The Drinkable Yogurt Is Selling Like Crazy — All Because of This Movie
Teens everywhere are trying it.
The hit romantic comedy To All the Boys I've Loved Before, based on the novel by Jenny Han, is more than just a movie about teen romance (spoilers ahead!). It's causing people to flock to grocery stores in a major way for Yakult, a Japanese (not Korean) probiotic drink that's been around since the 1930s.
In To All The Boys I’ve Loved Before, main character Lara Jean and her little sister, Kitty both are major fans of what they refer to as a "Korean yogurt smoothie," which uses Yakult as an ingredient. One of the movie's most important scenes involves Peter, Lara Jean's pretend boyfriend, driving across town to find Lara Jean more of these yogurts at a Korean grocery store, as an example of his very real devotion. Because probiotics show you care.
According to Bloomberg, the yogurt company's stock has risen by 2.6 percent since the release of the film on Aug. 17. Mark Bachman, head of corporate analytics firm M Science’s TickerTags, told Bloomberg, “We believe Yakult is achieving greater brand awareness, which should likely result in higher sales volume.” We’d say. Look at the social media reactions alone!
Before you rush out to buy some drinkable yogurt for yourself, this movie snuck in one more probiotic highlight. Peter turns out to be a pretty great catch and later in the movie is also seen enjoying kombucha instead of beer at a party. This and the yogurt run make the suggestion that he appreciates the value of digestive-benefitting bacteria, which we find curious and adorable: Perhaps this is the secret to modern love.