SNS Craze Ahead of New Semester: Even Soju Joins the 'Duzzonku' Trend [Today's New Product]

Dujjonku chocolate and pistachio flavor recreated
On sale from March at university districts, key commercial areas, and hypermarkets nationwide

Hite Jinro announced on February 27 that it will launch a limited-edition soju called 'Duzzonku-hyang Aisle,' inspired by the flavor of the dessert 'Duzzonku' (Dubai Chewy Cookie). This marks the first time that the recent Duzzonku craze, which has been spreading primarily through social networking services (SNS), has been expanded into the alcoholic beverage category.

Getty Images

The new product features a harmonious blend of the sweet and nutty flavors of chocolate and pistachio. Unlike existing fruit-flavored soju, the company has chosen to highlight the rich dessert-inspired aroma. It will be released as a 360ml bottled product with an alcohol content of 12%.

The packaging also emphasizes a 'dessert vibe,' combining chocolate-inspired brown with pistachio green tones to add visual appeal. This strategy aims not only at drinking but also at targeting the consumer trend of 'photogenic alcoholic beverages.'

The product will be available starting March 3. Timed for the start of the new university semester, it will be sold in limited quantities at university districts, major commercial areas, and large supermarkets nationwide. This timing marketing targets the increased demand for gatherings at the beginning of the semester.

Provided by Hite Jinro.

Hite Jinro has recently been strengthening its collaboration and limited-edition strategies through the 'Aisle' series. The company has released a series of collaborative products with unique brands such as Vita500 Aisle, Melona Aisle, Aisher Aisle, and Nuclear Aisher Aisle, garnering strong responses from younger consumers.

A representative from Hite Jinro's marketing division said, "With this new limited-edition product, Duzzonku-hyang Aisle, which actively incorporates the latest dessert trends to meet consumer needs, we hope people will enjoy special gatherings and fun drinking experiences."

This content was produced with the assistance of AI translation services.