It combines many of the common elements of traditional carbonated beverages such as sugar and carbonated water with milk to create a creamy taste; its label proclaims "New feeling of soda beverage".

[2] Milkis launched in 1989 with a huge marketing campaign, notably with the appearance of Hong Kong actor Chow Yun-fat in its television advertisements.

[3] Chow was enjoying huge popularity from the success of the film A Better Tomorrow and his saying the catchphrase "Saranghaeyo, Milkis!"

in his strong accent became a huge hit; sales soared and the catchphrase remains as one of the most popular.

[6] The drink has also seen success in the United States, selling 10 million cans in 2021, mainly through Asian supermarkets.