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Korean spirits producer HiteJinro has announced the global release of a limited-edition packaging variant for its flagship fruit-flavoured soju, JINRO Green Grape.
Featuring the brand's iconic 'Toad' mascot reimagined as a K-POP artist, the release aims to leverage global interest in Korean cultural exports to drive brand engagement and collectability across international off-premise and on-premise channels.
The limited-time offering maintains the product's core 13 per cent alcohol by volume (ABV) formulation while introducing dual collectable label designs, promotional merchandise, and an interactive bottle-cap marketing activation.
The brand refresh updates JINRO's established mascot visual identity with a stage-inspired K-POP artist concept, designed to appeal to younger adult consumer demographics across overseas export markets.
The limited-edition Green Grape lineup enters commercial distribution in two distinct visual packaging options:
🟢 K-POP Star Toad Green Label: Features the stage-themed mascot character set against JINRO's signature green colourway.
🌸 K-POP Star Toad Pink Label: A complementary visual variant presenting the K-POP artist concept against a vibrant pink aesthetic.
Jung-ho Hwang, Head of Overseas Business at HiteJinro, stated that the release leverages the global reach of K-POP to strengthen JINRO's presence in mainstream international spirits markets by aligning signature brand assets with Korean cultural trends.
To support the retail rollout and stimulate repeat purchasing, HiteJinro is pairing the limited-edition bottle launch with an interactive promotional campaign and collectable trade items.
Key promotional elements and campaign mechanics include:
Message Challenge Cap Mechanics: Bottle caps feature printed alphabet letters (A to Z) on the underside, encouraging consumers to collect caps, build custom words or messages, and share photos on social platforms.
Collectable Figurine: A limited-edition 'K-POP Star Toad' figurine produced for promotional displays and trade activations.
Novelty Hardware: A custom bottle-shaped microphone accessory designed as a collectable brand asset to support campaign visibility.
The global campaign highlights how international spirits producers deploy character-driven licensing, gamified packaging mechanics, and novelty merchandise to boost consumer engagement and retail velocity.
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