HiteJinro to Participate in Japan's Largest EDM Festival 'ULTRA JAPAN' for the First Time... "Expanding Touchpoints with Young Consumer Segment"

*This content was translated by AI.

HiteJinro announced on the 22nd that it participated in the world-renowned EDM music festival 'ULTRA JAPAN 2026' held in Tokyo, Japan.

HiteJinro became the first Korean liquor company to participate in this event, expanding brand touchpoints with young consumers in Japan. This move is part of its strategy to actively respond to changing liquor consumption trends centered on younger generations and strengthen local marketing for market expansion.

At this event, HiteJinro promoted the Jinro (JINRO) brand by linking it with music content preferred by young consumers and provided opportunities to experience fruit soju in a new way. The strategy aims to continuously expand touchpoints with Japanese consumers and strengthen the brand competitiveness of Jinro (JINRO).

'ULTRA JAPAN 2026' is the Japanese edition of 'ULTRA MUSIC FESTIVAL (UMF)', a world-famous EDM festival that originated in Miami, USA, in 1999. This year marks the 11th edition of the event, which was held from September 19 to 20 at Tokyo Odaiba Ultra Park (TOKYO ODAIBA ULTRA PARK). World-class DJs participated in this event, delivering spectacular performances.

HiteJinro operated a brand booth within the venue and showcased various RTD (Ready To Drink) products utilizing Chamisul fruit soju. In line with alcohol sales regulations at the event, Chamisul fruit soju was combined with carbonated water to create RTD products in flavors such as green grape, lemon, and melon. Products combining Chamisul and Red Bull were also presented. The products were served in 360ml cups, allowing festival attendees to enjoy them conveniently while listening to music. Additionally, an event was held where visitors who purchased two or more units received free strap promotional items, drawing interest and participation from booth visitors.

"Participating in ULTRA JAPAN (ULTRA JAPAN) for the first time this year allowed us to directly meet young Japanese consumers and promote the Jinro (JINRO) brand, which was meaningful," said Hwang Jeong-ho (EVP) of HiteJinro's Overseas Business Division. "Moving forward, we will continue to carry out diverse marketing activities that enable local consumers to have new experiences, further strengthening the global presence of Jinro (JINRO)."

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*This content was translated by AI.