Korean soju, Jinro, is becoming an everyday drink in the Philippines.
Although a local liquor company in the Philippines produces and sells a domestic soju called 'So Nice' at about 60% of Jinro's price,
among Filipinos, the equation 'soju = Jinro' has become firmly established.
Locals who have been exposed to Korean culture through K-dramas and K-pop have become enamored with the combination of samgyeopsal and soju.
This popularity is largely due to the power of content.
Many locals frequently see characters in K-dramas drinking soju,
which naturally piques their curiosity about soju,
and after trying it themselves, they say they have a positive impression.
They try it out thinking, "Everyone in K-dramas drinks soju, right?"
and respond, "It's cleaner and less intoxicating than I expected."
Irwin, 43, whom I met at S&R, a warehouse-style mart in the Philippines, first encountered soju while working as a bartender. He said soju is easy to drink with food and comes in various types such as fruit soju and regular soju, which can also be consumed by mixing. Irwin's favorite is Chamisul Original (red cap). He said he likes it the most because it is the cleanest. Photo by Yaeju Han
HiteJinro has led the popularization of Jinro by targeting large supermarkets, which account for 50% of the Philippine liquor market,
as well as grocery stores.
Not only Puregold, but also SaveMore, SM Supermarket, and 7-Eleven carry Jinro,
and the taste itself is competitive compared to local liquors.
Filipino consumers say that soju causes less of a hangover than regular Philippine liquors,
and they find it attractive that there are a wide variety of options, such as fruit-flavored soju.
Jinro's growth at K&L, a business partner of HiteJinro's Philippine branch, is also remarkable.
K&L, with its headquarters in Manila and branches in Cebu and other locations, supplies Jinro to Korean restaurants, local distributors, and convenience stores.
K&L, which distributes Jinro, supplies nearly 700,000 bottles of soju annually in the Philippines,
and is growing by about 15% each year.
On the 20th, the local hip-hop unit 'GY' held a drinking live concept event called 'Jinro Live' with fans at the large Korean food franchise 'Samgyeopramat' in Manila, Philippines. Photo by Han Yeju
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