HiteJinro Launches TERRA Light Summer Campaign with Actor Ju Jihoon

New TV Commercial "Really, It's Okay" Released on the 5th
Brand Message: "Zero Sugar, Lower Calories" Delivered

HiteJinro has launched its summer marketing campaign by unveiling a new TV commercial for its beer brand "TERRA Light," titled "Really, It's Okay."

TERRA Light, which was launched in July 2024, is a product that pursues both the "authentic beer experience" and "healthy drinking." It contains only one-third the calories of regular beer (12 kcal per 100ml) and 0g of sugar. While maintaining the original flavor and strong refreshment of beer, it is easy to enjoy lightly. Immediately after its launch, it ranked first in the light beer category in major supermarkets, and it continues to be the best-selling product in this category.

To strengthen its connection with consumers during the summer season, HiteJinro has selected actor Ju Jihoon as the new model for TERRA Light and launched a new advertising campaign. The commercial intuitively communicates the product's advantages of "zero sugar, lower calories," enhancing the refreshing brand image. It features a twist where Ju Jihoon discovers that the person pouring him beer is actually himself, and visually expresses a light and cool drinking experience by transitioning to an exotic resort setting.

TERRA Light has led the market by ranking first in the light beer category in major supermarkets immediately after its launch. Building on this success, HiteJinro is strengthening experiential marketing aligned with the "Healthy + Pleasure" trend, which seeks both health and enjoyment.

Starting with the "Seoul Marathon" in March 2025, HiteJinro has participated as a sponsor in various running events, including the "Geumcheon Love Marathon (Suyuk Run)" and the recent "Mudoran with Coupang Play." In particular, the "Mudoran" event drew attention with appearances by broadcasters such as Park Myungsoo, Haha, and Jo Seho. At the event, TERRA Light operated exclusive merchandise and experience booths, receiving an enthusiastic response from participants.

A HiteJinro representative said, "Starting with this advertising campaign, we plan to introduce the light and easy drinking experience that TERRA Light pursues to a wider range of consumers."