Lotte Chilsung to Grow 'Saero' as Korea's Representative Soju

Lotte Chilsung Beverage is aggressively marketing to establish ‘Saero’ as a leading brand of soju.

Earlier, Lotte Chilsung held a pop-up event in Seongsu-dong to celebrate the first anniversary of Saero's launch. The event was themed as a birthday party for Saero's character Saero Gumi (Saero + Gumiho), featuring a media art viewing zone, tasting zone, merchandise zone, and hanbok experience zone, which received high praise from consumers.

In April, a brand experience center was opened at the Gangneung factory where Saero is produced. This was to actively promote Saero’s origin and brand history. The reservation site opened in mid-May, and within just two weeks, about 70,000 people visited the site and completed reservations for the experience center.

For TV commercials, the focus is on entertainingly highlighting Saero’s various unique features. The campaign includes the ‘Mu (無)’ version emphasizing that it is a zero-sugar soju with no added fructose, the ‘God’ version expressing Saero’s fresh and smooth taste as if just made, and the ‘Mi (美)’ version highlighting the beautiful bottle design that has attracted attention since the product’s launch.

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