
As a fan of the Music Festival, you must have heard about the All Points East Festival. It is an annual music festival that takes place in London’s Victoria Park over two weekends. The last festival was held this year, and it was said that 40,000 people attended from 19th August to 28th August. The lineup for this festival includes famous artists like Gorillaz, Tame Impala, The Chemical Brothers, and so much more. But do you know that JINRO Soju was one of the sponsors for this year’s All Points East Festival? So you could see JINRO at UK All Points East Festival in real life.

JINRO Soju marked the first time the Korean spirit supported a major UK music festival. Since many people from the UK need to learn more about the brand. JINRO’s strategy was to take down this opportunity to introduce JINRO Soju to the local market, and the goal is to see JINRO stocked in major retailers outside specialist stores in the UK. I believe by passing down the K-Culture vibes to the locals. They understand the brand more, as this festival is the beginning of ideal market entry for this summer season.

JINRO booth at All Points East Festival
For this festival, JINRO Soju constructed the theme and concept “GIANT,” shaped like an open JINRO Soju box. Also built was a two-floor bar with a neon bar, a freshen-up zone for anyone who purchases JINRO Soju, and a Polaroid Zone. They also placed exciting prize-led game activation stations based on traditional Korean games.

JINRO Booth Game Activation
While Soju is very well known within its existing demographic, many different brands exist. Yet, JINRO Soju is the oldest and most authentic Soju brand that values the young generation on sustainability. It is the world’s most-chosen brand, a total of 33 billion bottles were sold, which led and created the new Soju culture.
Nevertheless, through this APE Festival, by giving out free sample drinks for people to try and introducing the K-Culture to the UK. Therefore they are more aware of the brand and willing to return for a second round. In this way, JINRO could take the flavored soju to a much younger crowd and showcase its relevance to the local Millennial and Gen Z consumers.

Seeing the crowds queuing up to try JINRO at UK All Points East Festival and experiencing the activations, I can’t help by imagining how much JINRO Soju has grown. Considering, that it was JINRO first time in UK All Points East Festival. The JINRO booth was a huge success. This means JINRO is extending their business market in the UK with more sponsor opportunities ahead.
Let’s hope for more sponsors opportunities in the future. I am excited myself to witness JINRO at UK All Points East Festival and expanding not just the UK but nationwide. Imagine with a good music, a wild vide and a refreshing soju in your hand, what could go wrong? Hopefully there’s going to be an upcoming sponsorship festival in Philippines as well. Who is down to go?
As a fan of the Music Festival, you must have heard about the All Points East Festival. It is an annual music festival that takes place in London’s Victoria Park over two weekends. The last festival was held this year, and it was said that 40,000 people attended from 19th August to 28th August. The lineup for this festival includes famous artists like Gorillaz, Tame Impala, The Chemical Brothers, and so much more. But do you know that JINRO Soju was one of the sponsors for this year’s All Points East Festival? So you could see JINRO at UK All Points East Festival in real life.
JINRO Soju marked the first time the Korean spirit supported a major UK music festival. Since many people from the UK need to learn more about the brand. JINRO’s strategy was to take down this opportunity to introduce JINRO Soju to the local market, and the goal is to see JINRO stocked in major retailers outside specialist stores in the UK. I believe by passing down the K-Culture vibes to the locals. They understand the brand more, as this festival is the beginning of ideal market entry for this summer season.
JINRO booth at All Points East Festival
For this festival, JINRO Soju constructed the theme and concept “GIANT,” shaped like an open JINRO Soju box. Also built was a two-floor bar with a neon bar, a freshen-up zone for anyone who purchases JINRO Soju, and a Polaroid Zone. They also placed exciting prize-led game activation stations based on traditional Korean games.
JINRO Booth Game Activation
While Soju is very well known within its existing demographic, many different brands exist. Yet, JINRO Soju is the oldest and most authentic Soju brand that values the young generation on sustainability. It is the world’s most-chosen brand, a total of 33 billion bottles were sold, which led and created the new Soju culture.
Nevertheless, through this APE Festival, by giving out free sample drinks for people to try and introducing the K-Culture to the UK. Therefore they are more aware of the brand and willing to return for a second round. In this way, JINRO could take the flavored soju to a much younger crowd and showcase its relevance to the local Millennial and Gen Z consumers.
Seeing the crowds queuing up to try JINRO at UK All Points East Festival and experiencing the activations, I can’t help by imagining how much JINRO Soju has grown. Considering, that it was JINRO first time in UK All Points East Festival. The JINRO booth was a huge success. This means JINRO is extending their business market in the UK with more sponsor opportunities ahead.
Let’s hope for more sponsors opportunities in the future. I am excited myself to witness JINRO at UK All Points East Festival and expanding not just the UK but nationwide. Imagine with a good music, a wild vide and a refreshing soju in your hand, what could go wrong? Hopefully there’s going to be an upcoming sponsorship festival in Philippines as well. Who is down to go?