HiteJinro Targets Southeast Asian "Young People" Market with K-pop Strategy

HiteJinro participated in the "2026 ROUND in the Philippines" event held in Manila, Philippines, intensifying its efforts to target the younger demographic in the Southeast Asian market.

As part of its "popularization of JINRO" strategy, HiteJinro joined the event to expand its engagement with local consumers and further strengthen JINRO's image as a "trendy K-alcohol brand," the company announced on the 23rd. The 2026 ROUND in the Philippines is a complex cultural festival combining concerts, exhibitions, and hands-on experiences, with participation from youth in Korea and ASEAN countries.

원본보기 아이콘

Leveraging global fandom-based content linked to K-pop in the Philippines, HiteJinro has been increasing brand affinity and pursuing ongoing localization strategies through collaborations with local culture and brands. Thanks to these initiatives, sales by local distributors in the Philippines grew by approximately 23% year-on-year in the first quarter of this year, continuing the growth trend.

The 2026 ROUND in the Philippines event was centered around concerts held at Araneta Coliseum on April 18 and 19, with 17 teams from Korea and 11 ASEAN countries participating and attracting over 20,000 visitors.

During the event, HiteJinro operated a branded booth to expand opportunities for consumers to experience the JINRO brand. Inside the concert venue, a tasting booth was set up, offering visitors JINRO's Chamisul and five fruit liqueurs (green grape, grapefruit, peach, strawberry, and Lemon Isul).

JINRO brand booth at Gateway Mall in Manila, Philippines. Provided by Hite Jinro.

원본보기 아이콘

A sales booth in the form of a pop-up store was also operated, allowing shopping mall visitors to naturally experience and purchase JINRO products. In addition to onsite engagement, the JINRO brand was featured in official festival promotional materials, social media content, and event trailer videos, maximizing the integrated marketing effect both online and offline.

HiteJinro has positioned the Philippines as a strategic bridgehead for expanding into the Southeast Asian market, establishing "HiteJinro Philippines" in Manila in July 2019 to accelerate localization efforts. Currently, the main consumer base in the Philippines is shifting from the Korean community to local consumers, and drinking culture is expanding from fruit liqueurs to regular soju. With enhanced accessibility through entry into major distribution channels, the Philippines is now evaluated as a market showing outstanding localization achievements within Southeast Asia.

© The Asia Business Daily(www.asiae.co.kr). All rights reserved.