Imitation Milkis Emerges in Russia... Lotte Chilsung Says "Global Competitiveness Proven"

Milkis Exports Up 11% This Year
Average Annual Growth of 20% Over Five Years
Imitation Products Emerge in Russia

Lotte Chilsung Beverage's carbonated drink "Milkis" has been gaining recognition in overseas markets, leading to the appearance of imitation products in Russia that copy its product name and packaging.

According to Lotte Chilsung Beverage on October 1, the price of these imitation products is set 20 to 30 percent lower than the original. A company representative stated, "The emergence of these imitation products proves the global competitiveness of Milkis," adding, "We are also preparing countermeasures to protect our brand value."

Lotte Chilsung Beverage revealed, "Following overseas sales of 50 billion won last year, Milkis continues to grow this year as well," and reported that cumulative sales from January to August increased by approximately 11 percent compared to the same period last year. By region, sales rose by 20 percent in Russia and 10 percent in the Americas, while sales in Southeast Asia surged by 90 percent. Milkis exports have grown at an average annual rate of 20 percent from 2020 to last year.

A consumer purchasing Milkis at a large supermarket in Russia.
[Photo by Lotte Chilsung Beverage]

The company cited several success factors: the unique concept of combining milk and carbonation, a variety of flavors such as strawberry, grape, and melon, the expansion of sales channels including large supermarkets and convenience stores, and the rising popularity of K-Drinks driven by the spread of K-Culture.

In practice, the company is promoting Milkis in Russia through social network services (SNS) utilizing local influencers, while in the United States, marketing efforts are focused on "food pairing" with spicy foods. Last July, a campaign was held in partnership with BBQ at New York's Times Square under the slogan "Enjoy Milkis with Spicy Food." In Indonesia, the company is expanding consumer engagement by operating an official Instagram account.

Launched in 1989, Milkis is available in eight varieties, including the original and zero-sugar versions, as well as strawberry, grape, banana, melon, peach, and mango. It is currently exported to about 50 countries worldwide, and in four countries-United States, Russia, China, and Taiwan-annual sales exceed 10 million cans.