HiteJinro is seeking new growth opportunities in North America as Korea’s domestic alcohol market contracts. With demand for Korean soju rising rapidly in the U.S., fueled by the growing popularity of K-content and K-food, the company is stepping up efforts to expand its local consumer base and strengthen brand awareness.
According to industry sources on the 30th, demand for Korean soju is growing rapidly in the U.S. Data from Korea Customs Service trade statistics shows that soju exports to the U.S. increased from 7,165 tons in 2021 to 9,201 tons in 2025, a 28.4% increase over four years. Last year’s export volume was the highest since related statistics began being compiled in 2000.
From a Sluggish Domestic Market to the U.S.… Building Jinro as a Global Brand
The growth of the U.S. market contrasts with the contraction of Korea’s domestic alcohol market. Domestic alcohol shipments fell below 3 million kiloliters last year for the first time in 27 years, reaching 2.987 million kiloliters. Shipments of diluted soju also declined for the third consecutive year to 793,000 kiloliters.
With limited room for further growth in the domestic market, HiteJinro is placing greater emphasis on expanding its overseas business. The company is strengthening distribution networks and marketing in major markets, including the U.S., while introducing products tailored to consumer preferences in each country.
North America, in particular, is a market where interest in soju is growing rapidly as K-pop, K-dramas, and K-food gain popularity. As more consumers become familiar with Korean culture, soju is increasingly being embraced naturally as part of the broader K-food experience.
HiteJinro’s decision to feature global star V in its marketing is also viewed as an effort to capitalize on this trend. By leveraging V’s strong global recognition, the company aims to expand Jinro’s appeal beyond existing soju consumers to people who have never tried Korean spirits.
The local response has been strong. Global social media content related to the “My Favorite Jinro” campaign, launched last month, surpassed 500 million cumulative views within one month. The main advertising video recorded more than 300 million views, while cumulative engagement—including likes, comments, and shares—reached approximately 10 million.
Using North America as a Springboard to Go Global… Expanding Production and Distribution Infrastructure
HiteJinro is also using its growth in North America as a springboard to expand its business base into other overseas markets, including Southeast Asia. The company is increasing sales touchpoints through major retailers, liquor stores, and restaurants while tailoring its approach to local market characteristics.
The company is also expanding its overseas production capabilities. In Thai Binh Province, Vietnam, HiteJinro is investing approximately 105.8 billion won to build its first overseas soju production facility. The plant, which will be built on a site of approximately 82,000 square meters, is expected to have annual production capacity of about 1 million cases, or 30 million bottles.
The Vietnam plant will serve as a production hub supporting Southeast Asian and other global markets. As demand for soju grows overseas, securing local production capacity is expected to improve supply flexibility and establish a stable manufacturing base for future market expansion.
An industry official said, “With the domestic alcohol market stagnating, expanding into overseas markets has effectively become essential for sustained growth. With interest in K-content at an all-time high, this is an important moment to broaden local consumer bases, establish distribution and production infrastructure, and strengthen HiteJinro’s position in the global market.”
