Overview
- Hitejinro Philippines expects double-digit sales growth in 2025 for a second consecutive year, driven by rising demand among young consumers influenced by Korean pop culture.
- Partnerships with K&L Jinro Inc. and Premier Wine & Spirits Inc. have expanded soju distribution to more than 4,400 7-Eleven stores, 700 Puregold supermarkets, Uncle John’s outlets and 31 K&R membership stores nationwide.
- The company commands 67% of the Philippine soju market, outpacing traditional spirits as regular soju consumption rose to 68% of sales in 2024.
- GourmetPro estimates the Philippine spirits market at over US$10 billion with 3.4% annual growth, positioning the country as a key contributor to Hitejinro’s goal of US$366 million in overseas soju sales by 2030.
- Hitejinro is building its first overseas plant in Vietnam, set to begin operations in 2027, to serve as a production hub and anchor its broader Southeast Asia expansion.