ICHITAN Korean Milk Launched

Strengthen RTD Product Position, ICHITAN Korean Milk Launched

Strengthening the position of RTD products, ICHITAN Korean Milk is launched. (Doc. ICHITAN)
Ready-to-drink beverage manufacturer, ICHITAN, releases its latest product. Following the success of ICHITAN Brown Sugar Milk, which recorded the No.2 best sales in the milk category based on market share data in Modern Trade, ICHITAN has now launched a new Korean milk-based beverage product, Korean Milk.

Coming in two variants, ICHITAN’s two newest products are Korean banana milk flavored drink “ICHITAN Korean Banana Milk” and Korean strawberry milk flavored drink “ICHITAN Korean Strawberry Milk”.

The development of Korean wave or hallyu has spread all over the world, including Indonesia. Citing research conducted by Snapcart in 2022, 85 percent of respondents from Indonesia admitted to enjoying Korean culture and entertainment. According to the popularity ranking, five forms of Korean cultural entertainment are favored, namely Korean dramas, music, food & drinks, movies, and famous figures.

Reporting from the Nielsen Retail Audit FY2022, ICHITAN believes these two products can capture the liquid milk market opportunity which recorded a growth of up to 12% from the previous year. To popularize these two new products, ICHITAN also involves former South Korean soccer player who is now the coach of the Indonesian national team, Shin Tae-Yong.

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As an important figure in Korea and Indonesia, Shin Tae-Yong is considered as the right person to introduce these two Korean milk to Indonesian people.

“The popularity of Korean culture has mushroomed and grown throughout the world, including Indonesia. This has also influenced Indonesian consumption of Korean products. Seeing the existing demand, Ichitan is taking proactive steps to bring Korean milk drinks to beverage enthusiasts in Indonesia,” said Tan Passakornnatee, as President Director of PT Ichi Tan Indonesia in his statement, on Friday (9/6/2023).

Please note, ICHITAN Korean milk is the first Korean milk in Indonesia to be served in the form of polyethylene terephthalate (PET) bottles. This is done to present a more practical drinking experience and in accordance with the habits of the Indonesian people.

In terms of flavor, banana and strawberry were chosen because they represent two of the most popular milk flavors in Korea that are also popular with Indonesians. As a company that focuses on the ready to drink sector, ICHITAN prioritizes high-quality ingredients to produce diverse products.

Previously, ICHITAN has been widely known for its popular beverage products from various lines such as milk tea, coffee, juice, milk, and isotonic. In 2021, ICHITAN Thai Milk Tea from PT Ichi Tan Indonesia was awarded the No.1 milk tea in Indonesia by Nielsen.

“Milk is a universal drink that is favored by people, both young and old, because of its delicious taste and health benefits. This is what underlies the birth of the fusion of milk and fruit in ICHITAN Korean Milk, a creamy, fruity drink, which comes in a bottle to be enjoyed more practically anytime and anywhere,” said Duangkamon Ngarmsangiem, Chief Marketing Officer of PT Ichi Tan Indonesia.

Now available in the market, ICHITAN Korean Banana Milk and Korean Strawberry Milk are sold at Rp 9,500. Both products can be found offline in supermarkets and minimarkets to traditional stalls throughout Indonesia, as well as online at marketplace outlets.