In a bid to support the popularity of Korean wave or Hallyu worldwide, leading soju brand Soonhari is set to release a limited-edition collectible featuring 3 signature flavors headlined by BLACKPINK's Jennie in an all-new campaign.

Having selected Jennie as the global ambassador to represent the Soonhari ChumChurum brand, South Korean manufacturer Lotte Chilsung Beverage Co. Ltd. intends to launch a dynamic marketing campaign specifically targeting key areas such as the United States, China, Vietnam, and the Philippines.

(Photo : PUBLICITYASIA)

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The Korean beverage company is also set to unveil a much trendier packaging for its brand, designed to match the aspirations and active lifestyles of the younger market who are avid consumers of the popular soju drink.

"We are releasing the Soonhari x Jennie edition in limited quantities and will also introduce a special collectible gift box. The gift set will include a Jennie photocard, mini sticker, soju glass, and a limited edition Soonhari bluetooth microphone," says James Lee, General Manager at Lotte Chilsung Beverage Co. Ltd. "In addition, we will also release an exclusive Soonhari x Jennie merch promo to boost sales in key target areas such as the United States, China, and Southeast Asia."

"With this partnership, we hope to make Soonhari the premiere signature drink of Korea while also advancing the popularity of Korean wave or Hallyu using the star power of BLACKPINK's Jennie - one of the world's biggest K-pop idols."

Soonhari ChumChurum is a clear, colorless distilled spirit native to South Korea. It offers a light, sweet, crisp, clean taste, and a refreshing finish with fewer calories and lower alcohol content.

In 2016, Lotte Chilsung Beverage exported Soonhari for the first time in the US market. Since then, the brand has posted an average annual growth rate of 57% over the past 5 years. Demand for Soonhari has also risen exponentially together with the unprecedented surge of K-Pop's popularity worldwide.

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