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