HiteJinro Opens 'Jinro Pocha' in Melbourne, Strengthening Its Push in Australia

Korean-Style Pocha Concept Introduced

Year-Round Brand Experience Space

HiteJinro announced on March 12 that it has opened "Jinro Pocha Melbourne," a brand promotion hub in Melbourne, Australia, and will strengthen its efforts to target the local market.

HiteJinro selected Melbourne, known for its multicultural environment and high receptivity to global food and beverage trends, as its local base for brand localization in Australia. The company explained that Jinro Pocha was designed to allow local consumers to experience the Korean drinking culture, where food and alcohol are enjoyed together.

The interior of the store features symbolic elements of the Jinro brand, reinterpreting the atmosphere of a traditional Korean street food bar in a modern way. Jinro soju’s signature toad figurines, soju bottles, and limited-edition merchandise are displayed throughout the venue to highlight the brand’s identity.

Interior image of Jinro Pocha in Melbourne, Australia. Provided by HiteJinro.

At Jinro Pocha, the menu includes Jinro soju, Terra beer, as well as regular soju and highball and cocktail options made with fruit liqueurs. Korean-style food pairings such as yukhoe (seasoned raw beef), perilla oil makguksu (buckwheat noodles), and gamjajeon (potato pancakes) are also offered to provide local consumers with the experience of pairing Korean food and drinks.

Jinro Pocha officially opened on February 27 and will operate year-round. HiteJinro plans to utilize this space as a hub where local consumers can always experience the Jinro brand.

To celebrate the opening, discount promotions and a 1+1 event for soju and beer will be held until March 15. Customers who order over 150 Australian dollars (AUD) will also be eligible for a lucky draw event, with limited-edition prizes including toad figurines and Bluetooth speakers.

HiteJinro has recently continued to expand its sales in the Australian market. In 2025, soju sales in Australia increased by about 20% compared to the previous year. With "Chamisul Fresh" and the fruit liqueur "Aisle Series" now available at approximately 1,400 stores of major local liquor distributors BWS and Dan Murphy's, the company explained that it is expanding its sales base beyond the Korean expatriate market to reach local consumers.

Hwang Jeongho, Executive Vice President of HiteJinro’s Overseas Business Division, stated, "Various local marketing activities, such as Jinro branding advertisements on Sydney Light Rail and participation in the 2025 Sydney Spirit Festival, are positively contributing to raising brand awareness. We will continue to promote the popularization of Jinro through brand experience events that connect with local consumers."

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