HiteJinro Opens 'Jinro Dukkep Lounge' at Urban Break

Expanding Brand Experience Opportunities Including First Reveal of Ilpum Jinro Oak 43

HiteJinro's flagship soju brand ‘Jinro’ is participating in an art fair.

On the 13th, HiteJinro announced that it will operate a mini pop-up store called ‘Dukkeop Lounge’ featuring various contents at ‘Urban Break 2023,’ Asia’s largest art fair held at COEX in Seoul until the 16th.

This Dukkeop Lounge faithfully recreates the popular content of the soju goods pop-up store ‘Dukkeop Sanghoe,’ which started in 2019 and has toured nationwide in cities such as Busan, Jeonju, and Gangneung. It is designed as a space where visitors can experience the brand, taste alcoholic beverages, and relax.

At this art fair, HiteJinro will play a key role in the food and beverage sector, showcasing a unique side of soju through the fusion of alcohol and art. In particular, in collaboration with Jason Naylor, a world-renowned graffiti artist from New York and the main guest of Urban Break, they will exhibit and sell Dukkeobi art toys and goods expressed through the artist’s sensibility, providing distinctive attractions. On the 14th at 2 p.m., Jason Naylor will perform live painting on a large Dukkeobi sculpture.

Additionally, various alcohol tasting programs will be offered. The Korean bar & restaurant ‘Monomono’ in Manhattan, New York, which is leading efforts to elevate the status of Jinro soju cocktails, will participate directly to introduce new cocktails. Visitors can taste four types of soju cocktails based on Jinro and Ilpoom Jinro as a limited daily menu. The Ilpoom Jinro Oak 43, which contains 12-year-old oak barrel-aged original liquor, will also be available for the first time at Urban Break.

Oh Seong-taek, Executive Director of Marketing at HiteJinro, said, “We have prepared various contents that can showcase Jinro’s unique colors at this art and culture festival,” adding, “Please look forward to the expansion potential of Jinro content, which has fusion possibilities with various fields as a soju brand.”

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