HiteJinro Hosts Korean Heritage Night with LA Dodgers
HiteJinro has wrapped up its “Korean Heritage Night” event in partnership with Major League Baseball’s Los Angeles Dodgers, the company said Tuesday.The event was held on Aug. 13 at Dodger Stadium during the Dodgers’ game against the Milwaukee Brewers. HiteJinro hosted on-site activities for around
HiteJinro concluded its "Korean Heritage Night" event in collaboration with the Los Angeles Dodgers, the company announced on Tuesday. The occasion took place on August 13 at Dodger Stadium during a match against the Milwaukee Brewers. Around 50,000 spectators participated in on-site activities that showcased JINRO brand and Korean culture.
The annual "Korean Heritage Night" has been organized by the Los Angeles Dodgers since 2016 to bolster connections with the Korean American community and introduce Korean culture to local fans. A ceremonial first pitch was tossed by a pitcher adorned as HiteJinro's iconic character, the "Toad," wearing a K-pop-inspired costume. At the promotional stand, attendees could sample fruit soju and receive discount coupons for the JINRO BAR.
Exclusive Dodgers and HiteJinro collaboration merchandise, such as fans and key rings, were also distributed. This partnership between HiteJinro and the Los Angeles Dodgers has endured for 15 years, marking the first instance of an Asian alcohol company teaming up with an MLB club in 2012. Hwang Jung-ho, executive vice president of HiteJinro's overseas business division, expressed their intention to broaden JINRO's appeal in the U.S. market through various marketing strategies that link sports with K-culture.
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