Latest news with #Jinro
Korea Herald
7 days ago
- Business
- Korea Herald
Soju from shelves to tables: HiteJinro raises toast to Philippines
Targeting every retail touchpoint, HiteJinro pushes to make Korean soju staple in Filipino drinking culture MANILA, Philippines — A shared glass of liquor, known as tagay in the Philippines, has long been central to Filipino communal drinking. Yet while the drinking tradition has endured, what fills those glasses is shifting — especially among K-pop fans and spirit lovers — from familiar gin or rum to soju bearing the Jinro label from South Korea's leading soju-maker, HiteJinro. The once-exotic green bottles now have greater visibility, not only in Korean barbecue joints, but also in supermarkets, convenience stores and Filipino households. Supermarket essential In the city of Paranaque's Puregold, one of Manila's major hypermarket chains, the liquor aisle tells the story. Browsing the shelves stocked with Jinro soju bottles is Andrea, a 21-year-old Filipina consumer introduced to the world of soju through K-pop and Korean TV dramas. 'I prefer drinking soju because its taste is smoother than strong Filipino spirits, and I experience less of a hangover the next day,' she said. 'I drink soju about once or twice a week, mostly with family or while watching Korean dramas on Netflix or YouTube.' A Puregold official took note of the brand's current popularity: 'Despite its foreign origin, it has become a go-to drink for many local families.' At S&R Membership Shopping, a membership-based warehouse club, in the capital Manila, Jinro set up a small tasting booth where Erwin, a 43-year-old former bartender, sampled a shot of soju. 'There's definitely a strong sense of trust in Korean-made products in the Philippines,' he noted. 'I often drink soju when gathering with friends on weekends. With the variety of options like fruit flavors, we enjoy mixing it in different ways. 'But most of all, I like the original soju the most because it's the cleanest and smoothest.' Marie Phil Reyes, managing director at HiteJinro Philippines, explained the shifting trend, 'Fruit-flavored soju helped introduce locals to soju, and more recently, the share of regular soju consumption among locals has grown significantly.' Distribution networks Behind expanded distribution into both the Korean community and mainstream retail are local partners: Premier Wines & Spirits, which focuses on distributing soju through local channels, and K&L, which primarily supplies Korean restaurants and convenience stores. In terms of sales volume, the total comes to around 550 to 600 containers a year, with each container holding 1,260 boxes of soju, and each box consisting of 20 bottles. K&L accounts for roughly 60 percent of the market share. At K&L's office, with a warehouse stocked with 36 containers' worth of soju just next door, CEO Kang Jung-hee recounted the transformation firsthand. 'Back when the company first started 30 years ago, soju sales were minimal, with few Korean expatriates and tourists,' Kang said. 'But over time, particularly after establishing the local subsidiary, we've been able to greatly expand retail channels and step up our marketing efforts.' Embedded in local life Jinro's integration into the local market was not simply about placing bottles on shelves, as Kang noted. It was also driven by marketing campaigns to make Korean drinking culture feel like a natural part of local social life, integrated into traditions like pulutan — snacks and plates akin to tapas shared while drinking — and videoke, a portmanteau of karaoke and video, to forge deeper connections with Filipino drinkers. Events include sponsoring local K-content fan gatherings and gourmet events, while actively engaging with the nation's younger generations through a strong digital presence on social media platforms. Among the standout campaigns was the launch of Jinro Live, a local adaptation of HiteJinro's decade-old Korean live-singing series Isul Live, to bring the energy of Korean-style drinking shows to Manila's social scene. Livestreamed from a Samgyupsalamat restaurant, a Korean barbecue chain with 70 locations, the event featured Filipino hip-hop duo GY. Groups of consumers packed the two-story venue, enjoying sizzling pork belly and clinking soju glasses. 'I love how well soju pairs with samgyeopsal, and I especially enjoy it while watching sports with friends,' said Goldi, a 21-year-old customer. Another customer, Lalli, added, 'Among Korean dishes, I love samgyeopsal and tteokbokki the most — they go really well with soju.' The show, meanwhile, engaged the audience with the traditional tagay toast and flowed into drinking games, personal anecdotes and live performances. 'More than a typical drinking show, Jinro Live is content that highlights how Jinro can fit in with Philippine pop culture,' said an official from HiteJinro. 'With key themes of Korean food, soju and music in focus, we're building brand affinity and plan to continue expanding our localized marketing efforts aimed at younger generations in the Philippines.' minmin@
Korea Herald
27-05-2025
- Business
- Korea Herald
Soju in Philippines: HiteJinro's blueprint for Southeast Asia
