Korea’s Binggrae, famous for its signature banana-flavored milk, will open a banana-flavored milk themed Yellow Cafe.

The new concept store will be located in the Dongdaemun branch of Hyundai Outlet Store.

It marks Binggrae’s first foray into the cafe market. Beverages such as lattes and milkshakes, and desserts such as ice cream, pudding, and tarts made with banana-flavored milk will be sold alongside accessories and souvenirs inspired by the beloved product that started it all, Binggrae’s iconic banana-flavored milk.

The interior design of the store is also inspired by the product, as well as the tableware used to serve food and beverages at the store.

Binggrae’s move to open a flagship store in the Dongdaemun area is perceived by retail analysts as a bid to get ahead in a commercial area that’s on the rise.

Dongdaemun is an area popular among tourists, with its numerous fashion shopping malls, cultural assets and Dongdaemun Design Plaza (DDP). The area holds potential to grow even more with Doosan’s duty free store expected to open soon.

Binggrae hopes to promote its products by introducing them to more domestic and foreign consumers.

“Based on the resources the area holds, Yellow Cafe will provide a space that can provide opportunities to consumers so that they can experience our products,” a company spokesman said.

Since its launch in 1974, banana-flavored milk has stood at the top of the domestic market for processed milk, a reign of more than 40 years. The friendly color of the product and unique bottle shape are loved by consumers of all ages.

• Original reporting by M H Lee of Korea Bizwire.