Summary of Key Points
This summer, "Korean ice milk" suddenly became a sensation in the tea drink industry: a number of specialty stores featuring the "Korean" brand (such as WUYOO and oh mo!) expanded rapidly, with some generating monthly revenues of up to 420,000 yuan per store. Leading brands like Cha Baidao and Hu Shang A Yi also joined in, with ice milk products accounting for over 20% of their sales. However, the truth is that this product category doesn't actually exist in Korea itself—all the popular brands are from the Northeast region of China, using a "Korean" guise as part of their marketing strategy. Behind its success lies both the popularity of Korean culture and the annual cycle of "hit products" that is inherent in the competitive tea drink market during the summer season.
Detailed Analysis
1. The Current Popularity: Specialty Stores Opening Up Like Mad, Leading Brands Rushing to Join In
This summer, the ice milk trend has been incredibly lively:
- Rapid Expansion of Specialty Stores: The Shenyang-based brand WUYOO has opened more than 200 stores, with its store in Qingdao's CBD generating 420,000 yuan in revenue in its first month; oh mo! has over 100 stores nationwide, and its Ningbo Black Gold store sells 20,000 cups per day on average. These stores feature a marzipan-colored aesthetic with Korean text on their cups, focusing on a simple formula of "ice + fresh milk + a small amount of fresh fruit," priced between 15-25 yuan per cup, with group purchases available for just 6.9 yuan per cup. Young people queue up to experience these stores.
- Leading Brands Getting Involved: Cha Baidao's lychee ice milk sold 700,000 cups on its first day and surpassed 10 million cups in 19 days; Hu Shang A Yi's ice milk series accounts for more than 20% of their total sales; other brands like Shu Yi, CoCo, and Tian Lala have also introduced similar products. The entire industry seems to be "betting" on ice milk, fearing to miss out on the surge in popularity.
2. The Identity Switch: Nothing Korean About It—Northeastern Brands Taking the Lead
Many Korean netizens have clarified on social media: "We don't have ice milk here at all!" Upon further investigation, it was found that these popular brands are all from the Northeast region of China:
- Why the Korean Gimmick? Simply put, "foreign brands are easier to market." Korean culture and dramas have cultivated a group of young people who prefer Korean-style products, so using the "Korean" label saves the brand from having to educate consumers from scratch.
- Avoiding Regional Prejudices: If the products were labeled as "Northeastern ice milk," consumers from other regions might find them too rustic or have strong flavors, increasing marketing costs.
- Appeal to Social Media: The marzipan-colored stores, pink and blue cup designs, and Korean-language decorations create an image that resembles that of a Korean drama character, encouraging customers to share photos on social media.
3. The Secret to Success: The "Korean" Label + Appeal to Visuals
The success of ice milk revolves around two key factors for young people:
- Emotional Value: The label of "becoming a Korean drama character instantly" turns an ordinary ice milk drink into a status symbol, allowing customers to take stylish photos and gain social recognition.
- Product Quality: The combination of ice cream and fresh milk is refreshing and not too sweet, making it suitable for summer, and since it doesn't contain tea, it appeals to a wider range of consumers.
- Pricing: Prices ranging from 15-25 yuan are considered moderate in the tea drink market, and group purchases at 6.9 yuan make it an easy choice for those willing to try new products.
4. The Industry Logic: The "Summer Hit Product" Cycle in a Time of Stagnation
The popularity of ice milk is not accidental but part of a established pattern in the tea drink industry:
- Industry Stagnation: Growth rates have slowed from 19.3% to 6.45%, and last year, 157,000 tea drink stores closed, leaving only around 380,000 in operation. Brands that fail to innovate risk losing customers.
- Summer Hits Are a Must: Every summer, the industry needs a new product to attract customers and stabilize franchise partnerships. Examples from previous years include hand-made lemon tea (2022), oil tangerine drinks (2023), super plant-based teas (2024), and mint milk green drinks (2025). This is the "survival rule" for brands: failing to capitalize on summer trends means a year of hard work with no significant results.
5. The True Story Behind the Success: Marketing Arbitrage and Short-Term Traffic
The success of ice milk is essentially a case of "textbook marketing arbitrage":
- Northeastern Origins: Ice milk has been popular in the Northeast for some time, and its profitability has been proven by the market.
- Using the Korean Label to Gain Momentum: The "Korean" label reduces marketing costs, while visual appeal on social media amplifies its reach.
- Short-Term Trend: Ice milk is more like a seasonal fast-moving consumer product; it may be replaced by another hit next summer. However, for brands, capturing current traffic and maintaining business stability and customer confidence is already a victory.
In Conclusion
The sudden popularity of Korean ice milk is a result of Northeastern brands using the "Korean" brand image as part of their marketing strategy. It also reflects the tea drink industry's need to adapt in a competitive market environment, creating temporary solutions to stay relevant. Next summer, there will be new hits, but the same cycle of leveraging trends and seasonal products will continue.