Share this page

How international superstars are inspiring younger generations to drink more milk

Date: October 5, 2020
Insights type: Blog
Subject Area: Marketing, Nutrition & Health
Categories: Blog


BTS are a very successful Korean boy band, known for their hit singles in the popular genre of Korean pop (K-POP). The group are internationally known for their hit singles across the world with over 30 million followers on social media. They are also number 1 on iTunes in over 91 countries.

Why am I reading about this in an IDF blog you may ask? For good reason: a specific tweet from their song and video Dynamite, recently went viral as one of the band members Jungkook, a well-known milk lover, holds up a glass of milk tweeting “Shoes on, get up in the morn’ Cup of milk, let’s rock and roll” causing a surge of reactions, and over 2.3 million likes. The video also begins with Jungkook drinking a glass of milk, ready to seize the day.



This is also not the first time BTS has promoted milk in their videos. In 2017, a video with BTS was launched on a channel popular with young adults called “Milk song”, encouraging adolescents to drink more milk. The song also highlights milk’s positive nutritional benefits. These types of messages are key to inspire the younger generation, as well as increasing the trend of drinking milk.

Making the younger generation aware of the nutritional benefits of milk is essential. The benefits of providing school children with milk are plentiful. Dairy’s well-known natural nutrient-richness provides an abundant supply of high-quality protein, vitamins, and minerals, such as calcium, phosphorus, potassium, iodine, and vitamins B2 and B12. IDF Korea has also stated its appreciation below:

“We are delighted to see that Korean superstars are taking a part in enhancing the positive image of milk worldwide. This boy group has been very familiar to milk, and even covered a famous milk-theme song when they made their debut.

Taking the opportunities for global collaboration with these kind of international celebrities help us to seize and catch up with fast-changing trends and tastes among teenagers”.

Find out more about milk for schools: The contribution of school milk and nutrition worldwide

The IDF report on school milk: The contribution of school milk and nutrition worldwide, compiles data from global experts in the field on different programmes around the world. Providing insights on the range of products, implementation, and population, accompanied by raw data, the new edition also includes a review on the evidence of the nutritional benefits of these programmes, offering new insights into the global impact of school milk. Download a free copy.


IDF Communications
Contact the IDF Communications Team for further information

Related news & insights

Keep up to date with the latest news and insights from leading experts in the global dairy sector.

Related reports & publications

IDF provides a permanent source of authoritative scientific and other information on a whole range of topics relevant to the dairy sector.