HiteJinro to Boost Soju Marketing in the UK as Exports Grow

Hite Jinro Co., the leading soju brand and liquor company in South Korea, expanded overseas, and its popularity is growing steadily. The brand is becoming more well-known due to the unstoppable spread of K-pop all over the world.

In fact, on Tuesday, Aug. 22, Hite Jinro said that its sales of soju in the United Kingdom are still increasing. The company said that the sales in the region are showing consistent growth every year. With this development, the soju maker wants to further broaden its reach in the European market.

As per The Korea Economic Daily, Hite Jinro is planning to promote Korean soju further in the European market. The company will start this promotion in the U.K. and then gradually spread into other territories.

The firm shared that its exports of soju in the U.K. reached an average annual growth rate of around 42% in the last four years. To be more specific, the export volume in the first half of this year alone increased by 43% compared to the volume within the same period in 2022. This shows that sales have grown by 63% since 2021.

"The European market, which used to be centered around Korean expats and travelers, is experiencing rapid growth in soju sales as it expands toward local consumers," Hite Jinro’s managing director of overseas business unit, Hwang Jung Ho, said in a statement. "We plan to broaden the opportunities for experiencing soju in Europe, particularly in the U.K., and carry out various marketing activities."

Meanwhile, Korea IT Times reported that Hite Jinro officially sponsors large-scale music festivals in the U.K. It will support the “ALL POINT EAST FESTIVAL (APEF)” held at Victoria Park, London, from Aug. 18 to 27. The soju maker will be sponsoring the event for the entire duration of 10 days.

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