HiteJinro announced on June 12 that it successfully operated a 'Jinro Popup Store' in Paris for two weeks, drawing significant local interest.
The company opened the popup from May 24 to June 7 in the heart of Paris to communicate the brand identity and charm of Jinro (JINRO), a leading Korean soju brand. The goal was to enhance brand affinity through product experiences and direct engagement with French consumers.
The event was themed 'Jinro Garden,' inspired by the plant symbolism of Jinro's green bottles and the historic gardens of Versailles, creating an immersive space that combined traditional Korean elements with French aesthetics.
Visitors could participate in brand experiences, purchase products, and enjoy tastings. A notable highlight was an event where consumers could have their chosen phrases handwritten onto traditional Korean fans, drawing enthusiastic participation.
Located just one minute on foot from the Louvre Museum, the event attracted approximately 8,000 local visitors who engaged with Jinro's brand experience programs.
HiteJinro is actively accelerating the popularization of Jinro in France, the birthplace of wine. Since 2020, the company's exports of Korean soju to France have grown by an average of over 70% annually. The expansion of distribution channels, including entering major retail chains like Carrefour in February of last year—beyond traditional Korean restaurants—has played a key role.
The rising demand for fruit soju, which has an alcohol content similar to wine, and targeted marketing strategies appealing to younger generations are believed to have contributed to increased consumer engagement.
Jung Ho Hwang, President of HiteJinro’s Overseas Business Division, stated, "The Jinro Popup Store effectively conveyed both brand emotion and product experience. We will continue to strengthen marketing activities that bring fun and joy to overseas consumers and expand our direct engagement with customers in various countries to establish Jinro as a leading global mainstream liquor brand."
Earlier, HiteJinro also operated a 'Jinro Theme Store' in Hong Kong’s busy Causeway Bay for 20 months, which received positive feedback from visitors.
