HiteJinro Opens 'Jinro Theme Store'... "Targeting Hong Kong Liquor Market"

Soju Unified Brand 'Jinro' Popup Store

HiteJinro announced on the 4th that it has released a YouTube video capturing the scene to commemorate the opening of the global soju integrated brand 'Jinro' popup store 'Jinro Theme Store' in Hong Kong last October.

Global soju integrated brand Jinro's Hong Kong popup store 'Jinro Theme Store'
[Photo by HiteJinro]

The popup store was planned to expand opportunities to connect with the Hong Kong MZ generation (Millennials + Generation Z) and to increase awareness of the Jinro brand. It has been open and operating in Causeway Bay since last October.

The Jinro Theme Store is located in Hong Kong's largest bustling district near the SOGO department store and recorded approximately 20,000 visitors over the past two months. It has also become a hot topic both online and offline, with various visit reviews posted on Hong Kong's popular social networking service (SNS) 'Xiaohongshu.' The store will operate until the first half of 2025, aiming to introduce Korean 'soju culture' to Hong Kong consumers and strengthen Jinro's presence.

At the Jinro Theme Store, customers can purchase and taste all 18 types of HiteJinro's alcoholic beverages and drinks, including Chamisul, fruit liqueurs, and the non-alcoholic beer Hite Zero. Additionally, to promote various ways to enjoy soju, eight types of soju cocktails such as lemon tea and mojito, developed directly by bartenders, are available for customers to enjoy.

Hwang Jeong-ho, Executive Vice President of HiteJinro's Overseas Business Division, said, "HiteJinro is strengthening marketing activities that emphasize enjoyment and fun elements for overseas consumers," adding, "We will continue strategic promotions in 2025, including diversifying communication channels, so that soju can become a popular drink worldwide."

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