Wait, That’s a Korean Thing? The Truth Behind the Pepsi Drink Shocking Koreans

※ Disclaimer: This is not a sponsored or promotional article; it simply addresses a surprising revelation that’s leaving many Koreans in disbelief.

What many assumed was a product created overseas turns out to be a homegrown innovation. We’re talking about Pepsi Zero Sugar Lime, the soda currently dominating Korea’s zero cola market.

Despite the global Pepsi branding, the backstory of this hit product reveals an unexpected twist. While it may look like something PepsiCo’s global headquarters dreamed up, the truth is that the recipe was developed and proposed by Korea’s very own Lotte Chilsung.

Lotte Chilsung crafted a new zero cola formula tailored to the Korean palate and pitched it to PepsiCo’s global HQ. Normally, product development for global beverage brands is led by the headquarters, but this time was different. PepsiCo approved the Korea-specific recipe, leading to the launch of Pepsi Zero Sugar Lime, now a major success.

Before 2021, Coca-Cola had a firm grip on Korea’s zero cola market, with Coke Zero dominating nearly all sales. Pepsi trailed far behind, struggling to compete. But everything changed when Lotte Chilsung introduced Pepsi Zero Sugar Lime in early 2021.

After its initial launch in online stores and convenience chains, the product sold an impressive 2 million units within just 40 days. Pepsi managed to flip the market dynamics, achieving a 7:3 market share advantage over Coca-Cola in the zero cola segment. While Coca-Cola still leads in the regular cola market, Pepsi’s lime-infused zero version has become the dominant force in the diet segment.

The success of Pepsi Zero Sugar Lime is largely attributed to its ability to cater to Korean taste preferences. Traditional zero colas often received mixed reactions due to the aftertaste of artificial sweeteners. However, the addition of lime effectively masked this flaw, creating a refreshing flavor that resonated with consumers.

The crisp lime taste pairs well with meals, making it especially popular in Korea’s thriving delivery food culture. The drink quickly won over Gen Z consumers, helping it solidify its place in the market.

Boasting a youthful and trendy appeal, Pepsi Zero Sugar has chosen none other than K-pop sensation IVE as its brand ambassador, further solidifying its hold on Gen Z consumers. With the slogan “Zero: Attitude”—inspired by IVE’s hit lyrics—the brand has successfully captured not only the taste buds of younger audiences but also the attention of older generations seeking healthier alternatives to sugary sodas.

The brand isn’t stopping there—Pepsi has a history of collaborating with major K-pop idols and A-list celebrities. Notable figures who have represented Pepsi include IU, Chae Soo-bin (star of When the Phone Rings), QWER, and other top names from the Korean entertainment scene. This star-studded lineup continues to fuel the brand’s success, driving engagement and further expanding its market reach across multiple demographics.

As Korea’s zero cola market continues to grow, the success of Pepsi Zero Sugar Lime suggests that more customized products could be on the horizon. It proves that reflecting local tastes and trends can lead to global success, and the ongoing craze for zero products has many wondering what innovative flavors will come next.