[Asia Economy Reporter Seungjin Lee] HiteJinro announced on the 9th that it will open the fourth nationwide branch of Korea's first liquor character shop, 'Dukkeop Sanghoe,' in Gwangju.
The Gwangju Dukkeop Sanghoe will open on the 15th and operate until April 30th in 'Dongridan-gil' (Dongmyeong-dong, Dong-gu, Gwangju). At the Gwangju Dukkeop Sanghoe, more than 90 popular representative products of HiteJinro, such as the 'Chamisul Backpack' and 'Pink Toad Figure,' will be sold. Various attractions such as issuing somac certificates and social media (SNS) events are also prepared. In collaboration with the professional baseball team 'KIA Tigers,' which has a strong fan base in Gwangju, a special edition 'HiteJinro Toad Figure' wearing the KIA Tigers uniform will be produced and sold. It will operate for 8 hours daily from 12 PM to 8 PM, and minors are restricted from entering.
The previously held Busan and Daegu Dukkeop Sanghoe also gained popularity. The Busan branch, which ended on February 28th, recorded a daily visitor count surpassing Seoul, and the Daegu branch, scheduled to close on the 14th, is also thriving. At the Busan and Daegu Dukkeop Sanghoe, due to trends changed by COVID-19 and home drinking, goods such as the Yojum Somac glass, Jinro Hanbangul glass, and Jinro Pi Box opener ranked within the top 5 in popularity among drinking glasses and openers.
Osungtaek, Executive Director of Marketing at HiteJinro, said, "This was prepared as a way to deliver a unique brand experience and give back to local customers who have loved Jinro, the origin of soju, and the clean lager Terra through Dukkeop Sanghoe," adding, "We will continue marketing activities to establish Jinro and Terra as brands loved by the entire nation."
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