The “funsumer” trend for retro product packaging and cross-sector partnerships, is causing plenty of buzz in Korea, The Korea Herald reports.

A milk powder scented body wash, the product of a collaboration between supermarket Homeplus, LG Household & Health Care and Seoul Dairy Cooperative, with packaging that resembles cartons of the country’s best-selling milk, has been the latest example to get people talking.

Though the nostalgic elements and the unexpected nature of some of these collaborations (another example, between a brewery and flour company became a huge hit last year), are driving the trend, not everyone is a fan.

Some netizens voiced concern about the body wash after a photo emerged of it being sold alongside actual milk cartons. An accompanying tweet raised fears that elderly consumers might not be able to tell the body wash apart from milk.