South Korea’s soju has a cultural and historical significance that extends beyond its role as a trope in K-dramas.
The mini-museum shows the brand's place in Korea’s drinking culture, as well as the rich heritage and tradition that go into every bottle. It also showcases the evolution of the product, from appearance, alcohol content to target market .
Some interesting facts we learned so far: The colorless distilled spirit was first made in Korea by distilling alcohol from grains during the 13th century. In the 1920s, that changed with the adoption of technology. Soju is now made using distilled barley, sweet potato, tapioca, sugar cane mixed with water and additives.
But apart from appearance, JINRO soju also evolved in alcohol content and consumer base. Initially, the soju had a high 25-percent alcohol by volume and was marketed towards men. Over time, the ABV was lowered to appeal to a broader audience. The brand’s efforts to shed its male-oriented hard liquor image was evident through the use of female celebrity endorsers starting in 1998.
In the Philippines, the statistics reveal Filipinos love soju. According to Hwang Jung Ho, managing director of HITEJINRO Overseas Business, based on Euromonitor, Filipinos consumed an estimated 7,545,000 liters of soju, equivalent to 21 million bottles. “In the midst of the global Hallyu wave, soju is readily recognizable and accessible. I believe that the charm of soju lies not only in its taste but also in the fact that it allows consumers to embrace Korean culture while enjoying it.”
“When characters in content are seen enjoying soju, it often prompts viewers to seek out soju, making them feel a connection to Korean culture when they drink it. This, I believe, has contributed to the popularity of soju.” “As a result, there was a growing tendency to select female models who could convey the image of nature-friendliness as part of our adjusted marketing strategy. Additionally, as we expanded into international markets, we also established criteria for selecting models that resonated with overseas consumers on this nature-oriented image.”
“A helpful tip when choosing JINRO products is to look for the frog mascot on the soju bottle label, which should make it easy to quickly distinguish JINRO from other brands,” Hwang added.
Philippines Latest News, Philippines Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
South Korea military says assists stranded North Korean vesselA South Korean patrol boat on Sunday assisted on 'humanitarian grounds' a North Korean vessel stranded near the countries' maritime border for 10 days, Seoul's military said.
Read more »
US, South Korean warplanes kick off joint air drillsThe drills are aimed at improving interoperability between the two militaries by performing major air missions such as air-to-surface live fire drills, defensive counter air operations and other emergency training
Read more »
Korean actress Cha Chung-hwa of ‘Crash Landing on You,’ ‘Mr. Queen’ gets marriedKorean actress Cha Chung-hwa emerged as a beautiful bride as she got married to her non-celebrity boyfriend on Oct. 27.
Read more »
Korean-American singer Eric Nam gets threats, cancels show after liking Israel-Hamas war postKorean-American singer Eric Nam said he received threats after liking a post related to the Israel-Hamas war.
Read more »
Kolisi inspires South Africa to a place in history with a fourth Rugby World Cup titlePARIS — Siya Kolisi clutched the Webb Ellis Cup tightly then raised it high after helping South Africa make Rugby World Cup history with a fourth title, earning himself a place among the greats as only the second captain to win it back-to-back.
Read more »
Globe, Nokia deploy state-of-the-art sustainable antenna in South CotabatoDefining the News
Read more »