50 Years of Banana Flavored Milk: The Iconic Jar and Secrets to Success

Do you remember the yellow jar you would empty in one go, hands on your hips, after stepping out of a public bathhouse? Banana Flavored Milk was launched in 1974 and had sold approximately 9.5 billion units by 2023. Its journey began with the flavors of banana—a rare and precious fruit at the time—and its distinctive jar, modeled after a traditional Korean moon jar.

Why was it launched with a banana flavor in 1974?

At a time when the government was encouraging increased milk consumption, the idea was to infuse milk with the flavor of bananas, which were considered a high-end luxury fruit back then.

This processed milk product, introduced by Daeil Milk (now Binggrae) in 1974, began exactly that way.

We can gauge how rare bananas were back then through the recollections of a television personality.

It is said that in 1973, a single banana cost 2,000 won. While this figure comes from a broadcast testimonial and shouldn’t be taken as an exact market price, it is clear that bananas were not easily accessible fruit.

What I find clever about this combination is that it decoupled the price from the experience. While a whole banana might have been too expensive, you could enjoy that flavor for the price of a bottle of milk. Thus, the ’nutrition’ promoted by government policy transformed into a ‘small luxury.’ Even those who disliked plain milk were likely drawn to the banana-scented jar.

How did the jar design come to resemble a moon jar?

Reports suggest that in 1973, researchers drew inspiration from Joseon Dynasty moon jars they saw at a ceramics exhibition.

It is said that this shape, narrow at the top and bottom with a bulging middle, was a deliberate choice to convey a premium image from the very start.

The reason it is difficult to imitate lies in the manufacturing method. Binggrae’s proprietary method involves fitting and spinning two plastic components together. The container’s shape was even registered as a trademark in 2016. This means competitors find it hard to replicate not just the shape, but the production process itself.

How did ‘Ttung-ba’ become the nostalgic drink of the bathhouse?

Because of its pot-bellied shape, it earned the nickname ‘Ttung-ba’ (short for ‘chubby banana milk’). A cold bottle enjoyed after a hot bath has become a shared cultural memory across generations.

People often remark, “It feels like the portion has gotten smaller than when I was a kid.” According to Binggrae, the volume has remained 240ml since its launch. The feeling that it has shrunk might just be because our hands have grown larger. In 2019, a 120ml ‘Banana Flavored Milk Kids’ version was also released.

How has its marketing changed over the decades?

A key characteristic of the brand is how it continuously creates touchpoints with younger generations through participatory events and limited editions. The ‘I’m Curious About the Jar’ series, which introduced limited flavors like tangerine and mulberry, is an extension of this. Major campaigns confirmed in reports are summarized in the table below.

Summary of Major Banana Flavored Milk Campaigns (Based on reports)

Campaign	Period	Content and Confirmed Results
#FillInTheBanana	May 2016	A social media event where users filled in the blanks of ‘ㅇㅇㅇ Flavored Milk’ with their own creative names
My Straw	2017	Limited edition unconventional straws (e.g., giant, stethoscope-style). Over 50 million video views, Gold at the Clio Awards in the Integrated Campaign category
Save the Earth, Banana	2020	Promoted eco-friendly messages by operating a ‘Jar Laundry’ pop-up
A Jar is All You Need	2024	50th-anniversary campaign. Played on the wordplay between ‘Yongi’ (container) and ‘Yongi’ (courage), collecting phrases like ‘Courage to do OO,’ and released a special edition featuring the most popular word, ‘Challenge’

Other instances of brands utilizing local sentiments in their campaigns are summarized in my article on McDonald’s ‘Taste of Korea’ campaign. In terms of the decades-long battle for market share, it also resembles the 60-year rivalry in the ramen industry.

How much is it selling right now?

It sells about 1 million units daily on average, with a cumulative total of approximately 9.5 billion units, accounting for a significant portion of Binggrae’s revenue. Cumulative sales figures are up to 2023, while the daily average is based on data provided by Binggrae in July 2025.

In terms of revenue, the product alone generated approximately 200 billion won in 2018, which was over 24% of Binggrae’s total revenue of 830 billion won. The same report indicated that it held about an 80% market share in the processed milk sector. Since a single product supports nearly a quarter of the company, it is easy to see why they have protected the jar design and consistently evolved their marketing.

How is it performing abroad?

Starting with exports to the U.S. in 2004, it has expanded to over 30 countries, including China, Taiwan, Hong Kong, and Canada (as of July 2025). In China, it initially sold small quantities of refrigerated jars in department stores, then expanded into convenience stores by introducing sterile packs with a 6-month shelf life. However, industry experts note that the iconic jar shape is difficult to apply to sterile products.

Domestically, it has established itself as a must-try Korean drink for foreign tourists at convenience stores. From January to November 2025, GS25’s banana milk sales increased by 16.3% compared to the previous year. You can read more about how the convenience store channel has grown in The Evolution Chronology of GS Retail.

Could the banana milk jar become a National Registered Cultural Heritage?

In November 2024, reports emerged that Binggrae is pursuing the registration of its jar container as a National Registered Cultural Heritage. A company official stated they are currently in the data-gathering phase and have not set a timeline for the application. The registration requires the object to be over 50 years old, and the container’s form has remained unchanged since its launch.

Whether it will be registered is a matter for the Korea Heritage Service to decide through the Cultural Heritage Committee, and as of October 2026, it has not been confirmed whether an application has been filed.