Yakult sales are booming because of a Netflix film


Most companies use “product placement,” an advertising technique to subtly promote their products through placing them in films, television or other media.

A classic example of that is Yakult’s cameo in Netflix’s teen rom-com movie, “To All the Boys I’ve Loved Before”. To those who have never heard nor tried about the drink, it’s actually a fermented skim milk with a special strain of Lactobacillus casei — a type of bacteria that is good for the digestive system. It was created in Japan in 1935 and entered the U.S. market in 1999.

During the movie, viewers had noticed that Lara Jean Song Covey’s sister, Kitty, was drinking a “yogurt” out of a distinctive little bottle. In the film, the dairy product was dubbed a “Korean yogurt smoothie,” but audiences clearly spotted the brand’s “distinct red foil top.”

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