"Localization Drive in the US" HiteJinro Enters Costco USA

[Asia Economy Reporter Eunmo Koo] HiteJinro announced on the 17th that it recently launched four types of fruit liqueurs in 17 Costco stores in the United States.

Starting with its first entry at the Costco New York store in May, HiteJinro expanded to 17 stores in New York, Minnesota, Wisconsin, Illinois, Kentucky, and other locations in October, offering four types of fruit liqueurs (Grapefruit Eassul, Green Grape Eassul, Plum Eassul, Strawberry Eassul). Costco is the world's third-largest retailer, operating 581 stores in the U.S. alone. It is expected that approval will be granted for entry into five Costco stores in San Diego, California within this year.

Prior to entering Costco, in 2019, HiteJinro succeeded in entering Target, the eighth-largest distributor in the U.S., and has been actively expanding stores since last year. Currently, fruit liqueurs are sold in 15 Target stores in the Los Angeles area of California.

To globalize and localize soju, HiteJinro plans to increase the number of stores in major shopping channels such as large supermarkets and also aims to introduce regular soju through fruit liqueurs. To this end, they will strengthen YouTube advertising for fruit liqueurs focusing on regions with Costco stores and expand Costco stores in California and Texas.

Jung-ho Hwang, Executive Vice President of HiteJinro’s Overseas Business Division, said, “Success in the United States, the world's largest economy, is like the final gateway to soju localization and brings us one step closer to globalization.” He added, “We will continue to strengthen the home channel and actively promote various brand activities in entertainment channels as well.”

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