The new edition of “My Straw” generated a buzz on social media after Binggrae rolled out a specially designed straw in the online market Monday.

According to the company, the “S.O.S. Straw” was added to the list of the “My Straw” editions with a price of 8,900 won ($8). The 10,000 available are currently on sale via Gmarket.

The straw, which features a distinctive fire extinguisher-shaped design, helps consumers cool down a burning mouth by spraying the drink directly on the tongue.

The promotional video of the straw has gone viral online, garnering over 25,000 likes on Facebook and 3.9 million views on YouTube.

Twitter users also welcomed the newly launched edition. The post, which announced the sales of the “S.O.S. Straw,” has been retweeted over 4,200 times in a day.

In July, Binggrae launched a campaign called “My Straw” and rolled out distinctive designs of straws, in a bid to increase the sales of its flagship product “Banana Flavored Milk.”

The 30,000 units of straws, including “Ringer Straw,” “Love Straw” and “Giant Straw,” were sold out within a week after their release.

By Park Ju-young (jupark@heraldcorp.com)