*This content was translated by AI.
HiteJinro announced on the 25th that it is launching a global consumer outreach campaign featuring a toad transformed into a K-POP (Korean pop) star.
As part of its strategy to popularize the soju brand Jinro globally, HiteJinro is releasing a limited-edition product featuring a 'K-POP Star Toad' label. This label will be applied to Dew of Green Grape, the No. 1 exported fruit liqueur, and will be available for a limited time during the summer season.
This limited-edition release is a project that expands the world of 'Toad,' HiteJinro's representative mascot, in line with the global K-POP craze.
A HiteJinro representative explained, "With growing interest in K-culture, we planned this to strengthen Jinro's mass appeal and trendy image."
The product label design features a toad character reinterpreted with a K-POP star concept. It will be produced in two versions — green and pink — and features flashy visuals reminiscent of artists performing on stage.
The 'K-POP Star Toad' limited-edition will be sold in 21 major global markets, including the United States, Japan, and China. Starting at the end of this month, it will be released sequentially by country in limited quantities throughout the peak summer season.
A consumer participation event will also be held to commemorate the launch. The company will run a 'Message Challenge' promotion using the alphabet printed on the inside of bottle caps. Consumers can combine the letters to create their own messages, share them on social media, and engage with the brand.
Limited-edition merchandise will also be released. HiteJinro plans to launch two types of 'K-POP Star Toad' figurines and limited-edition bottle microphones to add to the fun of collecting for global consumers.
Hwang Jeong-ho, Executive Vice President of HiteJinro's Overseas Business Division, stated, "This limited-edition release was planned to reflect the globally beloved K-POP trend in line with Jinro's vision of 'popularization.' Through the synergy between K-POP and the Toad character, we will further strengthen Jinro's mass appeal and global competitiveness."
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*This content was translated by AI.
