During a recent press conference, Kim In-gyu, the CEO of Hite Jinro, discussed how BLACKPINK Rosé’s track "APT" has significantly influenced the success of Jinro Soju. Highlighting its importance in promoting the brand, Kim pointed out that the song has helped boost the company’s international profile, particularly among younger audiences.
According to Panpoint News, this track is closely tied to the Korean nightlife and drinking culture, giving soju a trendy edge in the expanding global beverage market. It has really changed how young people around the world view the drink.
In addition to the music’s impact, Kim also shared insights into the company’s growth strategies, especially the expansion into Southeast Asia. He specifically mentioned the positive reception Jinro has received in the Philippine market as a key example of their success.
The CEO expressed that the goal for Jinro is not just to sell a beverage but to embed it into the global Hallyu experience, making soju a lasting symbol of Korean culture worldwide. "Jinro" is being positioned not only as a drink but as a lifestyle product, aiming to resonate even more deeply with consumers across various cultures.
