Lotte Chilsung Beverage steps up efforts to strengthen Chum Churum’s brand heritage for its 20th anniversary

[Financial News] Lotte Chilsung Beverage Co., Ltd. is continuing various efforts to strengthen the brand heritage of its soju brand Chum Churum as it marks the 20th anniversary of its launch this year.
According to Lotte Chilsung Beverage Co., Ltd. on the 7th, Chum Churum unveiled a new version featuring its original design in April to mark the 20th anniversary of its launch.
The label incorporates key visual assets of Chum Churum, including a young bird and a sprout, emphasizing the brand’s authenticity from its early days.
In May, the company also revamped Chum Churum Classic, inspired by the original Chum Churum, to strengthen the brand’s heritage. Developed around the concept of “a rich, smooth soju that returns to its original recipe from 20 years ago,” Chum Churum Classic uses the same 20% alcohol by volume as when it was first launched and adds ingredients used at the time, such as alanine, asparagine and xylitol, to recreate the flavor it had 20 years ago.
Last September, in line with the trend toward smoother soju, the alcohol content was lowered from 16% to 15.7%, a reduction of 0.3 percentage points.
Lotte Chilsung Beverage Co., Ltd. is also pursuing a range of experiential marketing activities featuring bedrock water to highlight Chum Churum’s smoothness.
The Chum Churum Brand Experience Center, operated at the Gangneung factory where the company produces soju, has become one of Gangneung’s signature visitor experiences since opening in April 2023. About 45,000 people in total had visited by the end of the first quarter of this year.
The 10th-floor lounge, designed as a space where visitors can experience the brand firsthand through media art, uses three-sided screens to create a surreal journey in search of the 100% bedrock water at the foothills of Daegwallyeong, a symbol of Chum Churum.
A Lotte Chilsung Beverage Co., Ltd. representative said, “We plan to continue a range of marketing activities to highlight the core value of Chum Churum—that it is made with 100% bedrock water for an even smoother taste.”
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