HiteJinro Concludes Successful ‘JINRO Pop-Up Store’ in Paris

HiteJinro announced on June 12, that it successfully concluded the ‘JINRO Pop-Up Store’ in Paris, France, which operated for 15 days from May 24 to June 7. The pop-up store was designed to convey the brand identity and appeal of JINRO to French locals and increase brand favorability through product experiences.

Operated under the concept of ‘JINRO’S GARDEN’, the pop-up store harmoniously blended JINRO’s iconic green bottle with inspiration from the French Gardens of Versailles in its spatial design.

The exterior was adorned with floral decorations and a sign utilizing the brand logo, while the interior seamlessly incorporated JINRO’s unique ambiance throughout the space, based on brand colors and harmoniously arranged product displays and figurine decorations. The first floor focused on brand experiences and product purchases, while the second floor emphasized JINRO products’ premium mood through dim lighting and neon effects, serving as a tasting area.

Visitors were provided with a ‘JINRO Travel Card’ for mission completion, which could be used to receive stamps for participating in three activities: product tasting, wish tree writing, and photo booth. These stamps could then be exchanged for commemorative goods. Additionally, a ‘Create Your Own JINRO’ program was operated for product purchasers, allowing them to decorate bottles with stickers, which local consumers voluntarily shared on social media.

The ‘JINRO Fan Calligraphy’ event, held during the event period, garnered particular attention. A professional artist inscribed phrases chosen by consumers on traditional Korean fans, providing a unique experience that combined Parisian eco-friendly urban culture with Korean sensibility, leaving a lasting impression on local visitors. These programs were evaluated as effectively contributing to increasing brand immersion and expanding contact points with local consumers.

Located just a one-minute walk from the Louvre Museum, the venue attracted about 8,000 local consumers who participated in JINRO brand experience programs, demonstrating high interest.

Recently, HiteJinro has been accelerating the ‘popularization of JINRO’ in France, the home of wine, based on expanded local sales. In fact, HiteJinro’s soju exports to France recorded an average annual growth rate of over 70% from 2020 to 2024.

This growth is attributed to the expansion of distribution channels from traditional Korean restaurants to various outlets, including large supermarkets like Carrefour. Additionally, the company’s consumer-oriented marketing strategy, reflecting the increasing demand for fruit liqueurs with alcohol content similar to wine and the high preference among local young generations, has proven effective.

Hwang Jung-ho, Executive Director of HiteJinro’s Overseas Business Division, stated, “The JINRO pop-up store served as an effective platform for simultaneously conveying brand emotion and products.” He added, “We will continue to strengthen marketing activities that deliver joy and fun to overseas consumers, and expand contact points with local customers in various countries to establish JINRO as a global main liquor.”

Prior to the French pop-up store, HiteJinro operated the ‘JINRO THEME STORE’ in Causeway Bay, Hong Kong’s largest commercial district, for about 20 months. The theme store, which operated from September 26, 2023, to May 20, 2025, received enthusiastic responses from local consumers with up to 9,000 monthly visitors, and successfully concluded after being featured in major Hong Kong terrestrial media outlets.

The store sold JINRO soju products and cocktail menus, expanding its loyal customer base through various customer participation strategies such as seasonal content changes and membership programs. It also contributed to strengthening JINRO’s global presence by enhancing brand awareness through voluntary social media content dissemination by local consumers and local media exposure.