Hitejinro said on the 5th that IIlpum Jinro has been selected as the official partner of the Michelin Guide Seoul&Busan for the third consecutive year. Since becoming the world's first distilled spirits brand to sign a partnership with the Michelin Guide in 2024, IIlpum Jinro has continued the collaboration for three straight years.
That day, Hitejinro said it will kick off this year's slate of collaborations with the publication event for the Michelin Guide Seoul&Busan. The company plans to participate in the 2026 Michelin Guide awards, operate an IIlpum Jinro tasting booth for chefs and invited guests, and roll out Michelin chef collaborations and restaurant pairing content.
Tananaya Nimadabut, vice president for Asia-Pacific and the Middle East at the Michelin Guide, said, "The Michelin Guide showcases the excellence of Korea's cuisine, and IIlpum Jinro is a brand that demonstrates the authenticity of Korea's soju with a 100-year distilling tradition," adding, "Based on our shared values of long-standing tradition and authenticity, both sides are creating a synergy that elevates the stature of Korean gastronomy."
A Hitejinro official said, "Going forward, IIlpum Jinro plans to carry out activities with the Michelin Guide to spread Korea's distilled spirits and culinary culture."