HiteJinro expected to continue improving on market share gains in 3Q20. The soju and beer business should see a continued boost from JINRO Is Back and Terra, which helped increase 20% of operating profit, respectively.
Meanwhile, as with domestic sales is increasing, HiteJinro is expected to continue overseas marketing with agency Comma Entertainment and expect to continue improving on market share gains. Comma Entertainment is a marketing agency headquartered in Korea, they began to be recognized as a partner of HiteJinro through overseas marketing activities, including soju festivals and brand broadcasting ads.
HiteJinro leads the soju market with its symbolic toad character and differentiated it from other brands. This unique character will continue to be used as a marketing tool, and they are in the stage of increasing brand awareness to the stage of BUY conversion.