HiteJinro announced on the 25th that it participated as the exclusive brand partner at the 'Squid Game Season 3 New York Fan Event' held at Domino Park in New York, USA, on the 20th (local time) and operated a JINRO booth.
According to HiteJinro, the event featured about 1,000 selected fans and global influencers who experienced games from Squid Game and participated in a program to determine an actual winner. Squid Game Season 3 is set to be released globally on Netflix on the 27th. Key personnel, including the director of the production, attended the event to have a special meeting with fans and boost anticipation for the series.
HiteJinro, the only alcoholic beverage brand participating in the event, enhanced the atmosphere on-site by conducting brand experience-centered marketing activities through its exclusive booth. At the booth, global consumers could sample various JINRO products, including the new 'Lemon Aesle' fruit liqueurs and the 'Chamisul X Squid Game' edition, and enjoy experiencing Korean drinking culture through demonstrations of So-maek drinking methods and a So-maek tower.
Participants in mini-games were given various merchandise, including Chamisul microphones and eco bags, while all booth visitors received special gift kits that included limited-edition Squid Game dedicated glasses and Younghee game machines. Notably, interviews with influencers and social media content spread in real-time, contributing to raising brand awareness and preference for JINRO and expanding interaction with global consumers.
Hwang Jeong-ho, executive director of the overseas business department at HiteJinro, said, "It is very meaningful to communicate with global consumers through collaboration with content that the whole world is paying attention to," adding, "We will continue to expand opportunities for consumers to have a friendly experience with JINRO through various experiential marketing activities and promote the global popularization of the brand."