HiteJinro Co is continuing to focus globally for its namesake soju, launching limited packaging for one of Jinro’s flavour extensions in all of the brand’s markets.
Jinro’s Green Grape variant will feature the brand’s toad mascot “in alignment” with the K-Pop music style, the Korean company said this week. At the same time, the two limited-edition labels will be joined by bottle caps, each with a different letter of the alphabet on the underside, designed for consumers to create personalised messages to share on social media.
The packs go on sale this month, backed by promotional merchandise including a toad figurine and a bottle-shaped microphone.
Hite Jinro said it had selected Green Grape for the campaign as it is Jinro’s “top-selling fruit liqueur in international markets”.
“The ‘K-Pop Star Toad’ limited edition was developed to tap into the globally beloved K-Pop phenomenon, aligning with our commitment to expanding the Jinro brand in the global mainstream,” said HiteJinro’s head of overseas business, Jung-ho Hwang. “Through the synergy of K-culture and our signature toad mascot, we aim to enhance Jinro’s brand competitiveness and elevate its presence worldwide.
“Moving forward, we will continue to introduce diverse initiatives that build on our heritage and make Jinro a familiar favourite for consumers around the world.”
Last month, HiteJinro recruited V, a member of Korean pop group BTS, as a global ambassador for the soju. The announcement was followed three weeks later by the unveiling of an ad fronted by the singer that is running on Jinro’s Facebook, Instagram and YouTube channels.
