Offering Various Brand Experiences Including Product Sampling and Limited-Edition Merchandise
The global Netflix series "Squid Game" Season 3 is set to be released worldwide on June 27, and a large-scale global fan event was held to celebrate the occasion. Approximately 1,000 selected fans and global influencers attended the event, where they received significant attention by participating in games featured in Squid Game and competing to determine an actual winner.
Hite Jinro was the only alcoholic beverage brand to participate in this event, and heightened the excitement on-site by conducting brand experience-focused marketing activities through its exclusive booth. At the booth, global consumers were able to sample six varieties of fruit liqueur, including the new "Lemon Aisle," as well as the "Chamisul X Squid Game" edition and various other Jinro products. The booth also offered demonstrations of the Korean drinking culture, such as how to make "Somaek" and the "Somaek Tower." In addition, participants in mini-games received various goods such as Chamisul microphones and eco-bags, while all booth visitors were given a special gift kit that included a limited-edition Squid Game glass and a Younghee game device, which was met with an enthusiastic response.
Hwang Jungho, Executive Director of Hite Jinro's Overseas Business Division, stated, "It is very meaningful to be able to communicate with global consumers through collaborations with content that is attracting worldwide attention. Moving forward, we will continue to expand opportunities for consumers to experience Jinro in a friendly way through various experiential marketing activities, and we will persistently promote the global popularization of our brand."
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