Binggrae
A South Korean food and beverage company known for banana-flavored milk, ice cream, dairy products, and snacks.
Last updated November 4, 2026
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Overview
Binggrae is a South Korean food and beverage company whose portfolio spans dairy products, fermented milk, ice cream, frozen desserts, snacks, and selected instant-noodle activities. The company is especially associated with Banana Flavored Milk, a bottled milk drink launched in 1974, and with ice-cream brands such as Together, Melona, Ssamanco, Supercone, and Cledor. Its name, Binggrae, means “smile” in Korean, reflecting the cheerful identity that the company has developed through its packaging, advertising, mascots, and product imagery. The business began on 13 September 1967, when Hong Soon-ji established Daeil Corporation. Hong had prior experience producing ice cream in Vietnam and selling it to United States military personnel during the 1960s. The company changed its name to Daeil Dairy in 1971 and entered a technology partnership with United States dairy company Foremost McKesson in 1972. In 1973, the Korea Explosives Group, later known as the Hanwha Group, acquired Daeil Dairy, and the company expanded its manufacturing base with the completion of its first Namyangju plant. Binggrae’s modern consumer identity took shape in 1974. In January, it introduced Together, described as Korea’s first mainstream carton ice cream made with raw milk. In June, it launched Banana Flavored Milk, which became one of Korea’s best-known packaged beverages and a long-running cultural symbol. The company entered fermented milk in 1977, was listed on the Korea Stock Exchange in 1978, and adopted the Binggrae name in 1982. During the same period, it expanded production through the Gimhae plant and broadened its research capabilities with a food research center opened in 1987. The company developed products across several categories during the 1980s and 1990s. Its relationship with Nissin Foods led to instant-noodle development and the launch of Urijib ramen in 1986. It introduced the crab-shaped snack Kkotgerang in 1986, Heat Hunt in 1989, Ssamanco in 1991, and Melona in 1992. Melona became a major export product, while Ssamanco established a distinctive Korean-style red-bean ice-cream format. Binggrae also served as an official ice-cream supplier for the 1988 Seoul Olympics and as an official ramen and ice-cream supplier for the 1993 Daejeon Expo. Binggrae declared independence from the Hanwha Group in 1992. In 2003, it formed a business alliance with Samyang Foods and transferred its ramen business to Pulmuone. Its dairy portfolio continued to include Yoplait, Yoplait Dr. Capsule, Greek yogurt, Acaffera, Oprut, and True Milk, while the ice-cream portfolio expanded to include products associated with Haitai Ice Cream after Binggrae acquired that company in March 2020. The acquisition strengthened Binggrae’s position in South Korea’s ice-cream market and brought Haitai products such as Babambar into its broader portfolio. Binggrae has increasingly treated its brands as cultural and entertainment properties. Earlier advertising relied heavily on television commercials, including campaigns for Urijib ramen and product claims centered on tocopherol or chemical-free positioning. More recent promotion has used Korean actors and pop performers, including Wanna One for Supercone, Ju Ji-hoon for Banana Flavored Milk, and Lee Se-young for Yoplait. The company also created an interconnected fictional universe centered on Prince Binggraeus, a character whose clothing and accessories reference Binggrae products. This character-led approach helped the company build a substantial YouTube audience and gave its corporate identity a more playful, lifestyle-oriented dimension. Binggrae remains active in South Korea and sells products internationally through export operations and overseas subsidiaries or affiliates in China, the United States, and Vietnam. Its business is anchored by mass-market products with high recognition in Korea, while export growth has particularly emphasized ice cream and distinctive Korean dairy formats. The company has also…
History
Binggrae was established as Daeil Corporation by Hong Soon-ji on 13 September 1967. The founder brought experience from ice-cream production in Vietnam, where products had been sold to United States military personnel. The company became Daeil Dairy in 1971 and entered a technology relationship with Foremost McKesson in 1972. The partnership ended in 1976. In 1973, the Korea Explosives Group acquired Daeil Dairy, and the company completed its first Namyangju production plant. The decisive phase of Binggrae’s development came in 1974. Together, a raw-milk carton ice cream, was introduced in January, followed by Banana Flavored Milk in June. The latter became a signature Korean beverage and remained central to the company’s identity for decades. Daeil