Hite Jinro is putting a spur to the globalization of Soju, a Korean liquor, by succeeding in launching Soju such as Chamiseul at duty free shops in Hong Kong’s Chek Lap Kok International Airport, one of the three major international airports in Asia.
According to Hite Jinro on January 15, Chek Lap Kok Airport used by 35 million passengers per year has eight alcohol and cigarette stores. In November of last year, the China Duty Free Group (CDFG) acquired the right to operate duty-free shops in the airport and is currently implementing partial renewal work to open them this May.
Hite Jinro is employing a strategy to raise brand awareness by enabling tourists visiting Hong Kong to directly experience the brand of Chamiseul and easily purchase the liquor at duty free shops in Chek Lap Kok International Airport.
Hite Jinro is already selling products at duty free shops in major airports in Asia including Changi Airport in Singapore, Bali Airport in Indonesia and Yangon Airport in Myanmar.