HiteJinro is finally unveiling the further-refreshed ‘All-New Jinro’. To strengthen the youthful and trendy image of the popular soju Jinro, it has completely revamped the package design.

According to HiteJinro on the 6th, this renewal is part of the ‘All-New Jinro’ project, following a change to the liquid in February and now replacing the package design as well.

The new package design retains the sky-blue bottle and blue label unique to Jinro while emphasizing the friendly image of the toad character. In addition, the previous toad symbol has been rendered as a 3D character and applied to the product label, and the previous Chinese-character logo has been changed to a modern Hangul typeface.

Alongside the renewal, HiteJinro will run a campaign under the concept of ‘Jinro that pairs well with every food in the world’ to boost brand loyalty. Created in collaboration with Chef Choi Kang-rok, winner of the Netflix cooking show <Culinary Class Wars 2>, the campaign can be found on digital channels such as YouTube and Instagram.

On university campuses nationwide and in major commercial districts, on-site promotions will be conducted. Reflecting the lucky-amulet merchandise trend that has recently become popular among the MZ generation, the company has also prepared an event to produce and give away ‘Toad Amulet Keyring’ merchandise.

All-New Jinro with the renewed package will be available sequentially from this month at general restaurants and bars nationwide, as well as marts and convenience stores.

A HiteJinro official said, “We expect the ‘All-New Jinro’, completed with a cleaner taste and design, to inject new vitality into the domestic soju market” and “As Jinro has established itself as a popular soju brand among the MZ generation, we will continue to carry out differentiated marketing activities going forward”.

Since its 2019 launch, Jinro has captivated consumers with its clean taste and toad character marketing, surpassing cumulative sales of 2.6 billion bottles as of February and selling 12 bottles per second, and is gaining recognition alongside Chamisul as a leading soju brand.