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HiteJinro soju booms in Cambodia
South Korea’s leading soju maker HiteJinro has seen sales in Cambodia increase by an average of 31% annually over the past five years.
HiteJinro is hoping to continue tapping into Gen Z and Millennial consumers in Cambodia with its range of spirits including Chamisul and Green Grape Soju.
The company, the biggest spirits brand in the world in 2023, is facing challenges in other global markets. The Korean soju market as a whole is expected to report stagnant sales over a five year period (2022-2027).
According to the 2023 Brand Champions report produced by the spirits business, Jinro soju saw a 3.5% dip in volumes to fewer than 100m cases in 2023 after surpassing the milestone for the first time the previous year.
However, Cambodia offers a bright future, with the company reporting a 31% increase in sales annually over the last five years.
HiteJinro relaunched its Jinro EDM Festival at Cambodia’s Bon Om Tuk water festival in 2024 after a four-year hiatus. The event debuted in 2017 and was held annually until 2020, when Covid-19 restrictions halted it.
According to The Korea Economic Daily, the three-day event, held over 14-16 November on Koh Pich Island in Phnom Penh, Cambodia’s capital, attracted 100,000 attendees.
HiteJinro products are also available in via retail channels in Cambodia including 18 AEON Mall stores, 52 DFI Lucky outlets, and 105 Seven-Eleven locations.
Cambodia is not the only bright spot for the Korean spirit. Soju is expected to see positive sales in one other market in particular — China. The spirit is expected to grow its volumes with a 6% increase in the country.
HiteJinro signed a deal in September to become the exclusive importer and distributor of US brand Tito’s Handmade Vodka in South Korea. The company, headquartered in Seoul, is also an importer and distributor in the country, with a portfolio including Silver Oak wine, Paulaner German beer, Kirin Ichiban Japanese beer, Cutty Sark and Glen Turner Scotch, Komos Tequila, and Hardy Cognac.
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