HiteJinro's 'Jinro Soju' Targets Young Sensibilities... Transforming from AZ Alcohol to MZ Alcohol

[Asia Economy Reporter Eunmo Koo] HiteJinro will continue the growth of ‘Jinro’ soju this year by leading with the toad mascot.

In 2019, riding the wave of the retro trend, HiteJinro reinterpreted the original Jinro soju, ‘Dokkaebi Soju,’ with a youthful sensibility and launched it. This move was aimed at inheriting the traditional authenticity while broadening the consumer base. In particular, the strategy focused on targeting people in their 20s who find nostalgic feelings intriguing, thereby strengthening a young and trendy image. In this process, the soju’s quality was changed to a clean taste with a low alcohol content of 16.5 degrees preferred by the 2030 generation, and the sky-blue colored soju bottle was introduced for the first time to give a fresh and mild impression, differentiating the packaging as well.

Marketing that adopted a character as a model for the first time in the soju industry will also be further strengthened. Jinro has been conducting segmented marketing focused on young generations who value experience and meaning, including merchandise using the toad character, various collaborations with other industries, and operating the pop-up store ‘Dukkeobsanghoe.’

HiteJinro believes that their efforts to understand the tastes of the MZ generation (Millennials + Generation Z) and communicate with young consumers have led to positive consumer responses. The reinterpretation of Jinro’s authenticity has imprinted a new image, increasing brand awareness, and the interest has translated into sales.

Going forward, HiteJinro plans to introduce various collaborative products and actively promote character marketing by opening Dukkeobsanghoe stores in various regions, aiming for Jinro to lead the growth of the soju market alongside Chamisul and establish itself as a new trend.

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