entered fermented milk in 1977 and was listed on the Korea Stock Exchange in 1978. The company adopted the Binggrae name in 1982 and completed its Gimhae plant that year. During the 1980s, Binggrae diversified beyond milk and conventional ice cream. It established a technology relationship with Nissin Foods for instant noodles and launched Urijib ramen in 1986. It also introduced Kkotgerang, a crab-shaped snack, in 1986. A food research center opened in 1987, and Binggrae was selected as an official ice-cream supplier for the 1988 Seoul Olympics. The company continued developing differentiated frozen products, including Heat Hunt in 1989, Ssamanco in 1991, and Melona in 1992. Ssamanco used a bungeo-ppang-inspired format with red-bean filling, while Melona became one of the company’s most recognizable export-oriented products. Binggrae separated from the Hanwha Group in 1992. It received official supplier roles for ramen and ice cream at the 1993 Daejeon Expo. In 2003, it formed an alliance with Samyang Foods and transferred its ramen business to Pulmuone, reducing the strategic importance of noodles relative to dairy, snacks, and frozen desserts. The company’s later history has combined portfolio expansion with internationalization. Subsidiaries or affiliates were established in Shanghai in 2014, the United States in 2016, and Vietnam in 2019. In March 2020, Binggrae acquired Haitai Ice Cream. The transaction added Haitai brands and increased Binggrae’s scale in the domestic ice-cream sector. The company subsequently continued product and marketing activity through new partnerships, including a ramen relaunch with Paldo in 2021. Marketing evolved from television-centered advertising in the late 1980s and 1990s to campaigns using Korean entertainment celebrities and digital storytelling. Wanna One promoted Supercone in 2018, Ju Ji-hoon appeared in Banana Flavored Milk advertising in 2021, and Lee Se-young promoted Yoplait from 2022. Binggrae also developed Prince Binggraeus and a broader fictional universe in which products are represented through characters and visual references. This helped the company extend its identity beyond individual packages and into social media culture. Binggrae has been recognized in Korean brand-power, customer-satisfaction, food-safety, management, ethics, export, and environmental programs. It has also faced regulatory controversy. After the Haitai acquisition, the company raised prices for prominent ice creams, despite arguments that the transaction would help prevent excessive concentration and price increases. In 2022, it received a substantial fine related to price fixing. The company continues to operate as an active South Korean food and beverage producer with domestic mass-market strength and international distribution.
- 2021
Banana Flavored Milk sales milestone reported
[1]Reference material reports that approximately 5.3 billion bottles of Banana Flavored Milk had been sold in South Korea by 2010.
- 2020
Haitai Ice Cream is acquired
[1]Binggrae acquires Haitai Ice Cream and expands its frozen-dessert portfolio.
- 2003
Ramen business transferred
[1]Binggrae forms an alliance with Samyang Foods and moves its ramen business to Pulmuone.
- 1992
Melona launches and Binggrae separates from Hanwha
[1]Melona is introduced, and Binggrae declares independence from the Hanwha Group.
- 1991
Ssamanco launches
[1]Binggrae introduces Ssamanco, a red-bean ice cream inspired by Korean fish-shaped pastries.
- 1987
Food research center opens
[1]Binggrae opens a food research center to support product development.
- 1986
Urijib ramen and Kkotgerang launch
[1]The company introduces Urijib ramen after its Nissin relationship and launches the Kkotgerang crab snack.
- 1982
Binggrae name adopted
[1]Daeil Dairy changes its name to Binggrae and completes its Gimhae plant.
- 1978
The company is listed
[1]Daeil Dairy is listed on the Korea Stock Exchange.
- 1974
Together and Banana Flavored Milk launch
[1]Together ice cream launches in January, followed by Banana Flavored Milk in June.
Products and positioning
A mass-market Korean food and beverage company combining nostalgic national brands with broad dairy, ice-cream, snack, and export portfolios. Its brand personality emphasizes familiarity, enjoyment, playful visual communication, and distinctive Korean food culture.
Milk beverage · 1974
Banana Flavored Milk
Launched in 1974, Banana Flavored Milk is Binggrae’s defining beverage brand. Its banana-flavored milk format and distinctive bottle have made it a widely recognized Korean consumer product. The brand is sold domestically and has also supported Binggrae’s international image through exports and celebrity-led campaigns.
Ice cream · 1974
Together
Together was introduced in January 1974 as a carton ice cream made from raw milk. It became one of Binggrae’s foundational frozen-dessert brands and has repeatedly received Korean brand and consumer-recognition awards.
