Lotte Chilsung Beverage said on the 19th that last year's beer exports to Mongolia rose about 90% from a year earlier. Buoyed by strong sales in Mongolia, its global beer exports also increased about 40% from the previous year.
Currently, Lotte Chilsung Beverage's flagship beer "Crush" is sold at about 2,000 stores in Mongolia, including convenience stores, hypermarkets, and corporate supermarkets (SSMs). After entering Mongolia's imported beer market in 2024, Lotte Chilsung Beverage focused on raising brand awareness and expanded distribution by placing Crush at local hypermarkets such as HOMNH, centered on the capital, Ulaanbaatar, as well as at Korea-affiliated sales channels including E-MART, GS25, and CU.
In particular, to target younger consumers, the company ran brand-experience promotions during peak weekend hours at a popular club in central Ulaanbaatar. It also joined as a major sponsor of concerts featuring popular singers and continued social media (SNS) promotion through digital content created with well-known influencers.
Mongolia is a young country, with more than 60% of its total population aged 39 or younger. As a result, it is highly receptive to new cultures, and interest in K-food is rising, driving an increase in demand for Korean beer. According to export-import trade statistics from the Korea Customs Service, last year's beer exports to Mongolia reached 31,033 tons (t), ahead of China, Japan, the United States, and others.
Lotte Chilsung Beverage plans to broaden its consumer base in Mongolia this year and expand the Crush drinking consumer segment through various promotions. To that end, it will roll out tasting events and sampling activities at Mongolian hotels and restaurants.
A Lotte Chilsung Beverage official said, "Through a tailored marketing strategy that reflects the local alcohol market, we were able to quickly raise Crush's brand awareness in Mongolia," adding, "We plan to expand consumer touchpoint promotions so that Crush can stand out even more in Mongolia's imported beer market."