Hite Jinro to Sponsor 2025 Jeonju Gamek Festival

120,000 Visitors Last Year, 90,000 Bottles of Beer Sold
Freshly Brewed Terra Beer Offered On-site, Brand Experience Booths Operated

Hite Jinro announced on August 5 that it will participate as a special sponsor in the "2025 Jeonju Gamek Festival," which will be held for three days from August 7 to 9 at the main stadium of Jeonju University.

Now in its ninth year, the Jeonju Gamek Festival is a leading regional event themed around Jeonju’s unique drinking culture of store beer (gamek), attracting over 100,000 visitors every summer. Hite Jinro, which has participated since the first festival, plans to supply "Terra" beer freshly brewed at its Jeonju plant on the day of the event and to further enhance the brand value of Terra. Last year, 120,000 visitors attended over three days, and 90,000 bottles of beer were completely sold out.

Hite Jinro will boost the festival atmosphere by setting up Terra sales booths, a beer pond, and photo zones at the venue. In addition, the Terra Light-themed experience area will feature interactive content such as a "Somaek Certificate" booth and tattoo stickers, allowing visitors to enjoy and engage with the brand directly.

This year, the Jeonju Gamek Festival has improved the efficiency of visitor flow by centering around approximately 6,000 seats and has enhanced the immersion of the stage and event zones.

Meanwhile, as part of a mutual growth project planned in collaboration with the Jeonbuk Provincial Economic and Trade Promotion Agency, the Jeonju Gamek Festival Committee, and Hyundai Department Store, Hite Jinro is also participating in the "Jeonju Gamek Festival Pop-up Store" held at major department stores in the Seoul metropolitan area. By recreating Jeonju’s representative gamek bars, local specialty side dishes, and beer tasting spaces in the heart of the city, the company is introducing the gamek culture to more consumers in a unique way.