Toyota’s Surprise CEO Change Signals Strategic Shift Amid Global Auto Turmoil 
Weight-Loss Drug Ads Take Over the Super Bowl as Pharma Embraces Direct-to-Consumer Marketing 
UK Starting Salaries See Strongest Growth in 18 Months as Hiring Sentiment Improves 
Bank of Japan Signals Readiness for Near-Term Rate Hike as Inflation Nears Target 
Vietnam’s Trade Surplus With US Jumps as Exports Surge and China Imports Hit Record 
India–U.S. Interim Trade Pact Cuts Auto Tariffs but Leaves Tesla Out 
Trump Backs Nexstar–Tegna Merger Amid Shifting U.S. Media Landscape 
TrumpRx Website Launches to Offer Discounted Prescription Drugs for Cash-Paying Americans 
SpaceX Prioritizes Moon Mission Before Mars as Starship Development Accelerates 
Washington Post Publisher Will Lewis Steps Down After Layoffs 
Hims & Hers Halts Compounded Semaglutide Pill After FDA Warning 
Nvidia, ByteDance, and the U.S.-China AI Chip Standoff Over H200 Exports 
Samsung Electronics Shares Jump on HBM4 Mass Production Report 
Sony Q3 Profit Jumps on Gaming and Image Sensors, Full-Year Outlook Raised 
Dow Hits 50,000 as U.S. Stocks Stage Strong Rebound Amid AI Volatility 
Oil Prices Slip as U.S.-Iran Talks Ease Middle East Tensions 
SpaceX Pivots Toward Moon City as Musk Reframes Long-Term Space Vision 
Hite Jinro Co., the leading soju brand and liquor company in South Korea, expanded overseas, and its popularity is growing steadily. The brand is becoming more well-known due to the unstoppable spread of K-pop all over the world.
In fact, on Tuesday, Aug. 22, Hite Jinro said that its sales of soju in the United Kingdom are still increasing. The company said that the sales in the region are showing consistent growth every year. With this development, the soju maker wants to further broaden its reach in the European market.
As per The Korea Economic Daily, Hite Jinro is planning to promote Korean soju further in the European market. The company will start this promotion in the U.K. and then gradually spread into other territories.
The firm shared that its exports of soju in the U.K. reached an average annual growth rate of around 42% in the last four years. To be more specific, the export volume in the first half of this year alone increased by 43% compared to the volume within the same period in 2022. This shows that sales have grown by 63% since 2021.
"The European market, which used to be centered around Korean expats and travelers, is experiencing rapid growth in soju sales as it expands toward local consumers," Hite Jinro’s managing director of overseas business unit, Hwang Jung Ho, said in a statement. "We plan to broaden the opportunities for experiencing soju in Europe, particularly in the U.K., and carry out various marketing activities."
Meanwhile, Korea IT Times reported that Hite Jinro officially sponsors large-scale music festivals in the U.K. It will support the “ALL POINT EAST FESTIVAL (APEF)” held at Victoria Park, London, from Aug. 18 to 27. The soju maker will be sponsoring the event for the entire duration of 10 days.
Photo by: Samia Liamani/Unsplash
