HiteJinro Expands JINRO’s U.S. Presence With Korean Chicken-and-Soju Marketing

HiteJinro is ramping up its strategy to boost JINRO's footprint in the United States by pairing the brand with Korean fried chicken and a popular fermented rice spirit called soju, known as "chimaek." The company took part as the title sponsor of the JINRO Chimaek Fest, a three-day event held from August 14 to 16 at Great Park Live in Irvine, California.

About 30,000 attendees turned out, marking a 50% jump from the previous year's roughly 20,000 visitors. HiteJinro was the only liquor company to return for the second year in a row. The festival aimed to introduce Korean food, culture, and beauty to American consumers. This year, other participants included Pelicana, Kyochon F&B, Nongshim, and Dongwon F&B.

HiteJinro stepped up its game at the festival with a larger booth, featuring Chamisul Fresh, a line of fruit-flavored soju offerings, and Terra beer. Visitors had the chance to taste and buy these products, with a limited selection of JINRO's signature toad-shaped glasses available for purchase. The company also unveiled a soju-and-beer "somaek" tower, designed to give consumers a hands-on experience with Korean drinking culture.

Activities included guessing the flavors of fruit-infused soju, ring toss games, beer pong with a soju twist, and a "somaek certification" challenge. Food pairing sessions showcased the combination of Korean fried chicken and fruit-flavored soju, highlighting the chimaek concept.

The surge in JINRO's U.S. market presence is further fueled by the increasing demand for fruit-flavored soju. HiteJinro's exports of these products to the U.S. have grown at an average annual rate of approximately 25% from 2020 to 2025. The company is aiming to attract a wider consumer base beyond the Korean-American community, using fruit-flavored soju and localized experiences to introduce the category to American consumers.