Hot-Kid? Iconic Chinese Milk Drink Gets a Spicy Rebrand Overseas
July 15 – Longtime fans of Want Want Milk, the ubiquitous dairy beverage enjoyed throughout childhood in China, are doing a double-take as the product sports a surprising new moniker abroad: HOT-KID. The name, a literal translation appealing to Western markets, has sparked both amusement and intrigue among consumers.
Internationally, Want Want Milk is being marketed as “HOT-KID MILK FLAVORED DRINK.” While the name may have changed, the branding retains its familiar imagery: the iconic young boy with his signature bowl cut and overalls – a nostalgic throwback for millennials and Gen Xers.
Want Want Group, the parent company, was founded in Taiwan in 1962 as the I Lan Foods Industrial Company.
The beverage giant entered the mainland China market in 1996, introducing Want Want Milk using reconstituted milk processing technology. This strategic move proved to be a masterstroke in brand building.
The company’s catchy advertising slogan, essentially daring viewers with “Keep looking, keep looking, and I’ll drink you up!”, became deeply engrained in the cultural consciousness of the 80s and 90s generation in China. The ad featuring a cool kid sporting a backward baseball cap, became a cultural touchstone and was widely imitated throughout the country, solidifying Want Want’s place in the hearts and minds of its consumers.
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