Hite Jinro Makes Debut at Japan's EDM Festival Targeting Young Consumers

Hite Jinro is expanding its local marketing efforts aimed at young consumers in Japan.
 
The company announced on September 22 that it participated for the first time in the electronic dance music (EDM) festival 'Ultra Japan 2026,' held on September 19-20 at Ultra Park in Odaiba, Tokyo. According to the company, this marks the first time a domestic liquor company has taken part in the event.
 
Ultra Japan is the Japanese edition of the 'Ultra Music Festival,' which began in Miami, USA, in 1999. This year marks its 11th iteration. The festival featured renowned DJs such as Zedd, Afrojack, Alesso, Alan Walker, and Peggy Gou.
 
Hite Jinro set up a booth for its Jinro brand at the event, selling ready-to-drink (RTD) products made with Chamisul fruit soju. The products were crafted to meet the alcohol content standards for beverage sales at the venue, combining fruit soju with carbonated water to create grape, lemon, and melon-flavored options. They also introduced a mix of Chamisul and the energy drink Red Bull.
 
The products were sold in 360ml containers. Customers who purchased two or more drinks received a complimentary strap. Hite Jinro's strategy is to broaden the reach of the Jinro brand by allowing consumers to taste the products directly at events where young people gather, such as music festivals.
 
Notably, this event featured the RTD format, which is more familiar to local consumers than the traditional method of drinking fruit soju from the bottle. Hite Jinro is expanding its product and marketing strategies to align with consumption habits and liquor trends in various countries, including Japan.
 
Following the launch of its export-exclusive fruit soju 'Lemon Aesul' last year, Hite Jinro has diversified its export product lineup, including the introduction of a 25-degree product called 'Classic Jinro' aimed at the Japanese market.
 
Hwang Jeong-ho, Executive Director of Hite Jinro's Overseas Business Division, stated, "We will continue to implement various marketing activities that provide local consumers with new experiences, further strengthening Jinro's presence worldwide."