Hite Jinro, ‘K-Soju’ craze is hot in Thailand :: Sympathy Media News Agency ::

[서울=뉴시스] Reporter Jiyoon Choi = Hite Jinro is continuing the globalization of soju in Thailand amid the prolonged Corona 19.

According to Hite Jinro on the 21st, exports to Thailand in the first half of this year recorded $1.55 million (about 1.78 billion won), a three-fold increase compared to the same period last year. Soju has grown at an average annual rate of 30% for four years from 2016 to last year, when soju declared globalization. Consumer experiential marketing activities to expand brand awareness such as pioneering local distribution networks, targeting the home market by expanding fruit liqueur items, and ‘Jinro Day’ were effective.

Since 2016, Hite Jinro has opened ‘Chamisul’ and Fruit Liqueur in some stores of BigC and Makro, which are large marts. It has targeted the home market by expanding products such as ‘Strawberry Dew’, as well as installing special mart-only products and stand alone. This year, it entered 5,000 stores of 7-Eleven, the largest convenience store in Thailand. A major restaurant in Bangkok has been holding the Jinro Day since December last year and received a good response from the locals. Through the tasting session, it is providing many consumers with a soju drinking experience and building brand awareness.

Hite Jinro’s overseas business general manager Hwang Jeong-ho said, “Declaring the globalization of soju in 2016, we focused on Southeast Asian countries such as Thailand, Vietnam, and Malaysia in consideration of economic growth, population base, and the status of the alcoholic beverage market. Leading the ‘K-Soju’ market, “We will continue to achieve double-digit growth this year through the enhancement of the soju brand image in Thailand and the globalization of soju.”

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