Soju, Out into the World... Daesun Joojo's 'Crossover' Marketing Draws Attention

Daesun Brewery is knocking on the Japanese market with a crossover product launched in collaboration with Busan-based fashion brand ‘Balansa (SOUNDSHOP BALANSA)’.

This collaborative product features the ‘C1 Blue,’ which Daesun Brewery renewed for the first time in seven years, and a trademark that reinterprets the logo of their flagship product ‘Daesun’ along with Balansa’s character.

The collaborative product has been exhibited alongside Balansa products at the premium department store ‘Parco,’ a symbol of Shibuya, Tokyo, Japan, from the 24th of last month until the 2nd of next month, gaining popularity.

Daesun Brewery explained that the collaborative product is popular as a photo prop on SNS and is even causing concerns about being sold out as a gift item.

Soju product from the collaboration between Daesun Joojo and Ballansa.

Previously, Daesun Brewery also created collaborative products with the camping brand Helinox. Daesun Brewery and Helinox produced soju products that reinterpret the ‘Daesun’ and ‘Helinox’ logos, as well as aluminum soju cups that can be used in rough environments such as camping.

The collaborative products are currently exhibited at Helinox’s flagship store ‘Helinox Creative Center Busan (HCC Busan),’ which opened on the 18th in Dalmaji Hill, Jung-dong, Haeundae-gu, Busan, and some are being given as gifts to VIP customers visiting the store.

Additionally, Daesun Brewery co-designed Daesun and miniature products with Treksta, an outdoor brand headquartered in Busan, and has been exhibiting them at pop-up stores in major Busan locations since April.

Jo Woo-hyun, CEO of Daesun Brewery, evaluated, “It is a very meaningful event that a representative local company and fashion brand from Busan joined hands to spread K-culture in Shibuya, known as the heart of Japan.”

CEO Jo added, “Daesun Brewery will continue to strengthen its brand image through collaborations with various companies and artists and provide consumers with unique enjoyment.”

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