[Edaily Reporter kim mi-kyung ] HITEJINRO is set to target the global soju market with a limited-edition version of its Jinro “Toad” soju featuring a K-pop concept.

HITEJINRO(000080)The company announced on the 25th that it is launching a limited-edition product featuring the “K-POP Star Toad” label as part of its strategy to popularize the global soju brand JINRO. This limited edition will be available exclusively for the summer on “Green Grape Aisul,” a fruit liqueur product intended for export.

The “K-POP Star Toad” limited edition is a project that expands the universe of HITEJINRO’s signature mascot, the toad. The company explained that it was planned to strengthen the mass appeal and trendy image of Jinro, a leading K-liquor brand, amid growing global interest in K-culture.

The label design features the Toad character, reminiscent of an artist on stage, and will be produced in two versions: green and pink. Through this, HITEJINRO plans to provide global consumers with a unique brand experience exclusive to Jinro.

The product will be sold in limited quantities starting at the end of this month and throughout the summer peak season in 21 countries worldwide, including major markets such as the U.S., Japan, and China.

To commemorate the launch, a global consumer participation promotion will also be held. It is the “Message Challenge” event, where participants create their own messages using the letters (A–Z) printed on the inside of the bottle caps. Additionally, related merchandise, such as “K-POP Star Toad” figurines and two types of limited-edition bottle microphones, will be unveiled.

Hwang Jeong-ho, Executive Vice President of HITEJINRO’s Overseas Business Division, said, “This limited edition was planned to reflect the globally beloved K-POP trend, in line with our vision of ‘popularizing Jinro.’” He added, “Through the synergy between K-POP and the Toad character, we will further strengthen Jinro’s popularity and global competitiveness.”