"You Don't Have to Go to Japan Anymore": 50,000 Sold in a Week... Beverage Hits Jackpot Amid UHT Milk Boom [Present Ways of Buying]

Seven-Eleven's Two Sangaria Milk Varieties
50,000 Units Sold Out in Just One Week
UHT Milk Sales Surge Fivefold Year-on-Year
Rising Demand Due to Room Temperature Storage and Extended Shelf Life
Tariff Exemption Accelerates Market Reshuffle

Editor's NoteWhat are people buying these days? From must-have household items at Daiso, to cosmetics that sell out at Olive Young, to bread that people line up to buy. Everyday scenes of consumption reflect the current trends in the market. is a series that explores today's consumer trends through 'best-selling products' in daily life. It examines which products are chosen and which strategies prompt people to open their wallets, offering an easy and engaging look at the changing landscape of consumption.

Seven-Eleven's popular Japanese convenience store beverage "Sangaria Milk" sold out its initial shipment of about 50,000 units within one week of launch, leading to the securing of additional stock. The photo shows a model introducing "Sangaria Milk." Seven-Eleven
Photo by Seven-Eleven

The domestic milk market has been rapidly transforming in recent times. The long-standing paradigm centered on 'fresh refrigerated white milk' is being challenged, as 'imported UHT milk' with advantages in price and storage convenience emerges as the new mainstream. The pace of change is accelerating, especially with the influx of unique, already-proven overseas products among trend-sensitive Millennials & Gen Z consumers.

This trend is also evident in the convenience store industry. According to the retail sector on May 29, the Japanese UHT milk product 'Sangaria Milk (Strawberry·Banana)', which Seven-Eleven recently launched exclusively, sold out its initial batch of 50,000 units within just one week of release. The initial response has been so enthusiastic that the company is now working to secure additional supplies, as sales exceeded expectations.

This product features a richer and smoother taste than conventional processed milk, made with fresh cream from Hokkaido, Japan. The fact that a product once considered a "must-buy" on trips to Japan can now be easily purchased at local convenience stores has also piqued the curiosity of younger consumers.

The Rise of UHT Milk Driven by Price and Storage Benefits

UHT milk is at the center of this boom. Since the implementation of a tariff exemption on imported UHT milk this year, both the import and consumption of UHT milk have surged. In particular, UHT milk can be stored at room temperature and has a long shelf life, making it well-suited for the new consumption patterns of one- and two-person households who stock up and consume in bulk through '2+1' events and similar promotions.

Sangaria Milk 2+1 Event Poster. Seven Eleven

Price competitiveness is also strong. Due to the expanded tariff exemption, the price of imported UHT milk has dropped to around 1,500 won per liter, about half the price of domestic milk. The gap with domestic milk, whose price has steadily increased due to the raw milk price linkage system, continues to widen.

Kim Hyunjung, beverage and liquor MD at Seven-Eleven, said, "With milkflation driving more consumers to seek UHT milk with superior storage and cost-effectiveness, we decided to introduce popular overseas products whose taste and quality have already been verified."

'From Alternative to Mainstream'...Category Reshuffle

Milk is displayed at a large supermarket in Seoul.

This shift is backed up by the numbers. Year-to-date sales of UHT milk have grown about fivefold compared to the previous year, showing a steep upward trajectory. While there used to be a perception that UHT milk lacked in taste, recently more products minimizing the heated flavor have become available, and a wider variety of flavors have been launched, expanding consumer options. As a result, UHT milk is no longer seen simply as a 'substitute,' but is now establishing itself as a category of its own.

Dairy Industry Seeks Breakthroughs with Premium Products and Overseas Expansion

In response to these changes, domestic dairy companies are adopting 'differentiation' as their survival strategy. Seoul Milk is strengthening its premium strategy centered on 'A2 milk,' which features a protein structure that is easier to digest, with a long-term plan to convert all raw milk products to A2 milk.

Maeil Dairies is expanding its plant-based beverage lineup with almond-based 'Almond Breeze' and oat-based 'Amazing Oat,' targeting consumers who have difficulty digesting dairy. Namyang Dairy Products is also responding by increasing its range of lactose-free offerings.

Companies are also actively seeking to move beyond the limitations of the domestic market by expanding overseas. Maeil Dairies has launched its adult nutrition brand 'Selex' on Chinese online healthcare platforms, while Namyang Dairy Products is expanding distribution of its protein drink 'Take Fit' to Hong Kong as well as Mongolia, Kazakhstan, and Vietnam.

This content was produced with the assistance of AI translation services.