Vinamilk's soybean milk conquers Korean consumers

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.”

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...

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 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 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.