Hite Jinro will present Terra, brewed the same day at its Jeonju factory, at the '2026 Jeonju Beer Festival.'
On July 28, Hite Jinro announced its special sponsorship of the Jeonju Beer Festival, which will take place from August 6 to 8 at the Jeonbuk National University Sports Complex. The festival will run daily from 6 PM to 11 PM.
Now in its 12th year, the Jeonju Beer Festival celebrates the local 'gamak' culture, where residents enjoy simple snacks and beer from neighborhood shops. A key feature of the festival is the sale of beer supplied the same day from the Hite Jinro Jeonju factory. Ten local 'gamak' establishments and ten regular pubs will also participate.
This year, the festival will be held at the Jeonbuk National University Sports Complex for the first time, increasing seating capacity from 5,000 to 7,000.
Last year, the festival was relocated to Jeonju University Stadium due to the demolition of the previous venue, Jeonju Comprehensive Sports Complex. The move back to Jeonbuk National University aims to expand both the scale of the event and its connection to the surrounding commercial area.
At the festival, Hite Jinro will sell same-day brewed Terra and host a tasting event for its new product, 'Terra Sparkling.' The non-alcoholic 'Terra Zero' will also be available.
Outside the event venue, a separate sales booth will allow attendees to take home the same-day brewed Terra, which was previously only available for consumption on-site. The festival will also feature experience booths for So-Mak (a mix of soju and beer) certification, tattoo events, fireworks, a gamak concert, and a flash mob.
Hite Jinro is strengthening its ties with the local business community. In collaboration with the Jeonbuk National University Merchants Association, the company has designated about 60 cafes and restaurants around the venue as official partner establishments. Festival visitors will receive discounts or additional services at these locations.
A Hite Jinro representative stated, “As this is the first festival created in partnership with the Jeonbuk National University area, we have paid special attention to coexistence with the local community. We hope to bring joy to visitors with Terra while also invigorating the local economy.”
* This article has been translated by AI.
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