Ice cream bar · 1992
Melona
Melona is a creamy melon-flavored ice cream bar launched in 1992. It is among Binggrae’s most internationally recognizable products and has helped carry Korean-style packaged ice cream into overseas markets.
Filled ice cream · 1991
Ssamanco
Ssamanco is an ice-cream product inspired by Korea’s bungeo-ppang pastry. It combines a pastry-like outer format with red-bean filling and ice cream, giving Binggrae a distinctly Korean frozen-dessert proposition.
Ice-cream cone
Supercone
Supercone is a Binggrae ice-cream cone brand promoted through entertainment marketing, including a 2018 campaign featuring the K-pop group Wanna One.
Yogurt · 1983
Yoplait
Yoplait forms part of Binggrae’s fermented-milk and yogurt portfolio. Related products mentioned in the company’s range include Yoplait Dr. Capsule and Greek yogurt products marketed under the Yopa name.
Snack · 1986
Kkotgerang
Kkotgerang is a crab-shaped snack introduced in 1986. Its distinctive form has also been incorporated into Binggrae’s fictional brand universe and character design.
Premium ice cream
Cledor
Cledor is part of Binggrae’s ice-cream portfolio and represents the company’s higher-end frozen-dessert offering alongside its broader mass-market lines.
Ice cream
Babambar
Babambar originated in the Haitai Ice Cream portfolio and became associated with Binggrae following the 2020 acquisition of Haitai Ice Cream.
Controversies
Marketing campaigns
- 2022Yoplait with Lee Se-young
South Korea
Actress Lee Se-young became associated with Binggrae’s Yoplait promotional activity beginning in 2022.
Outcome. Expanded yogurt-category marketing
- 2021Banana Flavored Milk with Ju Ji-hoon
South Korea
Actor Ju Ji-hoon fronted promotional activity for Banana Flavored Milk, extending the brand’s celebrity-marketing strategy.
Outcome. Reinforced flagship-brand visibility
- 2018Supercone with Wanna One
South Korea
Binggrae used the K-pop group Wanna One to promote Supercone and projected sales of 10 billion won for the year.
Outcome. Youth-oriented product promotion
- 1988Seoul Olympics ice-cream sponsorship
South Korea
Binggrae was designated as an official ice-cream supplier for the 1988 Seoul Olympics, linking the company to one of South Korea’s most prominent international sporting events.
Outcome. Increased national visibility
- Prince Binggraeus brand universe
South Korea · Digital international audience
Binggrae created an interconnected fictional setting centered on Prince Binggraeus. The character’s costume and accessories reference products such as Melona and Kkotgerang, turning the portfolio into an entertainment-oriented brand universe.
Outcome. The initiative helped Binggrae become the first South Korean food and beverage company reported to exceed 100,000 YouTube subscribers.
Brand decisions
2022
Price increases for Together and MelonaPrice changeBackground
Binggrae cited increased costs for imported materials after the Haitai transaction.
Action taken
The company raised prices on products including Together and Melona by approximately 25 percent.
Aftermath
The increases drew criticism because they followed assurances that the Haitai acquisition would help prevent market concentration and price increases. Binggrae was later fined in connection with price fixing.
Reported price increase. Approximately 25 percent higher (2022)
- Lotte Confectionery — Raised prices on some of its ice-cream products by a similar percentage.
2020
Acquisition of Haitai Ice CreamM&ABackground
Binggrae argued to South Korea’s Fair Trade Commission that the acquisition would help prevent Lotte Confectionery from dominating the domestic ice-cream market.
Action taken
Binggrae acquired Haitai Ice Cream in March 2020.
Aftermath
The transaction expanded Binggrae’s portfolio and increased its share of the South Korean ice-cream market, but was followed by controversy over subsequent price increases.
- Lotte Confectionery — Lotte Confectionery also raised prices on some ice-cream products after Binggrae’s increases.
2003
Transfer of ramen operationsStrategyBackground
Binggrae had developed ramen through a relationship with Nissin Foods and had launched Urijib ramen in 1986.
Action taken
After an alliance with Samyang Foods, Binggrae moved its ramen business to Pulmuone.
Aftermath
The company concentrated more heavily on dairy, ice cream, frozen desserts, and snacks.
1992
Separation from HanwhaStrategyBackground
Binggrae had been acquired by the Korea Explosives Group, later known as Hanwha, in 1973.
Action taken
The company declared independence from the Hanwha Group.
Aftermath
Binggrae continued as an independent food and beverage company.
Sources1 sources
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