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.

In 1974, we used the brand “Binggrae” for the first time in milk products along with launching of Banana Flavored Milk.

Back then, since the brand called “Foremost” was used for development of individual ice cream products, we needed another brand to represent all milk categories for milk products. Hence, as the brand for milk products, we selected Binggrae. Thereafter, our technological partnership with Foremost ended for ice cream, and we took away Foremost and expanded the brand “Binggrae” to ice cream products as well.

Then, we made a symbol to replace the cane-shape symbol from the letter “f” of Foremost. This symbol is “snowman-shape,” and we began to use this in front of Binggrae from then.

The corporate title at this time was still Daeil Dairies from Daeil Corporation, and the product brand was only named as Binggrae. In 1982, the corporate title was changed to “Binggrae Co., Ltd.,” and the symbol was replaced with the current symbol in 1994.

There is no accurate record about the process of selecting the title Binggrae, but it is the outcome with the will of founder to stabilize the national foundation and to establish advancement of food through dairy industry and milk processing business by Hanwha with the corporate philosophy of national contribution with business. The founder who felt sorry for the collapse of sprouting dairy industry in the early 1970s took over the Daeil Corporation under the risk of bankruptcy with the will instead of feasibility. This spontaneously met with the context of Independence Movement, and the company borrowed the quote by Sir An Chang-ho to make the name approaching to people friendly.

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

In 1974, we used the brand “Binggrae” for the first time in milk products along with launching of Banana Flavored Milk.

Back then, since the brand called “Foremost” was used for development of individual ice cream products, we needed another brand to represent all milk categories for milk products. Hence, as the brand for milk products, we selected Binggrae. Thereafter, our technological partnership with Foremost ended for ice cream, and we took away Foremost and expanded the brand “Binggrae” to ice cream products as well.

Then, we made a symbol to replace the cane-shape symbol from the letter “f” of Foremost. This symbol is “snowman-shape,” and we began to use this in front of Binggrae from then.

The corporate title at this time was still Daeil Dairies from Daeil Corporation, and the product brand was only named as Binggrae. In 1982, the corporate title was changed to “Binggrae Co., Ltd.,” and the symbol was replaced with the current symbol in 1994.

There is no accurate record about the process of selecting the title Binggrae, but it is the outcome with the will of founder to stabilize the national foundation and to establish advancement of food through dairy industry and milk processing business by Hanwha with the corporate philosophy of national contribution with business. The founder who felt sorry for the collapse of sprouting dairy industry in the early 1970s took over the Daeil Corporation under the risk of bankruptcy with the will instead of feasibility. This spontaneously met with the context of Independence Movement, and the company borrowed the quote by Sir An Chang-ho to make the name approaching to people friendly.