At the heart of every Korean company gathering or friendly night out sits a familiar green bottle: Jinro Chamisul. Since its debut in 1998, Jinro has reshaped Korea’s soju market—and today, it stands as more than just a beverage. It has become a cultural icon. At the center of this transformation lies an unexpected driver: brand merchandise.
In an effort to forge deeper connections with younger consumers, HiteJinro has consistently released creative and lifestyle-oriented Jinro merchandise. Far beyond simple promotional giveaways, these thoughtfully crafted, trend-conscious collaborations—targeted at Korea’s MZ Generation—have helped the brand build a strong fandom, fueled by social media virality and sold-out limited editions. These goods have not only enhanced brand visibility but have redefined how consumers engage with the product itself.
Here, we spotlight three of the most memorable and impactful Jinro merchandise releases to date.
In late 2024, Jinro teamed up with the global Netflix sensation Squid Game Season 2 to release a striking line of limited-edition merchandise. The bottle labels featured iconic characters such as Younghee, the Pink Guards, and the Front Man. Among the standout items was the “Younghee Game Machine,” a functioning tabletop drinking game that quickly gained massive popularity.
Within just four weeks, over 42 million bottles were shipped domestically and overseas, including to markets like Japan, Mexico, and Australia. The campaign has been hailed as a landmark collaboration—one that showcased the powerful synergy between K-culture and a heritage liquor brand.
A playful and ingenious take on Korea’s drinking culture, this portable Bluetooth microphone was shaped like a Jinro bottle. With built-in voice effects and backing track functions, it allowed users to instantly turn any setting into a karaoke session. The microphone inspired an explosion of user-generated content across social media. As a result, it became a signature example of how Jinro successfully expanded its brand identity from "a drink" to "a lifestyle."
In 2021, Jinro partnered with the premium jewelry brand J.ESTINA to unveil a collaborative necklace and soju glass set, inspired by the brand’s iconic “dew drop” motif. The 500-set run sold out in just 90 seconds, prompting awe-struck reactions like, “Who knew Jinro could be so elegant?” The collection elevated Jinro’s brand perception, transforming it from a casual drinking staple to a symbol of refined lifestyle branding. It was a milestone in emotional rebranding for the soju category.
Can brand merchandise be more than a novelty? In Jinro’s case, the answer is a resounding yes. Its strategy of embedding the brand into everyday life—through immersive, well-crafted goods—has gone beyond marketing to create a fandom-powered business model. No longer just promotional items, these goods are becoming lasting brand assets—tangible memories and meaningful experiences. As Jinro continues to evolve, the anticipation grows: what imaginative leap will this iconic brand take next?
Discover more about JINRO and its wide range of products on JINRO official social media: Instagram, Facebook, Youtube, TikTok.
