HiteJinro announced on June 30 that it participated in the “Taste of London 2025,” the UK’s largest gastronomic festival, to strengthen its connections with local consumers and accelerate its expansion into the European market.
The “Taste of London” festival, held annually in Regent’s Park in central London, took place over five days from June 18 to 22 this year. The event showcased renowned London restaurants, international cuisines, cooking demonstrations by Michelin-starred chefs, and various beverage brands, attracting over 50,000 visitors.
HiteJinro operated an exclusive booth called the “Jinro Discovery Bar,” where it conducted lively marketing activities. Visitors participated in Toad character tattoo and prize events, experienced signature Jinro cocktails prepared by world-class bartender Tai Viswas, and purchased limited-edition T-shirts and goods in collaboration with British illustrator Jessica Lee. Additionally, flyers guiding visitors to nearby Jinro retail points were distributed at the event.
The “Jinro Discovery Bar” was bustling with over 10,000 visitors during the festival and drew significant attention among local consumers and influencers as a “new beverage trend.” The booth was also recognized as one of the “Best Newcomer” at the event.
HiteJinro’s overseas business director, Jeongho Hwang, stated, “In Europe, where consumers with diverse tastes coexist, differentiated tasting events and consumer engagement marketing are essential,” and added, “We will strengthen local distribution channels and actively promote Jinro, aiming to increase brand awareness and market penetration across the continent.”