Soju's cultural resonance is key to popularizing the brand in Southeast Asian markets, says HiteJinro CEO MANILA, Philippines — In a spirited bid to spread Korean liquor culture across Southeast Asia, South Korea's leading soju maker, HiteJinro, has fixed its sights on the Philippines. Since establishing its local subsidiary in 2019, HiteJinro has orchestrated a sweeping market strategy, bringing its soju brand, Jinro, to a point where it now commands 67 percent of the Philippine soju market. It is from this tropical crossroads that the company's localization strategy is poised to spill over into neighboring countries across the region. 'From a market initially dependent on Korean expatriates and Korean restaurants, we've now achieved remarkable growth across various segments of the local market,' said CEO Kim In-kyu during a press conference in Manila in May. Beneath Jinro's dominant share lies Kim's guiding philosophy: a cultural integration where Korean food and soju have become integral elements in Filipino drinking culture. The company is not just selling alcohol, according to Kim, but creating a platform where consumers can connect with the Jinro brand — one that represents the spirit of South Korea. Seen through this lens, the real competition transcends rival liquor brands. 'Our competitors are not other liquor companies, but travel, sports and cultural content, Netflix, for instance — any experience that vies for consumers' time and attention,' Kim continued. Local collaborations, brand campaigns A variety of factors, including tailored products, diverse retail networks, and the magnetic pull of K-content, has fueled the company's push to boost soju's cultural significance. For one, local partnerships have been key to increasing the availability of soju. Collaborations with import-focused distributors such as Premier Wine & Spirits and retail giants like SM Group, Puregold and 7-Eleven have expanded the brand's reach across the market. 'Jinro is easily accessible for consumers wherever they are, even beyond Metro Manila,' said an official from PWS. 'This widespread availability reflects a growing demand among Filipino consumers eager to experience Korean culture.' Another set of tactics comes alive in marketing initiatives, from sponsoring K-pop events to partnering with local Korean barbecue chains like Samgyupsalamat and Romantic Baboy. Angela Torrejos, project manager at Anything K-POP, a K-pop content party organizer, observed, 'Jinro has become more than just a drink. It has become part of a shared experience, resonating with the global K-pop wave. Opportunities abound — from concerts and festivals to fan meets and K-alcohol nights — where Jinro amplifies the sense of community.' HiteJinro has also tapped into the Philippines' vibrant cafe culture by using soju as a base for coffee cocktails, exemplified by its partnership with the popular coffee chain But First, Coffee, last year. Driving forward new trends These efforts have now borne fruit, with more local Filipinos seeking out the Korean spirit. Despite a 61 percent drop in the local Korean population, from around 88,000 in 2013 to 34,000 in 2023, HiteJinro's soju sales in the Philippines have more than tripled, soaring at an annual growth rate of 41.7 percent between 2022 and 2024. Consumer preferences speak volumes as they lean into more regular soju. While fruit-flavored soju — such as straberry, lemon and peach — accounted for about 61 percent of sales in 2021, regular soju's share took up 68 percent of sales last year, signaling a deeper cultural connection with Korea's drinking traditions. For years to come, HiteJinro remains intent on sustaining its trajectory of double-digit growth. Last year, HiteJinro unveiled its vision of achieving 500 billion won ($366 million) in overseas soju sales by 2030 — a seven-year goal to reach 2.6 times its previous year's sales of 189.1 billion won. 'HiteJinro aims to foster demand among local consumers, casting soju as more competitive than brandy — a spirit that has traditionally held sway here,' said Kook Dong-kyun, head of HiteJinro Philippines. 'Beyond at-home consumption, our goal is to expand Jinro's presence into local bars and entertainment venues.' The company's Vietnam plant, slated to begin operations in 2027, is set to become a cornerstone of this broader regional strategy, serving as both a production hub and a logistics center. While pouring resources into marketing and navigating rising costs, the company must also contend with local competitors. "With Jinro already securing a dominant distribution network, local low-cost soju brands would struggle to enter the market based solely on pricing strategies," Kim said. After all, success hinges on consumers choosing Jinro not for its price, but for their affinity with the brand itself, he added.
Korea Herald
06-02-2025
- Business
- Korea Herald
HiteJinro breaks ground on first overseas soju plant in Vietnam
HiteJinro announced Thursday that it has officially kicked off construction of its first overseas soju production facility at the Green i-Park industrial complex in Thai Binh province, Vietnam. The new plant is expected to serve as a key manufacturing and distribution hub for the global market, while also acting as a strategic base for expanding the reach of its Jinro brand. The groundbreaking ceremony on Wednesday was attended by some 160 guests, including HiteJinro CEO Kim In-kyu, HiteJinro overseas business Executive Vice President Hwang Jeong-ho and Jeong Seong-hoon, head of Jinro Soju's Vietnam branch. Vietnamese government officials, including Secretary of the Thai Binh Provincial Party Committee Nguyen Khac Than and Thai Binh Provincial Gov. Nguyen Manh Hung, were also present at the event. "Vietnam was the first market for our overseas soju exports, so breaking ground on our inaugural international production facility here is highly meaningful," said CEO Kim. "This plant will act as a strategic gateway for expanding our presence in global markets, particularly in Southeast Asia. It also represents a crucial milestone in our journey toward becoming a global comprehensive liquor company." HiteJinro's Vietnam facility will be an advanced smart factory integrating cutting-edge technology across a site covering 82,083 square meters, an area roughly 11 times the size of a soccer field. The plant is slated for completion by 2026 and is projected to produce up to 5 million cases annually. Last year, in celebration of its 100th anniversary, HiteJinro introduced its Global Vision 2030 initiative in Vietnam, positioning the country as a key base to strengthen Jinro's competitive edge and establish it as a globally recognized brand in the international liquor market.
