World's No.1 soju brand JINRO launches limited-edition K-POP Star Toad Green Grape globally, with collectible packaging and a bottle-cap message challenge to drive international sales.
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JINRO, the world's top-selling soju brand, is betting on K-POP fever to drive international sales. The HiteJinro unit launched a limited-edition 'K-POP Star Toad' Green Grape soju, featuring its iconic Toad mascot reimagined as a K-POP artist in Green and Pink colorways. The 13% ABV fruit liqueur, already the brand's best-selling flavored soju abroad, now carries collectible packaging designed to stand out on shelves.
To boost engagement, JINRO is running a 'Message Challenge' promotion across global markets. Alphabet letters printed under bottle caps let consumers collect caps, arrange personal messages, and share them on social media. Two exclusive promotional items – a 'K-POP Star Toad' figurine and a bottle-shaped microphone – add further collectibility.
"The limited edition was developed to tap into the globally beloved K-POP phenomenon," said Jung-ho Hwang, Head of Overseas Business at HiteJinro. "Through the synergy of K-culture and our signature Toad mascot, we aim to enhance JINRO's brand competitiveness worldwide." The campaign rolls out as JINRO, first introduced in 1924, continues pushing beyond its core Korean market with flavored soju variants including Peach, Strawberry, and Grapefruit alongside its flagship CHAMISUL line.
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