As the word "alcohol" comes from Arabic, so, too, did Korea's soju come from Arabia sometime in the 1200s. One of Korea's most popular alcoholic drinks, soju is now becoming popular in parts of Southeast Asia, following in the wake of successful Korean pop groups and soap operas in the region.
Hite Jinro, one of Korea's larger brewers and distillers, has seen exports to Southeast Asia increase by 20 to 40 percent each year since 2011, and it recorded sales of USD $5.6 million across South East Asia in 2014, an increase of 84.4 percent over sales in the prior year. By country, the most soju was sold in the Philippines, followed by Vietnam and Thailand. Soju is not only cheap and tasty, but it is also getting a bit more popular thanks to the popularity of Korean pop music and soap operas.
Hite Jinro has found Southeast Asia to be a new market and it is promoting its alcoholic wares through a range of strategies. The distiller released "Chamisul Classic", "Chamisul Fresh" and "Jinro 24", which is not for sale in the domestic Korean market, and those three brands are growing in popularity in Southeast Asia, especially in Thailand where the company has quickly localized. The sweet and fragrant fruit soju "'Chamisul grapefruit" is also quite popular among Thai female consumers.
Finally, the Boon Rawd Brewery, one of the biggest alcoholic beverage enterprises in Thailand, has entered into a partnership with Hite Jinro and they are preparing to launch their own pop group, called JRGG or the JinRo Girl Group, so-named as part of Hite Jinro's unusual marketing strategy. Boon Rawd plans to raise brand awareness through the pop group’s songs and other promotional activities.
By Shin Jaewon
Korea.net Staff Writer
Photos: Hite Jinro, Jeon Han
jennys88@korea.kr
Two models promote ''Chamisul grapefruit,' 'Chamisul’ and ‘Jinro 24’ (from top to bottom), three brands of soju, at the Macro Mart, a retailer in Bangkok.
Hite Jinro makes ‘Chamisul grapefruit,’ ‘Chamisul Classic,’ ‘Jinro 24’ and ‘Chamisul Fresh’ (from left to right), all available in the Thai market. ‘Jinro 24’ is not for sale at home.
Hite Jinro has found Southeast Asia to be a new market and it is promoting its alcoholic wares through a range of strategies. The distiller released "Chamisul Classic", "Chamisul Fresh" and "Jinro 24", which is not for sale in the domestic Korean market, and those three brands are growing in popularity in Southeast Asia, especially in Thailand where the company has quickly localized. The sweet and fragrant fruit soju "'Chamisul grapefruit" is also quite popular among Thai female consumers.
Finally, the Boon Rawd Brewery, one of the biggest alcoholic beverage enterprises in Thailand, has entered into a partnership with Hite Jinro and they are preparing to launch their own pop group, called JRGG or the JinRo Girl Group, so-named as part of Hite Jinro's unusual marketing strategy. Boon Rawd plans to raise brand awareness through the pop group’s songs and other promotional activities.
By Shin Jaewon
Korea.net Staff Writer
Photos: Hite Jinro, Jeon Han
jennys88@korea.kr
A Thai shopper inspects a bottle of Hite Jinro's ‘Chamisul’ soju at the Marco Mart, a retailer in Bangkok.
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