HiteJinro, No.1 in Vietnam Spirit Market Sales Last Year

Reopening Boosts Brand Awareness Through Consumer Touchpoint Marketing Like Shopping Mall LED Ads
Two-Track Strategy for Locals and Korean Residents Expands Entertainment and Home Channels

An advertisement for Jinro installed inside AEON Mall, a large shopping mall in Hanoi, Vietnam.

[Asia Economy Reporter Eunmo Koo] HiteJinro announced on the 26th that it ranked first in the spirits market in Vietnam last year and plans to accelerate its efforts in the market following the reopening.

The strategy is to revitalize the entertainment market through promotions such as JinroBBQ and to boost sales by expanding new entries in the home channel centered on Chamisul and the Aseul series (including Green Grape Aseul).

According to market research firm Euromonitor, HiteJinro's soju products ranked first in the Vietnamese spirits market last year. HiteJinro explained that this is significant as Korean soju has been recognized in the local market, surpassing the popularity of domestic Vietnamese products.

Despite the contraction of the Vietnamese liquor market, HiteJinro's soju exports to Vietnam grew by about 5% compared to the previous year, showing continuous growth. The success factor is believed to be the focus on activating sales by newly entering rapidly growing channels in Vietnam such as large supermarkets, hypermarkets, and convenience stores.

HiteJinro plans to further accelerate sales activation after the reopening. They are conducting large LED advertisements in major shopping malls in Hanoi and actively engaging in marketing activities through social networking services (SNS) to connect with consumers. In February, they opened the third JinroBBQ store in the popular Cau Giay area in Vietnam. Additionally, over the past year, they have strengthened the home channel by newly entering about 930 locations including large supermarkets and convenience stores with Chamisul and the Aseul series.

A HiteJinro official stated, "We will continue active marketing activities that can satisfy the needs of both locals and Korean residents through a two-track strategy while strengthening Jinro's brand identity," adding, "We will strive to ensure that Korean soju becomes a popular alcoholic beverage loved by locals."