Exports of Korean HiteJinro soju drink soars 42% over 4 years in U.K.

Many locals gather at the Jinro soju booth at U.K.’s largest music festival called All Points East. [Courtesy of HiteJinro]

South Korea’s top liquor maker HiteJinro Co. saw exports of its distilled liquor soju surge by an annual average of 42 percent over the past four years in the U.K. amid growing popularity of K-pop and other Korean culture.

HiteJinro announced Tuesday that soju exports to the U.K. soared by an average annual rate of 42 percent over the past four years. Exports in the first half of this year were up 43 percent from the same period a year ago, following a 63 percent increase last year.

HiteJinro’s entire soju exports stood at 116.9 billion won ($87.5 million) last year, surpassing the 100 billion won threshold for the first time.

“According to local distributors in the U.K., 77 percent were local buyers last year, which indicates that our product is not only sought by Koreans residing in the U.K. but local consumers,” said an official from the company.

To boost sales in the U.K. market, HiteJinro engaged as an official sponsor in a local music festival called All Points East, which took place at Victoria Park in London from August 18 to 27.

The music festival is particularly popular among the young people, with 63 percent of this year’s 230,000 attendees in their 20s and 30s.

HiteJinro set up a dedicated booth at the event and showcased its flagship products, including Chamisul and Chum Churum.

HiteJinro has also partnered with local dining franchises to expand its reach among the local population. They introduced the “Jinro Combo Set” at 10 branches of the London-based restaurant, Yard Sale Pizza.