"HiteJinro Adds Cleaner Taste, Fully Renews Jinro Soju in Japan After 43 Years"

[Asia Economy Reporter Eunmo Koo] HiteJinro announced on the 20th that it will completely renew Jinro, a representative soju brand loved in Japan. This is the first full renewal of Jinro in 43 years since its launch in Japan.

Since the first launch of Jinro for export to Japan in 1979, HiteJinro has led the growth of Korean soju in the Japanese market with a diverse product lineup. Jinro is highly loved by local Japanese consumers for its unique clean taste.

Through this renewal, HiteJinro improved the quality of the liquor. The amount of activated bamboo charcoal used in the filtration process was increased by 1.5 times compared to before, making the taste cleaner and the throat feel smoother. The bamboo charcoal filtration method plays an important role in removing off-flavors and impurities from soju. Additionally, the packaging emphasizes a luxurious and trendy feel. The existing green bottle was replaced with a transparent bottle, and the label color was changed from yellow to white. The bottle shape was also newly redesigned.

HiteJinro has been targeting the Japanese market with aggressive local marketing. The soju sales of HiteJinro Japan Corporation in the first half of this year increased by about 37% compared to the first half of 2019 before COVID-19, continuing its growth trend. Besides the Jinro renewal, the company is continuously strengthening its localization strategy by producing some products in Japan.

Jung-ho Hwang, Executive Director of HiteJinro Overseas Business Division, said, “Interest in Korean soju is increasing mainly among young people in Japan,” and added, “We will lead the Japanese alcoholic beverage market through various local marketing activities.”

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