Okay-snacks promote nostalgia with tableware, hand heaters and storybooks

A five-piece Banana Flavored Milk ceramic tableware set launched by a collaboration between Binggrae and premium ceramic model Yido Onhwa. / Courtesy of Binggrae

Beloved Korean snacks are being reborn as way of life items, providing customers recollections in addition to taste

Those had been among the many reactions posted on social media after Binggrae introduced that its iconic Banana Flavored Milk — affectionately nicknamed “Fat Banana Milk” (“ddoongba”) for its distinctive bottle form — can be reworked right into a ceramic tableware set.

Since its debut in 1974, the drink has turn out to be one among Korea’s best-known drinks, loved throughout generations. More not too long ago, it has additionally gained recognition amongst international guests due to the pattern of blending it with espresso and different convenience-store drinks.

Capitalizing on renewed curiosity within the model, Binggrae not too long ago unveiled a ceramic eating set impressed by the bottle’s distinctive form, which itself was modeled after the standard Korean moon jar of the late Joseon Kingdom period.

Developed in collaboration with premium ceramics model Yido Onhwa, the set resembles a bottle of Banana Flavored Milk when assembled, however separates into 5 items: a rice bowl, soup bowl, side-dish bowl, plate and small sauce dish.

Available within the drink’s signature yellow banana taste and pink strawberry taste designs, the gathering debuted solely on crowdfunding platform Wadiz on May 19 and is scheduled to be launched later by Kakao Gift and Yido Onhwa’s official on-line retailer.

The crowdfunding marketing campaign attracted about 10,000 backers over three weeks, elevating 650 million received ($470,000). Although the marketing campaign was not open to abroad purchases, greater than 24,000 folks signed up for launch notifications, together with customers from the United States, Japan, Singapore, Taiwan and Germany.

According to Wadiz, the mix of the product’s limited-edition standing and the robust fan base surrounding the Banana Flavored Milk model generated distinctive curiosity, whereas additionally revealing important abroad demand.

Another nostalgic success got here from Ssang Ssang Bar, a basic ice cream model beneath Binggrae’s Haitai Ice. Last October, the corporate launched a hand hotter and moveable battery impressed by the ice cream in collaboration with IT equipment model Miniduct.

The gadget faithfully recreates the unique product’s wood stick deal with, split-in-half design and packaging, whereas even together with a chocolate-scented card. The crowdfunding marketing campaign raised 680 million received, drawing robust curiosity from customers of their 20s and 30s.

“Both Banana Flavored Milk and Ssang Ssang Bar have been familiar products for decades, but turning them into merchandise allows us to connect with younger consumers and offer new brand experiences,” a Binggrae official mentioned. “Unlike collaborations with outside intellectual properties, creating merchandise from our own brands helps reinforce our heritage.”

Orion has additionally expanded its snack manufacturers past meals. Last 12 months, the corporate reworked its Cham Bung Eo Bbang fish-shaped snack right into a hand hotter and moveable battery. Featuring the snack’s acquainted design and accompanied by a promotional giveaway of the particular snack, all 8,000 models ready for the Wadiz marketing campaign offered out inside 4 days, producing greater than 200 million received in funding.

Earlier this 12 months, Orion took one other step by publishing youngsters’s image books that includes characters primarily based on two of its signature snacks — choco songi and goraebap (whale rice crackers) — each first launched in 1984.

Created in partnership with writer Kim Young-sa, the books reinterpret the beloved snacks for each youngsters and adults, extending the manufacturers past meals into storytelling and leisure. Orion additionally launched a limited-edition “Fairy Tale Edition” snack packages to commemorate the books.

“If collaborations with external intellectual properties are effective at generating buzz, our own brand IP allows us to build lasting value based on the familiarity and memories we’ve shared with consumers over many years,” an Orion official mentioned. “We want people to experience not only our products but also the stories and emotions behind our brands.”

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.