Hite Jinro advertises on American television
Soju producer Hite Jinro's first U.S. commercials will air on major sports channels — the first international commercial for Korea's alcoholic beverage giant.
Using the slogan, "The world's best-selling spirit," Jinro will air two commercials on NBC Sports and ESPN for New York and Los Angeles audiences for the next five months. Its target viewers are customers who watch sports in local bars.
The company hopes to raise international brand awareness and boost sales of businesses owned by Koreans overseas.
Hite Jinro exports 25 products to more than 80 countries around the world, including China, Japan and the United States. The company has been trying to penetrate the U.S. market since 2016, partnering with local distributors and the LA Dodgers baseball team.
Hite Jinro is the No.1 player in the local soju industry, with more than a 60 percent market share. The North American market for soju could reach $361.1 million by 2026, according to Verified Market Research.
BY KANG JAE-EUN [firstname.lastname@example.org]