Banana Flavored Milk Becomes a 'Must-Have Shopping Item' in Korea
1,400 Units Sold Out Daily at Incheon Airport Branch
From K-pop Albums to Highballs and Dessert Bread
'Convenience Store Shopping' Itself Becomes a Travel Course
These days, convenience stores at Incheon International Airport are witnessing a remarkable scene: shelves are emptied several times a day as foreign tourists flock to buy Banana Flavored Milk. On Chinese social media platforms such as Weibo, Banana Flavored Milk is frequently listed as a "must-buy drink when visiting Korea" and a "must-have item on the Korea travel shopping list." It has become more than just a simple snack, now established as a representative souvenir for travelers to Korea. As the popularity of K-pop, K-dramas, and K-food drives demand for travel to Korea, convenience stores are gaining attention as "everyday experience spaces" where visitors can easily enjoy local culture even on short trips.
Even with 1,400 Units Supplied Daily, It Sells Out the Same Day
On the 22nd, five display shelves at CU Incheon International Airport Branch 5 were filled with Binggrae's so-called 'Danji Milk,' including banana-flavored milk. CU
According to CU on the 22nd, at its Incheon Airport Branch 5, which serves many flights to China, 700 bottles of Banana Flavored Milk are stocked on weekdays and up to 1,400 on weekends, yet selling out on the same day has become the norm. Kim Bokyung, the manager at CU Incheon Airport, explained, "Chinese tourists bring cooler bags and each person sweeps up 10 to 20 bottles at a time." At GS25's Incheon Airport location, the average daily order volume for Banana Flavored Milk is 120 times higher than that of regular stores. Even if 100 bottles are displayed in the refrigerator, they sell out within an hour and need to be restocked constantly.
According to Binggrae, an average of 800,000 bottles of Banana Flavored Milk are sold daily in Korea, accounting for 20% of the company’s total annual sales. At all CU stores, Banana Flavored Milk ranked first in foreigner mobile payment sales (such as Alipay and WeChat Pay) from January to August this year.
"A Must-Buy in Korea"... Now a 'Must-Have Shopping Item' on Social Media
On the 22nd, a customer is purchasing several Binggrae Banana Flavored Milk bottles at CU Incheon International Airport Branch 5. CU
Banana Flavored Milk has now become a representative souvenir for travelers to Korea. On Chinese social media platforms like Weibo, it is frequently mentioned as a "must-buy product when visiting Korea." The cute moon jar-shaped bottle design and its appearances in dramas and variety shows spark curiosity, leading many tourists to buy dozens of bottles when visiting Korea. On social media, reviews such as "There are similar milk drinks in China, but this one is special," "If you see it at a convenience store, you must buy it immediately,""The moon jar shape is so cute," "It's smooth and sweet, and the taste is the best," "I bought and drank it throughout my stay in Korea," and "I wanted to buy a whole box" have been posted in abundance.
Convenience Stores Become a Must-Visit Course for Foreign Tourists
On the 31st of last month, promotional materials for the movie "K-Pop Demon Hunters" were displayed at the GS25 convenience store in Terminal 2 of Incheon International Airport. Photo by Yonhap News
The products sought by foreign tourists are not limited to Banana Flavored Milk. The range includes soft-boiled eggs, convenience store highballs, dessert bread, Greek yogurt, and K-pop albums. Foreign visitors enjoy a "small but certain K-culture" through the unique product selection, ready-to-eat foods, and the experience of purchasing Hallyu merchandise available only at Korean convenience stores.
Spending by foreigners at convenience stores is also surging. According to an analysis by GS25 of sales generated through foreigner mobile payment services such as Alipay, WeChat Pay, and UnionPay, sales from January to August this year increased by 66.5% compared to the same period last year, and by 312.9% compared to the same period in 2023.
On the 16th, foreign tourists were selecting items at a convenience store in Myeongdong, Seoul. Photo by Yonhap News
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