"HiteJinro with High Growth Potential, Actively Targeting Vietnam and Cambodia"

Leading Career Branding Activities Targeting the Younger Generation

[Asia Economy Reporter Lim Hye-sun] HiteJinro is targeting the younger generation in Vietnam and Cambodia.

HiteJinro announced on the 18th that its soju sales in Vietnam increased nearly threefold from 16.2 billion KRW in 2016 to 41.2 billion KRW last year. The average annual growth rate is 26%. Soju sales in Cambodia also rose by 32.9% to 11.7 billion KRW last year compared to the previous year. The company explained that marketing targeting the young and dynamic markets of Vietnam and Cambodia, where the national average age is in their 20s to 30s, was effective.

HiteJinro plans to continue various marketing activities this year as well. In January, HiteJinro opened the second branch of ‘JINRO BBQ’ in the bustling area of Bac Ninh city, Vietnam. This is to target Phu Nhuan Thai (high-income women born in the 1990s) who have a high interest in Korean soju culture along with the Korean Wave. The JINRO BBQ is managed by a local franchise-experienced company, and expansion of branches is also being considered to enhance the JINRO brand awareness.

In Cambodia, the company is actively targeting the market with various marketing strategies, focusing on the high interest and loyalty toward Korean products influenced by the Korean Wave. Dedicated personnel for JINRO are assigned within the home channel to focus on store product management, and local Cambodian partners are promoting the brand on the streets with Rolls-Royce vehicles wrapped in JINRO product images.

Meanwhile, HiteJinro, which sells soju products in over 80 countries overseas, is expanding brand awareness abroad under the name ‘JINRO,’ which is relatively easy for foreigners to pronounce, to globalize soju. The products sold include Chamisul Fresh, Chamisul Original, Jinro Is Back, Aseul series (Grapefruit Aseul, Plum Aseul, Green Grape Aseul, Plum Aseul, Strawberry Aseul), Ilpum Jinro, and Jinro 25.

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