"There's a Drink Like This?"... Chinese Beverage With "Korean" in Its Name Rakes in 85 Million Won in Monthly Sales
Drink Originated in Northeastern China
"'Korean' Is the Key to Its Popularity"
Korean Bingnai, a Korean-style iced milk tea, has emerged as a popular drink in China, driven largely by social media.
Chinese current affairs weekly Xinzhoukan reported on October 14, "Posts about Bingnai are flooding social media, with videos garnering more than 100 million views and posts totaling 16 million," adding that "Korean Bingnai is leading the trend."
Korean Bingnai Has Nothing to Do with Korea
The publication described it as "a drink that, judging by its name, might seem to be sold by a smiling employee at a small cafe in Seoul, South Korea, but in fact has no direct connection to Korea," adding that "it originated in northeastern China."
Bingnai is a simple drink made with milk, juice (or fruit juice) and ice, and its color varies depending on the fruit used. As franchise chains promoting Korean Bingnai as their concept have grown popular, it has become a popular menu item. Brands such as Oh Mo! and WUYOO, which promote Korean Bingnai, are gaining popularity as they expand their stores nationwide.
According to local media, WUYOO had more than 200 stores nationwide as of the end of June, and some locations recorded sales of 420,000 yuan (about 85 million won) in their first month. Oh Mo! also announced through its official account that it had surpassed 100 stores nationwide.
'Korean' Cited as a Key to Its Popularity
Local media attributed Bingnai's success to the addition of "Korean" to its name. Their analysis is that, as Korean dramas and variety shows have become deeply embedded in the daily lives of young people in China, Korean fashion, food and aesthetics have also come to be seen as familiar and trendy.
Another major factor is the rapid growth in China in recent years of low-sugar, low-fat diets and the sugar-free tea beverage market. Bingnai highlights the refreshing taste of fruit rather than a heavy milky flavor, and a small amount of tea keeps it from being overly sweet. It is said to have won over consumers who did not previously enjoy milk or rich milk tea. Its fresh milk and fruit give it a healthy image, while the absence of caffeine and toppings such as pearls has appealed to young consumers.
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Meanwhile, competition to launch new products in China's beverage market has intensified. According to market research firm Yilan Business Data, trends in the beverage market are changing at an accelerating pace: 30 major tea and coffee brands in China launched a total of 1,186 new products from January through the end of August this year. Following coconut lattes and light milk tea a few years ago, Bingnai has recently taken the lead in the market. According to local media, one brand sold 17 million cups of lychee Bingnai within 51 days of its launch; another brand sold 1.2 million cups of lemon Bingnai in its first week and 8.75 million cups of apple jasmine Bingnai in its first week.
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