50,000-Won Item Costs Just 2,000 Won at Daiso... Launched After "Please Sell It" Requests, and It Became a Hit [How We Buy Now]

Daiso's 2,000-won "whey separator" triggers a sold-out frenzy
Homemade demand surges amid Greek yogurt boom
Strategy targeting cost-effectiveness and trends hits the mark again

Editor's noteWhat are people buying these days? From everyday necessities that shoppers always pick up at Daiso, to cosmetics that sell out at Olive Young, to bread people line up for. The familiar scenes of consumption capture today's market trends as they are. "The Way We Buy Now" is a series that reads current consumption trends through the "best-selling things" in everyday life. It explains, in an easy and engaging way, which products are being chosen and which strategies are making people open their wallets, highlighting how the consumption landscape is changing.

Greek yogurt stock photo. Clipart Korea

As the so-called "Healthy Pleasure" trend, which pursues both health and enjoyment, has recently spread, demand has been surging for Greek yogurt, a high-protein, low-sugar snack. Against this backdrop, Daiso has launched a whey separator for Greek yogurt at the low price of just 2,000 won, drawing intense consumer attention. Word has spread about its overwhelmingly lower price compared with existing products, triggering a "sold-out frenzy" in which the item has been selling out day after day both online and offline immediately after sales began. Analysts say that demand is being driven explosively by the combined effect of dessert demand led by women in their 20s and the broader Home Cook trend.

'Healthy Pleasure' craze... healthy snack Greek yogurt is on the rise

In the food market lately, health-related keywords such as "low sugar," "high protein," and "slow aging" have been driving consumption. In particular, Greek yogurt is made by removing moisture and whey from regular yogurt, giving it a thicker texture and relatively higher protein content, so it has been consistently chosen by consumers who are managing their weight or controlling their diet.

A Daiso store in Jongno-gu, Seoul.

However, Greek yogurt sold on the market tends to be relatively expensive, and large-sized products can feel burdensome. As a result, demand has been growing rapidly for "homemade Greek yogurt," where consumers buy plain yogurt and separate the whey at home themselves.

In fact, according to an Open Survey conducted last year by Namyang Dairy Products on 480 consumers, 40% of respondents cited "value for money" as the reason they purchase large-sized yogurt. This shows that awareness has spread that such products are suitable for homemade yogurt because they are economical and easy to store for longer periods.

Homemade Greek yogurt for just 2,000 won

Whey separator product sold at Daiso. Daiso Mall

The product Daiso has introduced to target this demand is the "whey separator." It is a small cooking tool designed to separate whey from yogurt to make Greek yogurt, and it can be used easily without any separate electronic device.

It is made from a transparent material so that users can see the separation process, and the strainer is made with stainless steel 304 to enhance durability. Its capacity of up to about 600 ml is also considered suitable for everyday use.

Above all, the key is the price. Compared with typical whey separators or yogurt makers on the market, which usually cost tens of thousands of won, the price of 2,000 won has significantly lowered the barrier to entry for consumers. Analysts say it was a pricing strategy well suited to stimulating the desire of people who "want to try making it at least once."

Talk of the town even before launch... sold out both online and offline

Netizens' reactions to Daiso's launch of a whey separator: "Finally it's here," "I'll buy it no matter what," as they welcome the news. Online community

Interest in the product began even before its launch. On various online communities and social networking services (SNS), comments such as "How can it be only 2,000 won?", "I'm definitely buying it when it comes out," and "I've waited years for this" reflected growing expectations. Some consumers even shared restocking schedules as they waited for the launch.

Once sales started, the response became even more enthusiastic. At major stores, stock was depleted as soon as it was put on display, and the product has continued to be sold out on the online mall as well. Currently, on the Daiso online mall, only the pre-order schedule is being provided, and offline stores also have limited incoming quantities, leading to repeated stockouts. Some consumers say they find it difficult to get the product even after visiting multiple stores, and cases of resales at a markup have appeared on secondhand trading platforms.

Daiso Mall is selling a small whey separator. You can see that 170 people have already signed up just for the next sale-start notification. Daiso Mall

Beyond value for money: a strategy of catching the trend

Industry observers see this success not merely as a result of price competitiveness, but as the outcome of strong product planning. They assess that Daiso accurately captured three concurrent trends: the popularity of health foods, the Home Cook movement, and the spread of value-for-money consumption.

Daiso has been offering more than 600 new products every month, providing consumers with the experience of discovering new items. Its structure of managing around 30,000 different products and responding quickly to changing trends is also cited as a factor behind this success.

Ultimately, the sellout of the 2,000-won whey separator is seen as more than just the popularity of a household item; it is viewed as a snapshot of "what consumers want right now." As value for money and practicality combine with the experience of making and enjoying something yourself, a small everyday product has emerged as yet another "hit item."