Ohayo Dairy's 'Brulee Milk,' a convenience store ice cream that has gained popularity among tourists in Japan, has officially launched in South Korea.
On July 21, Ohayo Dairy held a media briefing at Community House Masil in Jung-gu, Seoul, to announce the launch of its premium ice cream 'Brulee Milk.' The product will be available at Seven-Eleven stores nationwide starting July 22, priced at 6,500 won. This marks the company's expansion into the premium dessert segment, two years after introducing its Jersey milk pudding through Seven-Eleven in 2024.
'Brulee Milk' is a cup dessert that captures the texture and flavor of crème brûlée in ice cream form. It features a caramelized layer created by actually torching the surface, combined with rich milk ice cream. Ohayo Dairy invested approximately seven years in research and development to simultaneously achieve the cold ice cream and the heated brulee process.
Tasting the Brulee Milk evokes the experience of enjoying the French dessert crème brûlée. When lightly tapped with a spoon, the thin caramel layer cracks with a satisfying 'pop,' revealing the creamy milk ice cream beneath. The combination of the broken caramel and ice cream creates a delightful crunch reminiscent of eating dalgona and white chocolate, delivering a rich milk flavor that appeals to a wide audience.
Keisuke Ogawa, director of Ohayo Dairy, stated, "Our manufacturing philosophy is to keep the ingredients simple while putting great care into the production process. What we aim to provide with Brulee Milk is not just a taste but an experience that satisfies all five senses."
Ohayo Dairy chose to enter the South Korean market due to its established brand recognition and high demand for desserts. The company noted that many South Korean tourists seek out Brulee Milk in Japanese convenience stores, and the product has gained traction on social media, confirming domestic demand. Additionally, South Korea's strong market for premium desserts and developed café culture played a significant role in this decision.
Ohayo Dairy plans to cultivate South Korea as a key market for its international expansion. Starting with Brulee Milk and Jersey milk pudding, the company aims to introduce a variety of premium dessert products and solidify its presence in the South Korean market before expanding to other countries. Ogawa added, "If we succeed in South Korea, we expect to confidently expand our business to other nations."
Seven-Eleven, responsible for domestic distribution, is also strengthening its dessert category with the launch of Brulee Milk. The previously released Ohayo Jersey milk pudding ranked first in sales within the dessert category at Seven-Eleven last year and continues to hold that position this year. The dessert category has seen approximately 30% growth last year and around 60% growth this year, marking the highest growth rate among all product categories.
Su-kyung Cho, head of the product division at Korea Seven, noted, "While the main customer base for convenience stores is still male, over 60% of dessert category buyers are women, and we see significant interest from women in their 20s and 30s. We believe this market can attract high-quality female customers who have previously shown little interest in convenience stores, which is why we invested effort into the launch of Brulee Milk."
Atsushi Fujimoto, chairman of Ohayo Dairy, expressed his excitement about officially launching Brulee Milk in the South Korean market, stating, "We are thrilled to bring Brulee Milk, which has been loved not only in Japan but also by Korean consumers visiting Japan, to South Korea. Through our partnership with Korea Seven, we aim to share the appeal of Ohayo Brulee Milk with more Korean consumers and grow it into a beloved brand."
* This article has been translated by AI.
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