'Isle' Penetrates Daily Life in the Philippines.. Beyond the Korean Community to a Gen Z 'Must-Have'

[Financial News] 【Manila (Philippines) = Lee Hwan-joo Reporter】 "In the past, it was a market and restaurants centered on the Korean community, but now Jinro can be found in all channels in the Philippines, including convenience stores and marts. In particular, unlike the past when fruit soju was the focus, the current general soju market share in the Philippines has surpassed fruit soju, leading to the popularization of soju."
Kim In-kyu, CEO of HiteJinro, revealed this at the HiteJinro 101st anniversary media conference held in Manila, Philippines on the 18th, and announced the growth vision of global Jinro.
The Philippines has a population of 118 million, making it the 14th most populous country in the world. It is a young country with over 30% of the population under 15 years old and about 65% in the working-age group of 15-64 years. The median age is 24.5 years, lower than the OECD average (39.9 years) and Korea (43.4 years).
CEO Kim emphasized, "HiteJinro's competitors are neither OB Beer nor Lotte," adding, "HiteJinro is not selling alcohol but selling time and space to people around the world, connecting people and creating culture."
Currently, the Philippines ranks 8th in alcohol consumption per capita in the Asia region. Filipino alcohol consumption is approximately 74% beer, 25% spirits, and 1% wine, with beer being dominant. As of 2024, household alcohol consumption is 71%, higher than the entertainment market (29%). Soju, classified as a spirit, is loved for its lower alcohol content compared to local rum, vodka, and other high-proof liquors.

Guk Dong-gyun, head of HiteJinro Philippines, explained, "In the past, fruit soju was mainly consumed or mixed like a cocktail, but now general soju consumption has surpassed fruit soju consumption like in Korea, spreading Korean soju culture."
Director Guk cited the success factors of soju in the Philippine market as △a premium image different from local alcohol △Hallyu (Korean Wave) △social media. More than 100 million people use SNS, enjoying alcohol like Korea before COVID-19. Additionally, collaborations with street brands, launching coffee soju cocktails through cooperation with the coffee industry, and live broadcasts 'Isle Live' with local celebrities are being conducted. 
Director Guk said, "In the Philippines, there is a 'Tagay' culture similar to Korea's 'cheers' and 'one-shot' culture," adding, "People drink together (social ritual), drink cocktails at home (Timplado), eat with food (Pulutan), and enjoy karaoke culture (Videoke)."
Since 2020, HiteJinro Philippines has been actively operating beyond the Korean community market, penetrating the daily lives of locals. It has penetrated as 'co-growth → localization → Philippine daily life'.
Just as Buldak Bokkeum Myun changed the landscape of the ramen industry, HiteJinro is also preparing for a new 100 years with 'Chamisul' and 'Jinro'. Last year, HiteJinro celebrated its 100th anniversary and began establishing its first overseas factory in Hanoi, Vietnam. The groundbreaking ceremony was held on February 5 this year, aiming for local production from next year. HiteJinro's soju export value increased from 65.3 billion won in 2020 to 116.9 billion won in 2022, and 153.4 billion won last year, a 10% increase from the previous year. It accounts for 11% of HiteJinro's total sales.




hwlee@fnnews.com Lee Hwan-joo Reporter