HiteJinro sees annual soju exports to Cambodia grow 31%

HiteJinro Co., South Korea’s leading soju maker, resumed its Jinro EDM Festival at Cambodia’s Bon Om Tuk water festival after a four-year hiatus, aiming to strengthen its appeal among younger consumers.

The three-day event, held from November 14 to 16 on Koh Pich Island in Phnom Penh, the capital of Cambodia, attracted 100,000 attendees, the company said on Friday.

The festival featured HiteJinro's soju lineup, including Chamisul and Green Grape Soju, along with giveaways and activities designed to boost local engagement with the brand.

Launched in 2017, Cambodia’s first electronic dance music (EDM) event organized by HiteJinro was held annually until 2020, when it was halted due to COVID-19 restrictions.

HiteJinro has expanded its presence in Cambodia’s retail sector.

Its products are now available in 18 AEON Mall stores, 52 DFI Lucky outlets, and 105 Seven-Eleven locations.

HiteJinro's soju exports to Cambodia have grown by an average of 31% annually over the past five years.

Last year, local distributor data revealed that more than 90% of its sales were to Cambodian consumers, reflecting strong demand.

Write to Hun-Hyoung Ha at hhh@hankyung.com