HiteJinro's Jinro Reaches 1.4 Billion Bottles Sold... Becomes a Star Product Following Chamisul

HiteJinro 'Jinro'

HiteJinro's toad soju brand "Jinro" has grown into a representative soju brand alongside Chamisul, surpassing cumulative sales of 1.4 billion bottles as of November last year since its launch. Despite the economic downturn caused by COVID-19, Jinro continued its sales growth. Sales increased by approximately 5% in 2021 compared to the previous year, and again by about 5% last year. In particular, with the advent of the endemic phase, sales of products for entertainment venues increased, signaling a recovery in the entertainment market.

One of the success factors of Jinro is its toad character marketing. Jinro was the first in the soju industry to introduce character marketing using a toad, continuing the toad syndrome through TV commercials as well as a nationwide tour of the goods pop-up store "Dukkeobsanghoe." Various marketing activities through social networking services (SNS) feature the toad's clumsy and charming daily content reflecting the untact trend of the COVID-19 era, resonating with a wide range of consumers including the MZ generation (Millennials + Generation Z).

HiteJinro is also practicing ESG (Environmental, Social, and Governance) management through Jinro's diverse activities. To support small and medium-sized enterprises that have good ideas and excellent technology but face difficulties in product promotion, they provide intellectual property (IP) rights of the toad character, engaging in win-win management. Since November last year, they have also been conducting eco-friendly activities by producing PET products with eco-friendly eco-taps that are easy to recycle.