Hite Jinro CEO Attributes BLACKPINK ROSÉ’s “APT” to Soju’s Surge in Global Popularity
During a recent press conference, Kim In-gyu, CEO of Hite Jinro, addressed the notable connection between the global success of Jinro Soju and BLACKPINK Rosé’s track, "APT." According to a report by Panpoint News from May 27, Kim pointed out that the song has significantly contributed to Jinro Soju’s visibility in international markets, particularly among younger consumers worldwide.
Kim emphasized that "APT" has become synonymous with Korean nightlife and drinking culture, enhancing soju’s appeal in the fast-expanding global beverage scene. He believes this association is crucial as the company aims to position Jinro not just as a drink, but as a symbol of a lifestyle rooted in the Korean Wave, or Hallyu.
The CEO further elaborated on the company’s strategic plans, revealing that Jinro is focusing on expanding its footprint in Southeast Asia. He highlighted the successful entry into the Philippine market as a key milestone in this endeavor.
Kim reiterated the vision for Jinro, aiming to solidify its status as a lasting representation of Korean culture across the globe. The intention is to weave soju deeper into the fabric of everyday life, making it more than just a beverage but a vital part of the cultural experience.
In summary, the impact of "APT" on Jinro Soju’s international growth is clear, setting the stage for continued success as the company works to penetrate new markets and establish soju’s cultural significance on a global scale.
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