Jinro Toad Running Through Singapore City... Boosting Soju's Globalization as No.1 Brand

Promotion of Jinro through wrapping on 16 major bus routes in downtown Singapore until 2021

[Asia Economy Reporter Lee Seon-ae] HiteJinro, which is showing an upward trend in the Singapore distilled liquor market, is continuing aggressive sales activities.

HiteJinro announced on the 16th that it has started bus wrapping advertisements in Singapore to expand the awareness of the Jinro brand. These buses operate on 16 major city routes in Singapore, and a total of 16 buses will be operated from December this year until 2021.

The front of the bus is designed in green tones, the representative color of the most popular products in Singapore, ‘Cheongpodo Aseul’ and ‘Chamisul Fresh’, making it easily noticeable from a distance. The product and the toad character are designed on both sides and the rear of the bus respectively, focusing on promoting ‘Jinro’, the world’s best-selling distilled liquor, and its symbol, the ‘toad’. Additionally, a neon sign-style design, commonly seen in Korean pubs in Singapore, was applied to increase familiarity with the logo.

Despite intensified competition in the Singapore distilled liquor market, HiteJinro continues its steady upward trend. In fact, HiteJinro, which ranked 3rd in the global distilled liquor market in Singapore until last year, rose to 2nd place within a year, boasting its brand power. The strategy is to achieve the goal of becoming number one within two years by 2022 through aggressive promotional activities.

HiteJinro grew by 109% in Singapore this year compared to the previous year, and recorded a sharp growth of 90% last year compared to the previous year.

Hwang Jeong-ho, Executive Director of the Overseas Business Headquarters, said, “We planned the bus wrapping advertisement to effectively promote Jinro as the ‘world’s number one soju brand’ and to expand brand awareness among locals,” adding, “We plan to continue aggressive marketing activities such as local advertising and promotions.”

Meanwhile, Jinro is sold in over 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, Jinro is expanding brand awareness overseas under the name ‘Jinro’, which is relatively easy for foreigners to pronounce.

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