HiteJinro 'Chamisul' Releases Limited Edition Goods with J.ESTINA

Second collaboration since the first between the alcoholic beverage industry and jewelry brand in 2021
Limited sale of 500 sets composed of Poorer and Open Ring

HiteJinro announced on the 28th that its soju brand, Chamisul, will release its second limited edition collaboration goods with Korea's leading jewelry brand J.ESTINA. The set includes the ‘Chamisul Pourer’ and ‘Open Ring (ring)’, reflecting Chamisul’s dew drop and J.ESTINA’s crown identity, packaged in the Pink Isul design.

At the center of this collaboration is IU, who serves as the model for both brands. IU has been the longest-running brand model for Chamisul for nine years and has maintained a relationship with J.ESTINA since 2020. Both companies expect a positive synergy effect through this collaboration goods that utilize each brand’s distinct identity.

This is the third collaboration HiteJinro has conducted involving Chamisul and another brand with IU as the model. In 2021, it was the first collaboration between a domestic liquor brand and a jewelry brand. The ‘Pendant Necklace’ and ‘Soju Glass’ inspired by the identities of Chamisul and J.ESTINA sold out 500 sets within 1 minute and 30 seconds, receiving explosive responses. Last year, Chamisul also introduced the ‘Dew Drop Cooling Cushion’ through a collaboration with the brand ‘Evezari’, which also featured IU as the model, and all 600 units sold out.

The limited edition collaboration goods from the two companies will be available for sale on the online fashion store Musinsa starting at 11 a.m. today. A total of 500 sets will be sold at a price of 89,000 KRW per set. Oh Sung-taek, Executive Director of Marketing at HiteJinro, said, “We attempted a new collaboration with J.ESTINA by utilizing Chamisul’s clean dew drop image. As a leading brand in Korea, we will continue to carry out various marketing activities that allow consumers to directly experience the image of Chamisul through diverse attempts.”