Lotte Chilsung Beverage is rolling out a 20th-anniversary edition of its Chum Churum soju, reviving the brand’s original 2006 look as it seeks to strengthen its position in the market.
The company said Tuesday the redesigned bottle applies the launch-era design to reinforce the brand’s heritage and to revisit the meaning of “first,” reflected in the product name.
The updated label brings back early visual elements such as a young bird and a sprout. It also depicts the key ingredient — bedrock water sourced from the foothills of Daegwallyeong — as a water droplet, underscoring the brand’s identity as a “smooth soju.”
A neck label reading “20th ANNIVERSARY” has been added, and the front displays a 16% alcohol-by-volume mark.
Lotte Chilsung lowered Chum Churum’s alcohol content to 16% from 16.5% in July last year, a 0.5 percentage-point cut, as consumers increasingly seek smoother soju. The company said it was the first change in more than four years since an earlier reduction in 2021. The product uses 100% bedrock water, adds rice-distilled spirits and blends in allulose, a natural sweetener.
The company said its hands-on marketing highlighting “100% bedrock water” has also performed strongly. The Chum Churum Brand Experience Center at its Gangneung plant has drawn more than 35,000 cumulative visitors since opening in April 2023.
As word spread, programs such as making personalized glasses and mixing soju cocktails have gained popularity, a company official said.
A Lotte Chilsung official said the company will continue aggressive marketing to promote the differentiated smoothness made with 100% bedrock water from Daegwallyeong.
The company said Tuesday the redesigned bottle applies the launch-era design to reinforce the brand’s heritage and to revisit the meaning of “first,” reflected in the product name.
The updated label brings back early visual elements such as a young bird and a sprout. It also depicts the key ingredient — bedrock water sourced from the foothills of Daegwallyeong — as a water droplet, underscoring the brand’s identity as a “smooth soju.”
A neck label reading “20th ANNIVERSARY” has been added, and the front displays a 16% alcohol-by-volume mark.
Lotte Chilsung lowered Chum Churum’s alcohol content to 16% from 16.5% in July last year, a 0.5 percentage-point cut, as consumers increasingly seek smoother soju. The company said it was the first change in more than four years since an earlier reduction in 2021. The product uses 100% bedrock water, adds rice-distilled spirits and blends in allulose, a natural sweetener.
The company said its hands-on marketing highlighting “100% bedrock water” has also performed strongly. The Chum Churum Brand Experience Center at its Gangneung plant has drawn more than 35,000 cumulative visitors since opening in April 2023.
As word spread, programs such as making personalized glasses and mixing soju cocktails have gained popularity, a company official said.
A Lotte Chilsung official said the company will continue aggressive marketing to promote the differentiated smoothness made with 100% bedrock water from Daegwallyeong.
* This article has been translated by AI.
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