Milkis launched in 1989 kawaii with a huge marketing campaign, notably with the appearance of Hong Kong movie star Chow Yun-fat in its TV commercials. Chow was enjoying huge popularity from the success of the movie A Better Tomorrow and his saying the catchphrase "Saranghaeyo, Milkis!" (사랑해요, 밀키스! I love you, Milkis!) in his strong accent became a huge hit; sales soared and the catchphrase remains as one of the most popular.