Advertisement at One Times Square
Milkis made a splash in the heart of Times Square, New York.
Lotte Chilsung Beverage announced on July 16 that it conducted an outdoor advertisement for Milkis, Korea’s representative carbonated soft drink, in Times Square, New York, on July 14 (local time). The company also launched the "Spicy Meets Smooth" marketing campaign to promote Milkis.
Visitors are participating in an event at the Milkis booth set up in New York Times Square. [Photo by Lotte Chilsung Beverage]
The "Spicy Meets Smooth" campaign, created under the concept "Milkis for eating spicy food!", was a collaboration between Lotte Chilsung Beverage and the chicken franchise Genesis BBQ Group. This partnership is significant in that it introduced a new pairing of K-food by combining Milkis and BBQ.
Lotte Chilsung Beverage showcased a special Milkis advertisement produced for this campaign on the large digital billboard on the exterior wall of the One Times Square building, located at the center of Times Square.
The advertisement featured scenes of people alternating between spicy foods such as chicken, tteokbokki, and ramen, and Milkis, highlighting how the drink neutralizes spiciness. It emphasized the product’s unique combination of smooth milk and carbonation. Additionally, the retro-style pixel art graphics added a playful element and increased viewer engagement.
On the same day, in addition to the massive outdoor advertisement, Lotte Chilsung Beverage held various events to directly engage with global consumers. A Milkis experience booth was set up at Father Duffy Square, located in the center of Times Square, where visitors could sample a total of five Milkis products, including Original, Strawberry, Grape, and Peach flavors. The event venue was packed with approximately 200,000 visitors.
Lotte Chilsung Beverage conducted an outdoor advertisement with the message "Milkis for eating spicy food" at Times Square, New York, on July 14. [Photo by Lotte Chilsung]
Building on this collaboration with BBQ, Lotte Chilsung Beverage aims to promote the food pairing of spicy chicken and Milkis to local consumers in the United States. To this end, starting at the end of July, Milkis will be gradually introduced at around 250 BBQ stores in major U.S. regions, including New York, New Jersey, Texas, California, and Los Angeles.
In addition, for National Chicken Wing Day, held annually on July 29 in the United States, a limited-edition package featuring a BBQ and Milkis set will also be launched.
A representative from Lotte Chilsung Beverage stated, "The campaign held in New York’s Times Square, known as a global advertising landmark, provided a great opportunity to introduce the unique characteristics of carbonated soft drinks, which may be unfamiliar to overseas consumers. Starting with this, we will continue to suggest various food pairings that go well with Milkis and strive to expand our presence in the global market."
Meanwhile, since its domestic launch in 1989, Milkis has enjoyed steady popularity. Beginning with exports to Southeast Asian countries such as Singapore in the 1990s, its reach has gradually expanded to the Americas and Europe, and it is now exported to over 50 countries. The four countries where Milkis exports exceed 10 million cans annually are the United States, Russia, China, and Taiwan. In the United States, Milkis has recorded an average annual sales growth rate of 30% from 2021 to last year.
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