HiteJinro Lands ‘Dukkeop Sanghoe’ in Jeonju

Exterior of 'Dukkeop Sanghoe' Jeonju Branch

[Asia Economy Reporter Seungjin Lee] HiteJinro’s ‘Dukkeop Sanghoe’ is visiting customers in Jeonju this time.

HiteJinro announced on the 30th that it will open the fifth nationwide touring branch of ‘Dukkeop Sanghoe,’ the country’s first liquor character shop, called the ‘Jeonju Branch.’ Starting in Seoul last year, it has been touring nationwide in the order of Busan, Daegu, and Gwangju this year.

The Jeonju Dukkeop Sanghoe will open on May 1 and operate until June 13 in Gaekridan-gil (Daga-dong, Wansan-gu, Jeonju City), which is considered a hot place in the Jeonju area. During the operation period, the Jeonju International Film Festival will also be held, so it is expected that more customers will visit the Jeonju Dukkeop Sanghoe.

The Jeonju branch is differentiated by its exterior and interior that capture the unique atmosphere of Jeonju, where traditional Korean culture lives. Inspired by hanok, traditional Korean houses, the exterior features roof tiles and traditional window doors, and the interior maximizes traditional beauty by using traditional furniture, patterns, and ceramics. The toad character wearing hanbok is eye-catching.

At Jeonju Dukkeop Sanghoe, about 100 types of HiteJinro’s representative popular goods such as ‘Yojum Somac Glass,’ ‘Jinro Hanbangul Glass,’ and ‘Dukkeobi Keyring’ will be sold. Based on the goods sales data from the previous four branches, a ‘Best Selling Zone’ gathering only popular products has also been prepared. In addition, various fun activities such as issuing Somac certificates, SNS events, and lucky box sales are ready. It operates daily for 8 hours from 12 PM to 8 PM, and minors are restricted from entering.

The Gwangju Dukkeop Sanghoe, which ended on April 30, recorded a total of about 10,000 visitors. It was held in Dongmyeong-dong, which has good accessibility in Gwangju, and since most visitors were in their early to mid-20s, the Somac certificate issuance promotion was very popular, which is analyzed to have created word of mouth.

Seongtaek Oh, Executive Director of Marketing at HiteJinro, said, “We prepared this to provide a unique brand experience and an opportunity to communicate through the nationwide tour of Dukkeop Sanghoe to local customers who love Jinro, the origin of soju, and the clean lager Terra. We will continue marketing activities reflecting consumer needs to establish Jinro and Terra as brands loved by the entire nation.”

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