[Edaily Reporter Shin Su-jeong] #HiteJinro has participated in Thailand’s leading beach music festival to strengthen its appeal to local consumers.

HiteJinro announced on the 16th that it participated as a sponsor in the Samet in Love Music Festival 2026, held on Koh Samet Island, Thailand, on the 6th. The event was organized to raise brand awareness of Jinro among Thailand’s youth and strengthen the image of K-alcohol.

The Saemet in Love Music Festival is a summer music festival featuring popular Thai artists and bands. This year’s event attracted approximately 14,000 attendees.

Hite Jinro operated a brand booth at the venue and provided local attendees with opportunities to sample its products. Five Jinro Bars were set up at the venue, showcasing four fruit liqueurs—Green Grape Aisul, Strawberry Aisul, Lemon Aisul, and Melon Aisul—as well as Chamiseul, Terra, and Isul TokTok.

All 24,000 products prepared by HiteJinro on the day of the event were sold out. The company explained that it confirmed interest in the Jinro brand, particularly among local young consumers.

A brand experience zone was also operated. HiteJinro installed a photo zone on the sandy beach featuring a JINRO logo structure and the Toad character. This was designed to allow visitors to naturally engage with the brand through photography.

HiteJinro is pursuing a strategy to popularize Jinro in Southeast Asian markets, including Thailand. This approach involves leveraging local festivals and events to expand consumer touchpoints and raise awareness of Korean alcoholic beverages, including soju.

Hwang Jeong-ho, Executive Vice President of HiteJinro’s Overseas Business Division, stated, “We are continuously expanding JINRO’s brand awareness in Southeast Asian markets, including Thailand, while strengthening communication with the MZ generation.” He added, “We will continue to solidify our position as a leading global soju brand through local consumer engagement activities.”