Hite Jinro Launches Limited Edition TERRA x PAC-MAN Collaboration

500ml Bottles for On-Premise Channels, 453ml Cans for Home Channels
Participate in the PAC-MAN Game, Nationwide Ranking System Operated for Two Months

Hite Jinro announced on May 7 that it will launch a limited edition collaboration between TERRA, its flagship Korean beer brand, and the game character PAC-MAN.

This collaboration was planned to strengthen the mass appeal of the TERRA brand and expand consumer touchpoints for experiential marketing. PAC-MAN, released in 1980, is the best-selling arcade game character in the world.

The 'TERRA x PAC-MAN' limited edition will be available as a 500ml bottle for on-premise channels and a 453ml can for off-premise/home channels. To celebrate the launch, the company has also prepared activities that various generations can relate to and experience firsthand.

The limited edition products feature a QR code. After age verification and scanning the TERRA label, consumers can access a PAC-MAN augmented reality (AR) game. The game incorporates motion inspired by TERRA’s real carbonation, enhancing its vibrancy and immersion. It will be available for about two months, and users can check their scores up to the top 100 through a nationwide ranking system.

Additionally, Hite Jinro plans to operate arcade-themed gallery displays in select large supermarkets, offering both AR game experiences and tasting events. There will also be limited edition merchandise such as hair ties and exclusive glasses featuring the 'TERRA x PAC-MAN' design.