"'Fruit Liqueur' Thank You" HiteJinro Sparks 'K-Soju' Boom in Malaysia

Malaysia and Indonesia Export Values Grow 5x and 3x Over 4 Years
Brand Awareness Expanded Through Consumer-Facing Marketing and Fruit Liqueur Popularity

HiteJinro held a soju tasting event in the second half of last year in Penang, Malaysia, targeting local residents to promote soju.

[Asia Economy Reporter Lim Hye-seon] Riding the popularity of fruit soju (fruit liqueur), HiteJinro is experiencing rapid growth in the Malaysian and Indonesian markets.

HiteJinro announced on the 15th that the export growth rate of soju to Malaysia and Indonesia increased more than fivefold and threefold respectively compared to 2016. These figures ranked first and third in growth rate among Southeast Asian export countries. This achievement is significant as it was accomplished in markets with strict liquor regulations due to national policies.

HiteJinro highly values the growth potential of these two countries and has focused on pioneering local distribution channels and expanding brand awareness by leveraging the popularity of fruit liqueur.

At the end of last year, Malaysia's soju export volume grew 137% year-on-year, recording an average annual growth rate of 58% over the past four years. Notably, the sales proportion of fruit liqueur increased from 14% in 2018 to 55% last year. The key to this growth is attributed to the expansion of online and offline markets targeting local consumers and promotional marketing that meets the demands of consumers in their 20s and 30s. HiteJinro assigned dedicated Jinro staff to visit establishments, actively introducing the so-maek culture?enjoying soju mixed with beer using so-maek towers? to locals, and promoting fruit liqueur as an easy-to-drink option to raise brand awareness. Additionally, an official social network service (SNS) will be launched in the first half of the year to activate consumer contact marketing.

In Indonesia, the world's fourth most populous country, Chamisul and fruit liqueur targeting younger consumers are receiving positive responses. Last year, soju exports to Indonesia grew 55% compared to 2018. Furthermore, efforts to develop local distribution channels led to successful entry into a major local outlet in March.

Hwang Jeong-ho, Executive Director of HiteJinro’s Overseas Business Division, stated, "Since declaring the globalization of soju in 2016, we have been focusing on Southeast Asian countries such as Vietnam and Malaysia by considering various factors including economic growth, population base, and liquor market status, leading the K-soju market. We will continue to develop products tailored to the needs of younger consumers and implement localized strategies."

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 promote the globalization of soju. The products sold include Chamisul Fresh, Chamisul Original, Jinro Is Back, the Aseul series (Grapefruit Aseul, Plum Aseul, Green Grape Aseul, Plum Aseul, Strawberry Aseul), and Ilpoom Jinro.

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