Talk about art imitating life! Thanks to the recent release of the Netflix movie To All the Boys I’ve Loved Before, which debuted on the streaming service on Friday, August 17, Yakult sales have seen a major spike.
The Japanese drinkable yogurt, which is featured in several of the film’s iconic scenes, is never mentioned by its brand name – it’s referred to as a “Korean yogurt smoothie” instead – but viewers familiar with Yakult could clearly spot the company’s distinct red foil top and have sought out the tasty beverage.
Mark Bachman, head of M Science’s TickerTags, a research firm that analyzes the relationship between social media and a company’s performance, tells Bloomberg the brand’s “mention frequency” increased after the release of the movie. He also noted that a majority of the conversations were directly related to interest in the product, which, in turn, has led to sales growth and a higher stock price.
Though shares of Yakult’s stock dropped approximately 6 percent this year amid slower sales growth, they’ve climbed nearly 3 percent since the movie debuted last month. In fact, the stock closed 1.7 percent higher on Monday, September 3, the highest it’s been since July 31.
“Given the increasing conversation levels, we believe Yakult is achieving greater brand awareness, which should likely result in higher sales volume,” Bachman explained.
Considering the movie and has already been watched by thousands of viewers, many of whom are thrilled to see more Asian American representation on screen, the increased interest in Yakult is not surprising. The drink is often consumed by protagonist Lara Jean, played by Lana Condor, and her little sister, Kitty, (Anna Cathcart) who offers one to Peter (Noah Centineo), Lara Jean’s pretend boyfriend. Later in the movie, Peter drives across town to a Korean grocery store in order to procure some Yakult for Lara Jean.
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