HiteJinro, a leading Korean beverage company, announced Thursday the launch of a special limited-edition summer version of its popular Chamisul Green Grape soju. This unique release will feature an exclusive “K-pop Star Dookkeobi” label, strategically designed to amplify the brand’s global appeal by leveraging the immense worldwide popularity of K-pop.
Chamisul Green Grape soju holds the distinction as HiteJinro’s top-selling fruit-flavored soju across international markets, making it an ideal choice for this special promotion.
This exciting launch is an integral part of HiteJinro’s broader strategy to expand the beloved Dookkeobi character universe. The vibrant new labels showcase HiteJinro’s iconic mascot, Dookkeobi, reimagined as a dynamic K-pop star. Available in two eye-catching designs – green and pink – these labels draw inspiration from the distinctive and energetic style of K-pop performers, appealing to fans globally.
These highly anticipated limited-edition Chamisul Green Grape soju bottles will be rolled out in 21 key overseas markets, including prominent regions like the US, Japan, and China. The rollout is scheduled to commence in late June and will continue throughout the peak summer season, ensuring availability for summer festivities.
To support the launch and engage consumers, HiteJinro plans an interactive social media campaign. This initiative will encourage fans to create personalized messages by combining letters found printed inside the bottle caps, fostering a sense of community and excitement around the brand.
Furthermore, the company will introduce exclusive limited-edition merchandise. This collection will include highly collectible K-pop Star Dookkeobi figurines and innovative bottle-shaped microphones, offering fans unique ways to celebrate their love for K-pop and HiteJinro.
“The K-pop Star Dookkeobi project perfectly encapsulates the global phenomenon of K-pop and aligns seamlessly with our overarching vision to establish Jinro as a universally recognized global brand,” stated Hwang Jung-ho, executive vice president and head of HiteJinro’s overseas business division.
He added, “We are committed to continuously strengthening Jinro’s global competitiveness by creatively fostering synergy between the vibrant world of K-pop and our distinctive Dookkeobi character.”
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