[Edaily Reporter SIN SOO-JUNG ] HITEJINRO(000080)is launching a limited-edition version of its new low-calorie soju product, Jinro Light, targeting the summer season.

HITEJINRO announced on the 1st that it will begin rolling out “Jinro Light”—which has 25% fewer calories than the original Jinro—to major distribution channels, including restaurants, bars, and large supermarkets, starting on the 6th.

Jinro Light is a 360-ml bottled product based on a “zero-sugar” concept. It has an alcohol content of 11.7%. HITEJINRO explained that it developed the product to meet consumer demand for lighter drinking options with fewer calories.

The packaging features a toad character spinning a hula hoop. The bottle cap is designed in a two-tone color scheme that matches the hula hoop’s colors.

Along with the product launch, HITEJINRO plans to conduct online and offline marketing campaigns using social media (SNS) content and merchandise. The company aims to increase engagement with young consumers through items such as hula hoop keychains and keycap keychains.

A representative from HITEJINRO’s Marketing Department stated, “As Korea’s leading comprehensive beverage company, we are introducing Jinro Light to reflect market trends and consumer needs in our products,” adding, “We expect it to invigorate the summer market with its low-calorie content and exceptionally smooth finish.”