BTS member Jin's investment in the beverage brand IGIN is making waves as the company introduces its first non-alcoholic highballs in Taiwan. The brand aims to expand its market by offering products that allow consumers to enjoy taste and ambiance without alcohol, catering to the local culture of light drinking.
According to the beverage industry on November 10, Jin's company, Genius Lamp, will operate a pop-up store called 'IGIN Park in Taiwan' at the Shin Kong Mitsukoshi department store in Kaohsiung from November 17 to 23. The store will be open to visitors without any admission fee or prior reservation.
Genius Lamp is a beverage company co-invested by BTS's Jin and Baek Jong-won, CEO of The Born Korea. Jin has served as the global ambassador for IGIN since June 2022, supporting its expansion into international markets. The brand previously achieved initial sales success in Taiwan, selling out its first batch just three days after launching in July 2022.
The main products featured at the pop-up will be two non-alcoholic highballs: 'IGIN Apple Citrus' and 'IGIN Apple Peach.' These products, which were first introduced in South Korea, will be available for the first time in Taiwan. Additionally, existing products such as apple gin, sour tonic, sweet tonic, and pink tonic will also be showcased.
Taiwan has a developed culture of low-alcohol drinking known as 'weishin' (微醺), which translates to 'a pleasant light buzz.' This trend has gained popularity among young consumers, with products like Suntory's fruit-flavored low-alcohol beverages and local canned cocktails. IGIN plans to target this consumer preference for enjoying flavors and ambiance without intoxication.
Beyond product sales, the pop-up will also enhance brand experience through its character universe. IGIN's official character, 'Apuri,' transforms into various fruits and tells stories about finding happiness in everyday life. The pop-up store will be designed to appeal to consumers aged 20 and older who appreciate illustrations and characters.
Limited edition goods that incorporate traditional Taiwanese patterns, such as canvas pouches and transparent multi-cases, will also be available. The design will reflect local consumer tastes while utilizing the space concept from the previously launched 'IGIN Park' in Japan.
Genius Lamp will also unveil limited quantities of products from its other brand, 'On the Lamp.' The local official distributor will manage the pop-up operations.
A representative from Genius Lamp stated, "Taiwanese consumers are already accustomed to a culture of enjoying light and pleasant drinks. We see the next step as filling the enjoyment without alcohol, and we chose to introduce the two non-alcoholic varieties of IGIN as the stars of this pop-up in Taiwan."
* This article has been translated by AI.
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