Song Ga-in Effect Boosts Bohae Ipsaeju Sales by 20% "Increase"
[Asia Economy Honam Reporting Headquarters Reporter Park Seon-gang] Bohae Brewery (CEO Lim Ji-seon) announced on the 12th that sales volume has increased after recruiting singer Song Ga-in as the model for Ipsaeju.
Accordingly, Bohae plans to produce additional limited edition products for spring.
In 2020, the 70th anniversary of its founding, Bohae took the first step toward new growth by boldly selecting 'national singer' Song Ga-in as the model for Ipsaeju.
When the news broke last December that Song Ga-in had been chosen as the model for Ipsaeju, Song Ga-in, Ipsaeju, and Bohae Brewery ranked high on real-time portal search terms, attracting intense interest from netizens.
Moreover, beyond Gwangju and Jeonnam, consumers nationwide, including the metropolitan area and Yeongnam, continuously inquired about where and how to purchase 'Song Ga-in Soju Ipsaeju.'
Interest in Song Ga-in Soju Ipsaeju translated into actual sales growth.
In January, Bohae Brewery's Ipsaeju sales volume rose 20% compared to the same month last year. This increase occurred despite no special campaign events after selecting Song Ga-in as the model.
Bohae analyzed that sales increased as fans who like Song Ga-in sought out and consumed Ipsaeju nationwide. In particular, consumer interest in the limited edition label featuring a photo of Song Ga-in wearing hanbok earlier this year had a significant impact.
Bohae plans to produce a new limited edition product to express gratitude to Song Ga-in's fans and consumers who sought Ipsaeju. The additional product will feature a photo of Song Ga-in dressed in green and pink outfits symbolizing spring on the outer box packaging.
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Park Chan-seung, head of the public relations team, said, "From the moment Song Ga-in was selected as the model for Ipsaeju, Bohae Brewery and Ipsaeju received great attention nationwide, which led to actual sales growth. We expect that conducting various campaigns involving the residents of Gwangju and Jeonnam and Song Ga-in will encourage even more consumers to seek Ipsaeju."
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