![Visitors are participating in an event at the Milkis booth set up in New York Times Square. <br>[Photo by Lotte Chilsung Beverage]](https://cphoto.asiae.co.kr/listimglink/9/2025071710405749414_1752716457.jpg)
As demand for 'K-beverages' grows in overseas markets, drinks that capture the unique flavors of Korea, such as Milkis and Sikhye, are becoming export champions.
Beverage Exports Reach $400 Million in First Half of the Year... Up 3.9%
Korea's beverage exports reached an all-time high in the first half of this year. This is due to growing demand for 'K-beverages' in overseas markets, with drinks that capture Korea's unique flavors, such as Milkis and Sikhye, establishing themselves as leading export products.
According to export-import statistics from the Korea Customs Service released on July 17, beverage exports from January to June this year totaled $409.81 million (approximately 566.8 billion won), up 3.9% from the same period last year ($394.18 million). Compared to 2021 ($321.42 million), this represents an increase of nearly 27%. Of this, general beverages excluding fruit and vegetable drinks accounted for 94% ($385.14 million) of the total.
Lotte Chilsung Beverage conducted an outdoor advertisement on July 14 at New York Times Square with the message "Milkis for Eating Spicy Food."
Photo by Lotte Chilsung Beverage
By export destination, China accounted for the largest share at 28.3% ($116.09 million), followed by the United States ($51.17 million), Japan ($30.88 million), Vietnam ($27.95 million), Cambodia ($26.44 million), and Russia ($14.05 million).
K-beverages Popular in China and the US... Unique Flavors Like Milkis and Sikhye Targeted
Milkis, Lotte Chilsung Beverage's flagship carbonated drink, surpassed 100 billion won in annual sales last year by launching a zero-calorie version and expanding its export countries.
Lotte Chilsung ran outdoor advertisements for Milkis in Times Square, New York, USA, and conducted the 'Spicy Meets Smooth' campaign to promote Milkis.
The main driver of export growth is Lotte Chilsung Beverage's Milkis. Milkis, the flagship carbonated drink from Lotte Chilsung Beverage, surpassed 100 billion won in annual sales last year by launching a zero-calorie version and expanding its export destinations. Last year's export value increased by more than 11% compared to the previous year, and export value in the first half of this year also grew by 10%. Currently, eight varieties of Milkis, including Original and Zero, are sold, and the drink is exported to over 50 countries. In the United States, Russia, China, and Taiwan, more than 10 million cans are sold annually.
Growth in the US market is particularly notable. From 2021 to last year, Milkis recorded an average annual sales growth rate of 30%. Initially, sales were centered on Asian markets serving Korean residents, but recently, Milkis has entered major local distribution channels such as Costco. A Lotte Chilsung representative stated, "American consumers perceive Milkis as a 'sweet and unique carbonated drink.'"
Russia is also a key market. From 2021 to last year, Milkis recorded an average annual growth rate of 19%, and its distribution network, once focused on the Far East, has expanded to major cities such as Moscow. According to Lotte Chilsung, "Consumers in cold regions consider carbonated drinks containing milk to be healthy."
Milkis Gains Popularity for Pairing Well with Spicy Foods Like Chicken and Tteokbokki
Marketing efforts are also active. On July 14 (local time), Lotte Chilsung conducted an outdoor advertisement for Milkis, Korea's representative carbonated drink, at Times Square in New York, and ran the 'Spicy Meets Smooth' campaign to promote Milkis. Scenes of people drinking Milkis with spicy foods such as chicken, tteokbokki, and ramen were depicted in retro pixel art, drawing attention.
Lotte Chilsung is also considering establishing a local production system in the mid-to-long term. The company is reviewing the possibility of local production of Milkis and Chilsung Cider, using Pepsi Philippines as a base.
Traditional beverages are also selling well overseas. Paldo's 'Birak Sikhye' saw its exports increase by more than 30% compared to 2022, thanks to its popularity in the Southeast Asian market. Woongjin Foods' 'Achim Haetsal' also recorded a year-on-year sales increase of more than 10% in the same region.
An industry official said, "Korean beverages are gaining attention for their healthy ingredients, unique flavors, and distinctive packaging," adding, "With the K-food boom, beverage exports are also likely to continue steady long-term growth."
