Global Expansion of 'Jinro Is Back'... Exports Begin to 7 Countries Including the US and China

In June 2019, HiteJinro opened a pop-up store called 'Korea Spirit 2019' in Paris, France.

[Asia Economy Reporter Choi Saeng-hye] 'Jinro Is Back' (hereafter Jinro) can now be enjoyed overseas as well.

HiteJinro announced on the 10th that it will begin exporting Jinro to seven countries including Japan, the United States, and China to mark the first anniversary of Jinro's launch. The initial shipment will be 1.3 million bottles, primarily targeting regions with high soju awareness.

Since the launch of Jinro last year, there has been continuous demand for exports, but the company has focused on stabilizing domestic supply. Through this first export of Jinro, HiteJinro plans to raise global interest in soju and accelerate the globalization of soju.

As domestic demand for Jinro remains strong, the company plans to target the global market focusing on strategic regions. Starting with entry into Japan from the 10th, exports will expand sequentially to the United States, Canada, China, and others. The focus will gradually shift from the Korean expatriate market, where demand was high, to Korean restaurants frequented by locals. Alongside the existing Chamisul, Jinro will also introduce pairings with Korean cuisine to build brand awareness.

HiteJinro declared the globalization of soju in 2016 and currently exports soju products such as Chamisul to over 80 countries. The export performance of soju has steadily grown, with a 33% increase last year compared to 2016. This growth is attributed to diversification of export regions, expansion of export items, and effective localization promotions.

Hwang Jeong-ho, Executive Director of HiteJinro's Overseas Business Division, said, “There has been continuous demand for Jinro exports in the global market, especially from expatriate communities, so we decided to start exporting on the first anniversary.” He added, “HiteJinro will lead growth in the alcoholic beverage market by diversifying its product portfolio to target both domestic and overseas markets.”

Meanwhile, Jinro was reinterpreted with a modern sensibility from the product originally launched in the 1970s and was released last April. With its sky-blue bottle and easy drinking experience at 16.9 degrees, it gained great popularity across generations from the start. Within 13 months of launch, it sold over 300 million bottles, establishing itself as a representative brand in the domestic soju market.

This content was produced with the assistance of AI translation services.