HiteJinro’s Filite posts record 2025 shipments
HiteJinro said Tuesday that 2025 annual shipments of Filite, the top brand in South Korea’s malt-based sparkling beer category, reached about 340 million cans (based on 350 milliliters), the highest on record. Cumulative sales totaled 2.66 billion cans, nearing 2.7 billion.
According to Nielsen Korea data through December 2025, Filite kept its No. 1 position, widening its lead over the No. 2 brand by more than fourfold. It ranked first in sales across all major retail channels, including neighborhood supermarkets, convenience stores and big-box retailers.
HiteJinro attributed the performance to steady sales of its flagship Filite Fresh and the April launch of Filite Clear. The company said Filite Double Cut, released as a limited run in December, was nearing an early sellout, with consumers asking for a relaunch.
Filite Clear uses the company’s “Super Clear” process to deliver a cleaner taste, HiteJinro said. Filite Double Cut is positioned as a functional sparkling beer, with purines reduced by 90% and calories cut by 33% compared with existing products.
Amid high inflation, HiteJinro said it lowered prices on some products to ease consumer 부담. In September, it applied price cuts to key Filite Clear items, and it also set a lower factory price for Filite Double Cut to improve affordability.
A HiteJinro official said Filite has focused on developing products that reflect diverse consumer needs while working to help stabilize everyday prices. The official said the company plans to expand social contributions in 2026, including support for jjokbangchon neighborhoods and Lunar New Year sharing events.
Cass named No. 1 beer brand in Korea’s Brand Hall of Fame for seventh straight year
OB Beer said Tuesday that Cass was selected No. 1 in the beer category at the “2026 Korea Brand Hall of Fame” awards for the seventh consecutive year.
The awards are organized by the Institute for Industrial Policy Studies and sponsored by the Ministry of Trade, Industry and Energy. Winners are chosen by evaluating business performance, brand value and customer satisfaction, among other factors. OB Beer said Cass was recognized for ongoing product innovation and efforts to strengthen consumer engagement, particularly through sports and festival events.
Cass has continued brand updates to match shifting consumer trends. Last year, it rolled out a new design across its lineup emphasizing a “fresh” image and introduced differentiated products including nonalcoholic Cass All Zero, Cass Lemon Squeeze 7.0 and Cass Ice.
The brand has also expanded consumer experiences through activities tied to sports and culture, including the large-scale music festival CassCool and marketing supporting South Korea’s national soccer team. OB Beer said Cass plans to participate as an official partner of the Milan-Cortina d’Ampezzo Winter Olympics and the North America World Cup in 2026.
Seo Hye Yeon, OB Beer’s marketing vice president, said the seven-year streak reflects continued consumer support. “We will continue product innovation and consumer experience-focused activities,” she said.
Nongshim’s Shin Ramyun appears on ABC’s ‘Jimmy Kimmel Live!’
Nongshim said Tuesday that Shin Ramyun appeared on ABC’s late-night talk show “Jimmy Kimmel Live!” in an episode that aired Monday (local time).
The product was shown naturally as a prop in a short skit segment. Cast member Guillermo Rodriguez is depicted eating Shin Ramyun during a tiring day and then regaining energy, in a comedic scene.
After the broadcast, viewers posted positive comments on the show’s official YouTube video, including, “It’s a fresh combination of Shin Ramyun and ‘Jimmy Kimmel Live!’” and “Seeing Shin Ramyun late at night makes me want to eat it right now.”
Industry observers said the appearance suggests Shin Ramyun has moved deeper into mainstream U.S. pop culture. Nongshim has stepped up local marketing, including digital ads tied to its collaboration with K-pop Demon Hunters, outdoor advertising in New York’s Times Square and offline campaigns. Analysts said those efforts helped lead to exposure on a major U.S. broadcast program.
A Nongshim official said Shin Ramyun’s appearance on a major U.S. TV program shows it has become an icon representing K-food, beyond being a simple food product. The official said the company will continue using varied content to deliver the value of its global slogan, “Spicy Happiness In Noodles,” to consumers worldwide.
“Jimmy Kimmel Live!” first aired in 2003 and has remained a leading U.S. late-night talk show for more than 20 years, the company noted. It is known as a must-stop program for U.S. presidents as well as Hollywood actors and singers, and it has strong influence among adult viewers in their 20s to 40s.
Sangha Farm rolls out Lunar New Year gift sets
Maeil Dairies said Tuesday that Sangha Farm, a rural-experience theme park, has launched gift sets for the Lunar New Year holiday. Sangha Farm is an affiliate of Maeil Dairies and is located in Gochang County, North Jeolla Special Self-Governing Province.
The sets feature signature items from Sangha Farm workshops, including fermented foods, ham, cheese, sesame oil, castella and fruit, along with new fermented products, premium ingredients and seasonal winter produce. The company said the lineup emphasizes practicality for use during the holiday and afterward.
The “all-purpose cooking master” set includes naturally fermented products designed to add deep savory flavor and can be used in stir-fries, braises and seasoned dishes. Other offerings include a premium ham workshop set made with handmade ham and sausages using antibiotic-free domestic pork, and a ham-and-cheese set that adds cheese made from Grade 1A milk. The lineup also includes a sesame oil and perilla oil set made with cold-press extraction and a castella set baked fresh daily.
Sangha Farm also released a Jirisan fermented black dried persimmon set developed with Chef Yang Jae Jung and a mullet roe set made using natural drying. The company positioned both as premium gifts made with time and craftsmanship.
A Sangha Farm official said the gift sets were planned to reflect workshop artisans’ philosophy and the time required for natural production, combining new products, premium ingredients and seasonal produce.
Sangha Farm’s 2026 Lunar New Year gift sets will be sold for a limited time during the holiday season, with details available on its official website.
* This article has been translated by AI.
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