HiteJinro Promotes 'Jinro' in Las Vegas, USA

Operation of city tour buses wrapping major attractions until 2021
Full-scale launch of Jinro online shop amid surge in US goods sales requests

[Asia Economy Reporter Lee Seon-ae] HiteJinro, which continues to promote ‘Jinro’ in the United States, has launched an attack on Las Vegas, USA.

HiteJinro announced on the 7th that it is operating a Las Vegas tour bus wrapped with Jinro advertisements to expand brand awareness among local residents and tourists in the US. From September, it will operate 24 hours a day for 1 year and 4 months, stopping at major attractions such as Bellagio Garden and Cosmopolitan.

Las Vegas, one of the largest tourist cities in the world, attracts not only locals but also tourists, and it is expected that the Jinro brand can be effectively promoted in a short period of time.

The wrapped bus features major products such as Chamisul, Grapefruit Aesul, and Plum Aesul, along with colorful fruits designed in a cartoon style, making Jinro soju stand out at a glance even from a distance. In particular, using illumination that matches the unique flashy street scenery of Las Vegas, the focus is on promoting ‘Jinro,’ the world’s best-selling distilled liquor, and its symbol, the ‘toad.’

In fact, HiteJinro’s Jinro is sold in more than 80 countries overseas and has been recognized for its excellence by ranking first for 19 consecutive years as the world’s best-selling distilled liquor brand. To globalize soju, it is expanding brand awareness overseas under the name ‘Jinro,’ which is relatively easy for foreigners to pronounce.

Since 2018, HiteJinro has been operating 10 wrapped trucks in New York to promote the Jinro brand. Not only did the wrapped trucks receive a good response from locals, but consumer surveys also showed that the promotion through wrapped vehicles led to increased product awareness, so the company is expanding to other cities.

Additionally, HiteJinro is conducting fun marketing activities for Korean residents who are going through difficult times due to the COVID-19 pandemic.

Since HiteJinro introduced various goods last year, there has been a flood of sales inquiries from Korean residents, leading to the operation of an online goods shop ‘JINRO SHOP’ in the US. The shop sells US-exclusive goods such as large tubes shaped like Chamisul bottles, Dunny T-shirts, and Jinro Is Back bags on the HiteJinro America website.

Also, to commemorate the US launch of Jinro Is Back, a ‘Chalkak Festival’ is being held for Korean residents until the 14th. By taking a photo of ‘Jinro Is Back’ and uploading it to the HiteJinro America website, participants will be entered into a draw to receive prizes.

Hwang Jeong-ho, Executive Director of HiteJinro’s Overseas Business Division, said, “HiteJinro planned the wrapped bus in conjunction with TV advertisements as a way to inform that Jinro is the world’s best-selling distilled liquor while arousing curiosity among locals. As Korea’s representative liquor company, we will lead the globalization of soju and focus on diversifying consumers so that Jinro can leap forward as a global brand.”

Meanwhile, since August, HiteJinro has started its first Jinro soju TV commercial in the US, which is being aired on major channels such as ESPN, Fox Sports, and TNT, and has attracted attention by being broadcast during major sports events such as MLB New York Yankees and NBA playoffs.

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