Hite Jinro enjoys nearly doubled growth of soju sales in China

2021.04.30 12:27:11

[Photo by Hite Jinro Co.]이미지 확대

[Photo by Hite Jinro Co.]

The world’s most consumed booze soju of Korean origin is gaining grounds fast in the world’s most populated country.

South Korea’s liquor maker Hite Jinro Co. reported that exports of soju including Chamisul and fruit-flavor variant to China jumped 83.8 percent on year in the first quarter, accelerating from 56 percent jump last year against 2019.

Hite Jinro expects it will exceed its annual sales target of 30 million bottles of soju this year.

The sales growth in China is led by growing popularity of fruit-flavored soju among younger Chinese who prefer lower alcohol content drinks to their traditional strong Kaoliang liquor.

[Photo by Hite Jinro Co.]이미지 확대

[Photo by Hite Jinro Co.]

Hite Jinro launched fruit-flavored soju like Jinro Grapefruit and Jinro Green Grape in 2016. Since then, the annual exports of fruit blends surged an average of 117 percent annually until 2020. Last year, fruit liquor accounted for 53 percent of soju exports, versus 14 percent in 2017.

Jinro soju is available in most discount and convenience stores as well as through online channels in China where online sale of alcohol is permitted. Sales through online channels had climbed 72 percent on average each year since 2017.

The company is waging viral marketing campaigns featuring Korean singer-actress IU on Chinese social media network Weibo and TV to appeal to more young Chinese consumers.

By Pulse

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