March 29, 2024 | 21:42 GMT +7

  • Click to copy
Friday- 15:21, 30/10/2020

Vinamilk's soybean milk conquers Korean consumers

Vinamilk has successfully signed a contract worth US$ 1.2 million to export 85 containers of soybean milk and milk tea to Korea.
Modern production lines of soybean milk products at Vinamilk. Photo: Xuan Huong.

Modern production lines of soybean milk products at Vinamilk. Photo: Xuan Huong.

As a developed country with high living standards, Korea has never been an easy market to conquer. So what are the factors that help Vinamilk’s nut milk “make a story” in this difficult and very competitive market?

Made in Vietnam”, International standard

The beginning of June 2020 marks the first time that a set of “made in Vietnam” nut milk products including walnut, almond, red bean and soybean milk have been exported to Korea by Vinamilk.

Vinamilk’s representative said that in order to bring these products to the world market, the most important thing is to ensure international standard.

Vinamilk’s nut milk products are self-contained according to European technology with 100% non-GMO raw materials, as well as premium walnuts and almonds imported from the US. The products not only have the right nut flavor but also meet the requirements of quality and nutrition.

Mr. Seol Boo Chun - Director of Vina Korea Company (Korea) said that Vinamilk’s nut milk products have a rich nut flavor, which helps Vinamilk “win” other products available in the market.

Nut milk trend in Korea

In fact, this is not the first time Vinamilk has “entered” Korea. For many years, they have exported to Korea traditional strong products such as condensed milk. Nut milk product was chosen to enter the high-end segment because of the growing trend in nut nutrition among young and middle-aged customers there.

Ms. Jung Ae Kwon, currently an office worker, living in Seoul, Korea, shared about Vinamilk’s Almond and Walnuts Soymilk product: “My job is quite busy so I find this nut milk product much suitable as a substitute for snacks. I don’t have to worry about breakfast for my kids either on busy days. Besides, the price of the product is quite reasonable.”

The compact and convenient 180ml box is suitable for the needs and consumption habits of young customers and office workers ... Photo: Xuan Huong.

The compact and convenient 180ml box is suitable for the needs and consumption habits of young customers and office workers ... Photo: Xuan Huong.

Investment in brand image, high-end positioning like in Japan, China or other countries where English is not common, products exported to the Korean market use local language and images and colors according to consumer tastes.

However, even though it is adapted to the local culture, this billion-dollar Vietnamese dairy brand still keeps a prominent “VINAMILK” logo on its packaging because Vinamilk has long been a highly reputable brand in the world and the region according to Forbes, Nikkei ranking...

Vinamilk’s nut milk and milk tea have officially started their 'journey' to conquer Korean consumers. Photo: Xuan Huong.

Vinamilk’s nut milk and milk tea have officially started their “journey” to conquer Korean consumers. Photo: Xuan Huong.

Besides, keeping the Vietnamese identity has always been their focus.  

Thanks to the quality of international standards and the carefulness in branding identity and design, Vinamilk’s 3 nut milk products soon scored points right from the launch on familiar e-commerce sites of Korea such as eBay, 11St….

Vinamilk chooses e-commerce as the sales channel in the launching stage to reach young customers in the context of Covid-19’s social distance in Korea. Photo: Xuan Huong.

Vinamilk chooses e-commerce as the sales channel in the launching stage to reach young customers in the context of Covid-19’s social distance in Korea. Photo: Xuan Huong.

Vinamilk already has plans to expand the distribution channel of convenience stores such as CU, GS25 and 7-Eleven... in the near future to reach younger consumers.

In Vietnam, the trend of using Vinamilk’ nut products is growing. Photo: Xuan Huong.

In Vietnam, the trend of using Vinamilk’ nut products is growing. Photo: Xuan Huong.

In Vietnam, the trend of using nutritional products from nut is growing. A set of 3 soybean milk products were introduced to and well received by the domestic market nearly 2 years ago. 

Milk from nuts such as walnuts, almonds, soybeans, red beans ... is considered an indispensable source of nutrition for those who follow a “clean - green” lifestyle.

VAN

Author: Do Hung. Translated by Meagan Phan. Edited by Duc Huy.

Carbon credit market experiences rapid growth and fierce competition

Carbon credit market experiences rapid growth and fierce competition

(VAN) The rapid development of the carbon credit market worldwide poses significant challenges for Vietnam in competing within the global marketplace.

Optimistic prospects for exporting wooden furniture to the EU

Optimistic prospects for exporting wooden furniture to the EU

(VAN) EU's wooden furniture imports regained growth in early 2024, along with increased demand for pellets, boards, and flooring.

Binh Dinh seafood, wood and agricultural products have great potential in Canada

Binh Dinh seafood, wood and agricultural products have great potential in Canada

(VAN) Binh Dinh's main export products to the Canadian market are largely in the agricultural sector, such as seafood and refined interior and exterior wood...

Vietnam's wood takes full advantage of the potential market in Canada

Vietnam's wood takes full advantage of the potential market in Canada

(VAN) Canada's demand for imported wooden furniture increased by an average of 3.1% in the 2019 - 2023 period and currently ranks 4th in the world, after the EU, the United States, and the UK.

Cashews target the healthy food market

Cashews target the healthy food market

(VAN) Demand for healthy food is increasing in many markets. This is an opportunity for Vietnamese cashews because cashews are a healthy food.

Tuna strives to return to the billion-dollar item

Tuna strives to return to the billion-dollar item

(VAN) After decreasing in 2023, tuna exports are growing strongly again in the first months of this year and have a chance to become a billion-dollar item again.

Pepper prices are difficult to increase continuously in the long term

Pepper prices are difficult to increase continuously in the long term

(VAN) In addition to people switching crops and challenges related to EUDR and emission reduction, the pepper industry faces competition from Brazil and Indonesia.

Read more