Hitejinro Launches Second Collaboration with "Squid Game" ... Terra and Chamisul Editions Released

Terra and Chamisul Editions Featuring Character Labels Unveiled
Four Collaborative Merchandise Items, Including the "Younghee Game Machine," Also Released

Hitejinro is launching its second collaboration with the Netflix hit series "Squid Game."

On June 16, Hitejinro announced that it will release the "Terra·Chamisul Squid Game Edition" ahead of the premiere of "Squid Game" Season 3. This collaboration was made possible by the success of the limited-edition Chamisul product for Season 2.

[Photo by Hitejinro]

The "Terra Edition" will be available in two formats: a 500ml bottle and a 453ml can. The product labels feature iconic Squid Game characters such as Younghee, the Pink Guard, and Chulsoo, a new character introduced in Season 3.

The "Chamisul Edition" will be released exclusively in a 360ml bottle with three different label designs. Each label combines the existing Dewdrop and Toad characters with Younghee, the Pink Guard, and Chulsoo. The bottle neck features the symbols "ㅁ·ㅇ·ㅅ" highlighted in pink, representing the iconic Squid Game shapes: circle, triangle, and square.

Along with the product launch, four types of merchandise, including the "Younghee Game Machine," will also be sold. This product, which debuted during last year's Season 2 collaboration, was rented to venues for drinking games and gained popularity. This year, it returns in an improved version. Additional consumer gifts, such as the "Terra Color Glass," "Chamisul Color Glass," and "Hair Tie," will also be offered. The merchandise will be sold exclusively on the Naver Plus Store.

The "Terra·Chamisul Squid Game Edition" will be available sequentially from the fourth week of June through household channels nationwide and at restaurants, bars, and other general venues. Prices will remain the same as existing products.

In December of last year, Hitejinro also collaborated with "Squid Game" Season 2 to launch the "Chamisul Limited Edition," which sold out more than 42 million bottles within a month of its release. The collaboration significantly boosted the brand awareness of "K-Soju" among both domestic and international consumers.

Oh Sungtaek, Executive Director of Marketing at Hitejinro, stated, "This collaboration brings together the most popular series on Netflix and Korea's leading 'Somaek' brand, and was planned to offer consumers a unique and entertaining experience." He added, "Hitejinro will continue to engage with consumers through differentiated integrated Tesla brand activities."