The Korea Dairy Committee (KDC) has made its exciting debut in the Philippines with its first-ever promotional campaign titled “I Like It. Korea Milk.” which took place last June 14–15, 2025, it aims to introduce high-quality Korean dairy products to the Filipino market through a fusion of food, K-culture, and entertainment.
A Showcase of Korea’s Top Dairy Brands
The campaign features some of Korea’s most iconic dairy producers, including:
- Seoul Milk – Korea’s oldest dairy cooperative, known for its wide range of milk, yogurt, and dairy snacks.
- Maeil Dairies – A major player in flavored milk innovations and premium dairy goods.
- Yonsei Dairy – Bringing traditional Korean dairy excellence to new audiences.
- Binggrae – The maker of the beloved Banana Flavored Milk, famous for its collaborations with K-pop idols.
- Lotte Wellfood – A leading food and beverage brand offering milk and dairy-based desserts.
These companies are expected to present a full sensory experience, allowing Filipino consumers to taste and explore Korea’s diverse and flavorful dairy offerings.
Where K-Culture Meets Dairy
At the heart of this campaign is its unique connection to K-culture, which continues to flourish in the Philippines. The event taps into the local fandom of K-pop, K-dramas, and Korean lifestyle through the appointment of Filipino K-pop idol JL of AHOF as the official campaign ambassador. JL will engage with fans through booth visits, games, and live interactions, making the experience fun, interactive, and memorable.
A number of local influencers and celebrities will also be joining the event, further boosting its appeal and turning the venue into a K-lifestyle hotspot for enthusiasts and casual mallgoers alike.
Twin Events in Metro Manila
The promotion will be held in two major locations:
- Robinsons Magnolia Mall – Hosting consumer-focused activities, games, milk tasting, and meet-and-greet sessions with JL and guests.
- World Trade Center (MAFBEX 2025) – Featuring a business-oriented showcase as part of the Manila Food and Beverage Expo, where KDC and participating brands will present to potential industry partners and food distributors.
This dual-format approach helps the Korea Dairy Committee not only build brand awareness among Filipino consumers but also forge partnerships with local businesses for long-term expansion in the region.
Why the Philippines?
The Philippines is a rapidly growing market for Korean products, fueled by a deep appreciation for Korean culture and lifestyle. From skincare to food, Filipinos have embraced Korean trends wholeheartedly. With dairy consumption on the rise and a young, trend-sensitive population, the KDC sees the Philippines as the ideal launchpad for wider Southeast Asian outreach.
Moreover, Korea’s dairy market has seen strong success through the use of creative branding and celebrity partnerships, particularly with K-pop stars. Brands like Binggrae have set the standard for cultural marketing, and “I Like It. Korea Milk.” aims to continue that tradition—blending quality, taste, and cultural excitement.
A Taste of Korea, Closer to Home
Whether you’re a long-time K-pop fan, a foodie, or simply curious about Korean products, “I Like It. Korea Milk.” promises an exciting and flavorful way to experience Korean culture. With live performances, influencer interactions, and premium dairy sampling, this two-day event is not just a product launch—it’s a cultural celebration.
So come hungry, come curious, and discover why Filipino fans are already saying: “I like it. Korea Milk.”
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