Hite Jinro, marking its 100th anniversary this year, has announced the continuation of its partnership with IU, who has been the face of Chamisul for a decade, setting a new record as the longest-serving model in the liquor industry.
The collaboration between Hite Jinro and IU began producing innovative content like the first-ever fashion magazine and pictorial in the soju industry back in 2020. This partnership evolved further in 2021 with the introduction of collaborative merchandise featuring IU’s modeling. IU also appeared as a special guest at Soju’s first pop-up store “Isul Pocha” and Soju’s first music festival “Isul Live Festival.”
Recently, Hite Jinro refreshed Chamisul by enhancing its bamboo charcoal refining process to meet evolving consumer preferences. IU’s latest commercial emphasizes the purity of Chamisul, showcasing the enduring synergy of their decade-long association. This commercial marks the beginning of IU’s diverse activities planned for this year.
Oh Sung-taek, Executive Vice President of Hite Jinro, expressed, “IU perfectly embodies the essence of our brand, centered around ‘cleanliness.’ This renewal signifies our enduring partnership based on trust and loyalty.”
As part of commemorating the Chamisul renewal, Hite Jinro has lined up various collaborations. On April 8, limited-edition merchandise featuring designs inspired by Tony Mori and Chamisul’s dewdrops will be available for purchase online through G-market and Auction. Additionally, the company will craft a special mixed drink recipe called “Islebool” in partnership with global energy drink brand Red Bull. They will also introduce a unique set menu at prominent local restaurants in Gangnam and Hongdae.
