HiteJinro Promotes Chamisul in Europe with Wrapping Truck Advertisement

The Chamisul wrapping truck operated by HiteJinro is passing in front of the Eiffel Tower in Paris, France.

[Asia Economy Reporter Lim Hye-seon] Hite Jinro announced on the 26th that it is operating a Chamisul wrapping truck touring 20 European countries including the Netherlands, Germany, and France to expand brand awareness, continuing promotions even during the COVID-19 era. It is the only domestic liquor company conducting wrapping truck advertisements targeting overseas consumers.

Hite Jinro planned wrapping advertisements while seeking advertising methods that could arouse curiosity about the green bottle among overseas consumers, and carried out campaigns in various countries such as the United States and Singapore. Judging that wrapping advertisements were effective in increasing Chamisul’s brand awareness, the company decided to continue the campaign in Europe as well.

The wrapping trucks running across Europe are scheduled to operate for about two years starting from June last year. A total of four trucks travel approximately 2,400 km per week, covering 250,000 km over two years. The wrapping trucks are colorfully designed with two types of Chamisul and four types of the Aseul series products, making them easily noticeable from afar. In particular, inspired by the six products having different colors, the slogan “Pick your color” promotes that consumers can choose and enjoy soju according to their taste and preferred color.

In the first half of this year, Hite Jinro’s soju export volume to the European market increased by 80% compared to the same period last year, showing a growth trend. The spread of the home drinking trend and the increased demand from young consumers who prefer low-alcohol and sweet liqueurs contributed significantly to sales.

Hwang Jeong-ho, Executive Director of Hite Jinro’s Overseas Business Division, stated, “We will promote K-soju to European consumers through various marketing activities suitable for the with-COVID era and actively publicize the excellence of Korean alcohol. As Korea’s leading liquor company, we will take the lead in globalizing soju and focus on diversifying consumers so that Jinro can firmly establish itself as a global brand.”