Inkyu Kim, CEO of HiteJinro, Holds Press Conference in Manila on the 18th
Philippines Serves as Strategic Foothold for Southeast Asian Market
Achieved Over 40% Average Annual Growth in the Past Three Years
"We Will Expand the Popularization of Jinro by Creating an Alcoholic Beverage Culture"
"Our competitors are not alcoholic beverage companies like OB Beer or Lotte Chilsung Beverage."
Inkyu Kim, CEO of HiteJinro, made this statement at a press conference held in Manila, Philippines, on the 18th. He said, "Our competitors are content from the entire cultural and entertainment industry, such as Netflix, travel, sports, and various hobbies."
On that day, Kim introduced HiteJinro's global strategy to create an alcoholic beverage culture that can compete with content like Netflix and to popularize Jinro worldwide. He explained that, based on a customized strategy tailored to local consumers' preferences and culture, HiteJinro achieved an average annual growth rate of over 40% in the Philippine market over the past three years. Using this success as a foundation, the company aims to expand the popularization of Jinro throughout Southeast Asia.
Inkyu Kim, CEO of HiteJinro, held a press conference on the 18th in Manila, Philippines, where he discussed HiteJinro's achievements in entering the Philippine market and its global market strategies. Photo by Hanyeju
In July 2019, HiteJinro established Hitejinro Philippines, a local subsidiary in Manila, the capital of the Philippines, as a strategic foothold for targeting the Southeast Asian market. At that time, the soju market in the Philippines was growing mainly among the Korean expatriate community. However, while the number of Korean residents has recently declined, HiteJinro's soju exports have actually increased.
According to the Overseas Koreans Agency, the number of overseas Koreans in the Philippines decreased by about 61%, from approximately 88,000 in 2013 to about 34,000 in 2023. In contrast, during the same period, HiteJinro's soju exports to the Philippines increased by about 3.5 times, and from 2022 to 2024, the company recorded an average annual growth rate of about 41.7%. This indicates that Jinro's main consumer base has shifted from Korean expatriates to local consumers.
There is also increasing local demand for original soju. According to HiteJinro, the share of fruit liqueur (fruit soju) reached 61% in 2021, but last year, the share of regular soju reversed the trend, reaching 68%. This demonstrates that a drinking culture similar to that of Korea is taking root in the Philippines. It is considered a representative case where local consumers were first introduced to the product through fruit soju and then naturally transitioned to regular soju.
Kim stated, "In the Philippines, Jinro has become a brand that blends into the daily lives of local consumers, rather than just a fleeting popular item from Korea or K-culture." He explained, "This is the result of brand marketing based on Korean Wave content, a product portfolio that reflects local tastes, and a thorough distribution channel strategy."
In fact, HiteJinro has been expanding efforts in the Philippines to develop food pairing content with local cuisine, sponsor K-pop concerts, and enhance digital marketing. These initiatives have increased brand awareness and consumer affinity, while also strengthening Jinro's mass appeal and emotional connection with consumers.
Kim emphasized, "What HiteJinro must do is consider how to create time, space, and culture through the alcoholic beverage industry, providing consumers with enjoyable and memorable experiences." He added, "Chamisul Jinro must strive to popularize Jinro globally and provide culture along with beverages so that people around the world can enjoy it together."
With the spread of the Korean Wave and growing interest in K-food, HiteJinro is aiming for double-digit growth every year in the Philippines. Guk Donggyun, head of Hitejinro Philippines, said, "The Philippines is one of the most mature alcoholic beverage markets in Southeast Asia and has served as an outpost for executing various global strategies based on high accessibility to our products." He added, "We believe that soju is more competitive than brandy, which is widespread in the Philippines, so double-digit growth is possible."
Jinro displayed at the Puregold Paranaque store, a representative wholesale discount store in the Philippines. Photo by Han Yeju
Marking its 101st anniversary this year, HiteJinro plans to continue building a drinking culture that increases brand experience through consistent time and investment in content.
Kim stated, "This year, as we begin a new century, will be an important year for HiteJinro's Jinro popularization strategy." He continued, "We will do our utmost to expand Jinro's presence beyond the Philippines to the entire ASEAN region, and to ensure that Chamisul Jinro becomes the representative liquor of Korea in the global market, powered by the Korean Wave. With the responsibility of a centennial company, we will lead the development of the alcoholic beverage market and write a new history for the next 100 years."
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