JINRO celebrates 100 Years with ambitious Global Vision 2030
JINRO, Korea’s No. 1 soju brand, recently celebrated its 100th anniversary by unveiling an ambitious new strategy at the Mövenpick Hotel in Hanoi, Vietnam. The “Global Vision 2030” marks a significant milestone for the company, aiming to elevate JINRO from a globally recognized soju brand to an integral part of daily life worldwide.
From Globalization to Popularization
Since its inception, JINRO has been synonymous with the history of soju. The company’s efforts to introduce soju on the international stage resulted with Jinro maintaining the top spot in global distilled spirit sales for 22 consecutive years. However, JINRO is not planning to stop there. The new vision aims to transition from globalizing soju to making it a popular, everyday drink around the world.
Key Goals and Strategies
The core of the “Global Vision 2030” is the popularization of JINRO. This involves expanding the product portfolio, broadening distribution networks, and enhancing communication strategies to reach a wider audience. By 2030, JINRO aims to achieve overseas soju sales of 500 billion KRW.
Vietnam has been selected as the site for JINRO’s first overseas production plant, which will serve as a strategic base for global expansion. This plant, located in the Green i-Park industrial complex in Thai Binh Province, is set to begin operations in 2026 and will play a crucial role in meeting the growing demand for soju across Southeast Asia and beyond.
Building on Past Success
The “Global Vision 2030” builds on the success of JINRO’s previous “Global Vision 2024,” which aimed to establish soju as a global alcoholic beverage category. Through a dual strategy of promoting both fruit-flavored and regular soju, JINRO has expanded its export markets to 86 countries, with the number of strategic target countries increasing from 8 to 17.
The growth of soju in the global market is evident. According to a 2022 Euromonitor survey, awareness of soju in major countries like the U.S. and Japan averaged 88.6%. Global soju sales expanded approximately 2.5 times from 2017 to 2022, with significant increases in consumption rates in countries such as the Philippines, UK, and Hong Kong.
JINRO establishes first overseas production plant in Vietnam
In a landmark move to support its ambitious “Global Vision 2030,” JINRO has announced the establishment of its first overseas production plant in Vietnam. This strategic initiative aims to boost global soju sales and solidify JINRO’s presence in the international market.
Strategic location in Thai Binh province
The new plant will be located in the Green i-Park industrial complex in Thai Binh Province, Vietnam. This location offers numerous advantages, including proximity to major cities like Hanoi and the port city of Haiphong, as well as access to a young and skilled workforce. The Green i-Park complex also provides favorable conditions for foreign investments, making it an ideal site for JINRO’s expansion.
The plant will cover approximately 82,083 square meters, equivalent to 11 soccer fields, with initial production focused on fruit-flavored soju. The plant is expected to produce around 1 million cases annually, starting in 2026. This production volume represents about 17% of JINRO’s overseas soju sales target for 2024, highlighting the plant’s crucial role in the company’s growth strategy.
Advanced production and ESG initiatives
JINRO’s Vietnam plant will feature a flexible production system designed to meet the diverse demands of different countries. The plant will adhere to Korean HACCP standards, ensuring high-quality production processes. Additionally, the facility will incorporate energy management and real-time carbon emission monitoring systems, aligning with JINRO’s commitment to environmental sustainability.
Strengthening global presence
The establishment of the Vietnam plant is part of JINRO’s broader strategy to popularize soju globally. The company plans to lower entry barriers with the familiar taste of fruit soju, gradually introducing consumers to regular soju. This strategy aims to bridge the gap between different soju variants and expand JINROs consumer base.
JINRO also intends to diversify its export markets by nurturing new strategic countries with high growth potential. The company will expand its sales range to include both home and nightlife markets, engaging in aggressive sales activities such as local franchise contracts and the operation of flagship stores and pop-up outlets.
A vision for the future
JINRO’s vision is to see soju stand alongside major beverage categories like wine, whiskey, champagne, and beer. The slogan “EASY TO DRINK, DRINK TO LINK” reflects the company’s goal to make JINRO a means of connection, emphasizing its role in fostering social interactions.
Hwang Jung-ho, Executive Vice President of Hite Jinro’s Overseas Business Division, expressed confidence in the company’s future: “The establishment of our first overseas production plant marks a significant step towards becoming a comprehensive global alcohol company. Through ‘popularizing JINRO’ we aim to share the joy of life with people worldwide for the next 100 years.”
Looking Ahead
JINRO’s centennial vision is encapsulated in the slogan “EASY TO DRINK, DRINK TO LINK.” This slogan reflects the company’s goal to make Jinro a beverage that connects people globally, much like its familiar image in Korea. Hite Jinro’s efforts to popularize Jinro worldwide will undoubtedly pave the way for another century of success.
Read the original article: https://www.jinro-soju.com/
