Management Philosophy

For health and happiness of people, Binggrae is making the best customer value.

Binggrae Ideology

Portrait photography of Dosan Ahn, ChangHo. 'Binggrae Ideology'
within Binggrae Mission

In the mission declared in May 2002,
the spirit of "Binggrae" the smile of the people emphasized
by Dosan An Chang-ho is held.

The title Binggrae holds the spirit of “Binggrae,” the smile of the Koreans that Sir Dosan An Chang-ho emphasized.

“Why is our society so cold? Let’s make the world where people smile with loving hearts like ‘Binggrae.’”

In the dark Japanese Colonial Era, Sir Dosan An Chang-ho, enlightener of the national spirit, often said this. Sir Dosan categorized smiles into “Binggrae of Baby,” “Binggrae of Youth,” and “Binggrae of the Old,” and he said that this smile is the smile of essence that people shall have.

The smile without anxiety, sorrow, conscience, and corruption is “Binggrae.” Sir Dosan An Chang-ho dreamed of the bright world made of people with bright smile. The “bright smile” within the mission of Binggrae refers to the smile emphasized by Sir Dosan. Through great products contributing to health and happiness of people, Binggrae would like to bring joy and smile for all of you. We would like to have the same dream as Sir Dosan did.

Hanhwa Group, with the motto, ‘Serve the country through businesses,’ acquired Daeil Corporation, a dairy
company undergoing financial difficulties in the early 1970’s. The dairy industry in Korea at the
time was only in the blossoming stage, and the entire dairy industry was suffering a blow due to the
Daeil Corporation crisis. Feeling uncomfortable about this, Hanhwa Group went into the milk processing business.

Later, the company changed its name to Daeil Dairies and began to produce ice cream and milk products with the
trademark of ‘Foremost’ from 1972, through technical cooperation with Foremost USA. The products that were
developed at the time were Together Ice Cream and Banana Flavored Milk, which have been
quite popular right up to now.

In 1976, Korea refrained from using loanwords, substituting trade names and product names with pure
Korean words. Daeil Dairies was using ‘Foremost’ as the trademark at the time and held a contest for a trade name in
pure Korean among all its employees, alongside Korean linguists.

Daeil Dairies chose the trade name, ‘Binggrae’ which means ‘smile’ from the quotation of Chang-ho Ahn,
with the intent of bringing bright smiles to more people. The company also developed a new logo by
embodying the image of a child with a bright smile. This was how ‘Binggrae’, a name that is now familiar to everyone,
was created.

Since then, Daeil Dairies has made great efforts to build a bright and warm society where everyone can smile,
by holding contests of photos of people smiling and reviving a full swing smile movement.

In 1982, the company changed its name from Daeil Dairies to ‘Binggrae.’

Origin of Corporate Title

The title Binggrae holds the spirit of “Binggrae,” the smile of the Koreans that Sir Dosan An Chang-ho emphasized.

“Why is our society so cold? Let’s make the world where people smile with loving hearts like ‘Binggrae.’”

In the dark Japanese Colonial Era, Sir Dosan An Chang-ho, enlightener of the national spirit, often said this. Sir Dosan categorized smiles into “Binggrae of Baby,” “Binggrae of Youth,” and “Binggrae of the Old,” and he said that this smile is the smile of essence that people shall have.

The smile without anxiety, sorrow, conscience, and corruption is “Binggrae.” Sir Dosan An Chang-ho dreamed of the bright world made of people with bright smile. The “bright smile” within the mission of Binggrae refers to the smile emphasized by Sir Dosan. Through great products contributing to health and happiness of people, Binggrae would like to bring joy and smile for all of you. We would like to have the same dream as Sir Dosan did.

History of Use

Hanhwa Group, with the motto, ‘Serve the country through businesses,’ acquired Daeil Corporation, a dairy company undergoing financial difficulties in the early 1970’s. The dairy industry in Korea at the time was only in the blossoming stage, and the entire dairy industry was suffering a blow due to the Daeil Corporation crisis. Feeling uncomfortable about this, Hanhwa Group went into the milk processing business.

Later, the company changed its name to Daeil Dairies and began to produce ice cream and milk products with the trademark of ‘Foremost’ from 1972, through technical cooperation with Foremost USA. The products that were developed at the time were Together Ice Cream and Banana Flavored Milk, which have been quite popular right up to now.

In 1976, Korea refrained from using loanwords, substituting trade names and product names with pure Korean words. Daeil Dairies was using ‘Foremost’ as the trademark at the time and held a contest for a trade name in pure Korean among all its employees, alongside Korean linguists.

Daeil Dairies chose the trade name, ‘Binggrae’ which means ‘smile’ from the quotation of Chang-ho Ahn, with the intent of bringing bright smiles to more people. The company also developed a new logo by embodying the image of a child with a bright smile. This was how ‘Binggrae’, a name that is now familiar to everyone, was created.

Since then, Daeil Dairies has made great efforts to build a bright and warm society where everyone can smile, by holding contests of photos of people smiling and reviving a full swing smile movement.

In 1982, the company changed its name from Daeil Dairies to ‘Binggrae.’