HiteJinro's 'Terra' to Begin Exports to the US, Hong Kong, and Singapore

[Asia Economy Reporter Seungjin Lee] HiteJinro's Terra has embarked on its first export journey.

HiteJinro announced on the 12th that in its third year since launch, Terra has begun its first exports to three countries: the United States, Hong Kong, and Singapore. The initial shipment consists of 1.2 million bottles (based on 330ml) and will be sold in these strategic countries where awareness of Korean alcohol is high and export demand is strong.

Since Terra's launch in 2019, there has been continuous overseas demand, but due to rapid growth in the domestic market, the company has focused on meeting domestic supply. Through this Terra export, HiteJinro plans to target the three strategic countries to raise interest in Korean beer in the global liquor market and satisfy consumers. However, only a limited annual quantity will be exported to ensure stable domestic supply.

HiteJinro will start sales first in Hong Kong this month. After mid-next month, sales will begin sequentially in the United States and Singapore. The company plans to prioritize supply to the Korean expatriate market, where demand has been high, and gradually expand sales channels such as Korean restaurants frequently visited by locals. Additionally, through collaboration with local soju distributors who have been advancing soju globalization, HiteJinro plans to build Terra's brand awareness.

Jung-ho Hwang, Executive Director of HiteJinro's Overseas Business Division, stated, "As there has been continuous demand for Terra exports in the global market, we will target overseas consumers focusing on the three strategic countries," adding, "We will enhance the status of Korean beer in the global market through Terra, a clean lager recognized domestically."

Meanwhile, Terra recorded the fastest sales speed ever from its launch and surpassed cumulative sales of 1.65 billion bottles within just two years of its release.

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