South Korean liquor maker HiteJinro said it took part in “2026 Round in the Philippines,” a cultural exchange festival between South Korea and the Association of Southeast Asian Nations held in Manila, promoting its brands to younger local consumers.
The company set up a tasting booth inside the Araneta Coliseum, featuring its flagship soju brand Chamisul and five fruit liqueur products. It also ran a pop-up store at a nearby shopping mall with hands-on promotions.
HiteJinro established its Philippine unit in 2019 and has been working to expand the market through collaborations with local brands. Distribution sales volume in the Philippines in January-March rose about 23% from a year earlier, it said. The company said it plans to keep using music and cultural events for locally focused marketing as it seeks to raise brand awareness across Southeast Asia.
* This article has been translated by AI.
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