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3mo ago

Hitejinro Soju Sales Surge in the Philippines with Double-Digit Growth

Strategic collaborations fueled by local enthusiasm for Korean pop culture have propelled Hitejinro’s growth in the Philippines.

This photo taken May 21, 2025, shows Hitejinro's soju products displayed at a Puregold supermarket in Paranaque, Manila. (Yonhap)
Kook Dong-kyun, president of Hitejinro Philippines, Inc., answers questions from broadcasting companies during a press event at Admiral Hotel Manila MGallery in Manila on May 21, 2025. (Yonhap)
In this photo taken May 21, 2025, and provided by Hitejinro, Robin Derrick Co Chua, managing director of Premier Wine & Spirits Inc. (PWSI), speaks about the Philippine liquor market outlook during a press event at Admiral Hotel Manila MGallery in Manila. (PHOTO NOT FOR SALE) (Yonhap)
This photo taken May 21, 2025, shows Hitejinro's soju products on display at a Puregold supermarket in Paranaque, Manila. (Yonhap)

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.