Operated for 15 Days Starting May 24
Soju Exports to France Achieve 70% Average Annual Growth
HiteJinro announced on June 12 that over 8,000 local consumers visited the 'Jinro Pop-Up Store' operated in Paris, France, for 15 days starting from May 24.
The Jinro Pop-Up Store was designed to communicate Jinro's brand identity and appeal to French locals, as well as to increase brand favorability through product experiences. The venue, located just a one-minute walk from the Louvre Museum, attracted many local participants to the Jinro brand experience event, demonstrating strong interest.
This pop-up store, operated under the concept of 'Jinro's Garden,' was inspired by Jinro's iconic green bottle and the gardens of Versailles in France. The first floor focused on brand experiences and product purchases, while the second floor served as a tasting area that emphasized the premium mood of Jinro products through dim lighting and neon effects.
Visitors were given a 'Jinro Travel Card' to complete missions, and could collect stamps by participating in three activities: product tasting, writing on a wish tree, and using a photo booth. These stamps could then be exchanged for commemorative goods. For customers who made purchases, there was also a 'Create Your Own Jinro' program, where they could decorate bottles with stickers. Local consumers actively participated, sharing their experiences on social media. The 'Jinro Fan Calligraphy' event, held during the pop-up, also drew attention. A professional artist handwrote phrases chosen by visitors on traditional Korean fans, receiving a positive response from local attendees.
HiteJinro plans to accelerate the 'popularization of Jinro' in France, the home of wine. From 2020 to 2024, HiteJinro's soju exports to France recorded an average annual growth rate of over 70%. The company is expanding its growth by moving beyond sales channels centered on Korean restaurants to a wider range of distribution channels, including large supermarkets such as Carrefour.
Hwang Jungho, Executive Vice President of HiteJinro's Overseas Business Division, said, "The Jinro Pop-Up Store served as an effective platform to deliver both the brand's sensibility and its products. We will continue to strengthen marketing activities that bring enjoyment and fun to overseas consumers, and expand touchpoints with local customers in various countries so that Jinro can establish itself as a leading global alcoholic beverage."
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