HiteJinro strengthens local marketing in Thailand
Participates in 'Samed in Love Music Festival' as the only alcoholic beverage brand
HiteJinro announced on the 17th that it participated as a sponsor in Thailand’s largest beach music festival, the 'Samed in Love Music Festival 2025,' held on June 7, thereby strengthening its efforts to target the local market.
The 'Samed in Love Music Festival' is a major summer music festival held annually on Koh Samet Island in Thailand. The event features artists from a variety of genres, including EDM, pop, and bands, and attracts more than 9,000 attendees each year.
At this year’s festival, HiteJinro conducted integrated online and offline marketing activities to boost brand awareness. At the promotional booth set up at the event site, the company operated a tasting zone for its new product 'Lemonaisle,' a photo zone featuring its toad character, and SNS photo content, thereby expanding opportunities for visitors to experience the brand. HiteJinro also participated as the only alcoholic beverage brand selling products at the festival, showcasing its soju and beer offerings. At a total of three booths operated as 'JINRO BAR,' the company provided regular soju, six types of fruit liqueur, and Terra beer, allowing visitors to naturally engage with the brand.
Hwang Jungho, Executive Director of HiteJinro’s Overseas Business Division, stated, “We are actively conducting local marketing activities, such as sponsoring popular festivals, to strengthen communication with the MZ generation in Thailand,” and added, “We will continue to reinforce our position as the leading soju brand in the global market through consumer experience-focused brand activities.”
Meanwhile, HiteJinro has been expanding sales of Jinro through continuous efforts to target the Thai market and strengthen marketing activities. From January to May this year, HiteJinro’s soju exports to Thailand increased by more than 70% compared to the same period last year, and Jinro products are now available not only at local restaurants but also in various distribution channels, including large supermarkets and convenience stores.
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