HiteJinro's Soju Export Revenue Reaches $120 Million Last Year... "Record High"

Soju Export Value Grew 16.4% Year-on-Year Last Year
Continuous Growth Every Year Since the 2016 Declaration of 'Soju Globalization'

HiteJinro set a new record for soju export revenue last year.

Export Soju Product Images by HiteJinro (from left: Chamisul Fresh, Grapefruit Aseul, Green Grape Aseul, Plum Aseul, Strawberry Aseul, Peach Aseul)
[Photo by HiteJinro]

HiteJinro announced on the 27th that its soju export revenue last year reached approximately 120 million USD, a 16.4% increase compared to the previous year. Over the past five years, HiteJinro's soju export revenue has grown at an average rate of 17.1%. Last year, HiteJinro's soju export performance stood out in Western markets such as the Americas and Europe & Africa regions. The Americas recorded a high growth rate of 82.4%, while Europe & Africa saw a 39.4% increase.

HiteJinro cited agile and proactive responses to market changes based on local market research in strategic countries as the growth background. The company explained that in the highly competitive global market, analyzing various competing products and understanding trends such as the popularity of low-alcohol beverages and fruit soju were effective. HiteJinro focused on localizing soju by placing Chamisul and fruit soju in major large retailers such as Costco and Target in the U.S., Edeka and Metro in Germany, and expanding distribution channels by installing country-specific promotional materials and tasting booths.

Various marketing activities targeting locals are also being carried out. The company has been conducting activities that allow locals to experience the brand, such as sponsoring U.S. Major League Baseball teams, UK music festivals, German club events, and Italian film festivals, receiving positive responses. Additionally, since the global YouTube integration in 2021, HiteJinro has actively communicated by producing various video contents to promote the ‘JINRO’ brand, recently surpassing 100,000 subscribers.

Hwang Jeong-ho, Executive Vice President of HiteJinro’s Overseas Business Division, stated, “This year, we will continue to strive for the globalization of K-soju through differentiated strategies by country,” adding, “Going forward, as the world’s number one distilled liquor aiming for global leadership, we will expand sales focusing on Southeast Asia and Greater China countries in the short term, and rapidly growing Western countries in the mid to long term.”