Hitejinro said on the 12th that it has opened Jinro Pocha Melbourne, a brand promotion base in Melbourne, Australia, to strengthen brand touchpoints in the local market and expand awareness.
According to Hitejinro that day, Jinro Pocha Melbourne was planned so that local consumers can experience the culture of enjoying Korea's unique food and alcohol together.
Inside, the signature elements of the Jinro brand reinterpret the vibe of a Korean pojangmacha in a modern way. It features the toad figure symbolizing Jinro soju, soju bottles, and limited-edition goods.
Jinro Pocha has developed highballs and cocktail items in addition to Jinro soju and Terra beer. By presenting quintessential Korean bar foods such as yukhoe, perilla oil makguksu, and gamjajeon, it offers local customers opportunities to pair them with Korean dishes.
Hitejinro has recently shown stable growth in Australia. Last year's soju sales in Australia rose about 20% from a year earlier. Based on the impact of placing Chamisul Fresh and the fruit liqueur Aisl series in all roughly 1,400 stores of BWS and Dan Murphy's, major local liquor distribution channels, it is expanding its base beyond the Korean expatriate market into the local mainstream market.
Executive Director Hwang Jeong-ho of Hitejinro said, "Various local marketing activities, such as the Sydney light rail JINRO branding ads and participation in the 2025 Sydney Spirit Festival, are having a positive effect on raising brand awareness," and added, "Through brand experience events at local touchpoints, we will lead the popularization of Jinro."