Hite Jinro Co., Ltd.

A limited-edition release blending natural sweetness with JINRO'S signature clean, crisp profile

SEOUL, South Korea, April 3, 2026 /PRNewswire/ -- JINRO, a leading soju brand by HiteJinro, proudly announces the launch of its latest soju, JINRO MELON LIMITED EDITION.

JINRO MELON LIMITED EDITION captures the sweet essence of melon while retaining JINRO's signature clean finish for a brighter, refreshing experience. With a subtle melon aroma and a smooth finish, it is curated to naturally fit into casual occasions or grand celebrations with 13% alcohol by volume (ABV) in each bottle.

A standout feature of this release is the packaging. Differentiating from its regular flavoured soju lineup, it takes on a sleek black colour palette that leans into a premium and trend-forward appeal.

Jung-ho Hwang, Head of Overseas Business at HiteJinro, said, "JINRO MELON LIMITED EDITION was developed to harmonise melon's distinctive flavour with JINRO's clean finish, making it easy for global consumers to enjoy. With a trend-forward design, we hope to bring an elevated sense of enjoyment through JINRO, and we will continue to drive brand outreach through approachable yet innovative products and marketing."

This limited-edition soju will be rolled out across more than 20 countries, including the United States of America, Japan, Vietnam, Australia, and the United Kingdom. With this launch, JINRO aims to deliver a sense of novelty and strengthen consumer affinity across the globe.

In addition, JINRO will continue to engage global consumers by releasing product-related content through its official social media channels.

About JINRO

Far beyond just a drink, JINRO soju is a cultural connector—bringing people together across countries, communities, and conversations with a diverse portfolio that includes JINRO IS BACK, ORIGINAL, FRESH, and a vibrant fruit range of GRAPEFRUIT, GREEN GRAPE, PLUM, STRAWBERRY, PEACH, LEMON, and the JINRO MELON LIMITED EDITION.

Connect with JINRO via:

• Official website: jinro-soju.com
• YouTube: youtube.com/@JINROGlobal
• Instagram: instagram.com/jinro_global/
• Facebook: facebook.com/jinro.global

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SOURCE HITEJINRO

Limited-Edition Soju Inspired by New Characters and Iconic Symbols from the Global Phenomenon Series to Launch

• Launch of a new limited-edition JINRO Chamisul soju reflecting the universe and new characters of the Netflix series <Squid Game> Season 3
• Large-scale collaboration including <Squid Game> character-based game machine and collectible goods
• Expansion to 18 countries globally, riding on the popularity of the <Squid Game> Season 2 collaboration

SEOUL, South Korea, June 11, 2025 /PRNewswire/ -- JINRO, the world's No.1 soju brand by HiteJinro, announced on June 10 its latest collaboration with Season 3 - the highly anticipated season of Netflix's globally acclaimed series.

Building on the success of its Season 2 partnership, JINRO is launching a limited-edition Chamisul soju inspired by the <Squid Game> Season 3 universe and its new characters.

The collection showcases key figures such as the iconic Pink Guards and the beloved JINRO toad, now dressed in a <Squid Game> contestant uniform, further enhancing the collection's visual appeal with strengthened visuals.

The limited-edition also includes the Young-hee game machine, which went viral during the Season 2 campaign, sparking memes and online challenges worldwide. This expanded collaboration follows the major success of the Season 2 launch in late 2024 across Korea, Japan, Australia, and Mexico. That release saw all products sold out within a month while related content featuring the Young-hee game machine amassed over 100 million views across social media platforms like YouTube and Instagram. Due to strong demand from additional markets, the Season 3 edition will be released across 18 countries: Korea, the United States, Japan, the Philippines, Malaysia, Indonesia, Thailand, Cambodia, Hong Kong, the United Kingdom, Mexico, Australia, Taiwan, Mongolia, France, Bahrain, the United Arab Emirates, and Laos.

To celebrate the launch, JINRO has been invited by Netflix as an exclusive brand partner to host a booth at the <Squid Game> Season 3 global fan event. Scheduled for June 20 at Domino Park in New York City, USA, the JINRO booth will feature JINRO product tastings and giveaways, including a special limited-edition JINRO x <Squid Game> gift kit.

"We are delighted to connect with global consumers through partnerships with internationally renowned pop culture content," said Hwang Jung-Ho, head of HiteJinro's Overseas Business Division. "JINRO will continue to lead in brand outreach through friendly yet innovative marketing efforts."

JINRO BRAND STORY

Since its founding in 1924, JINRO - HiteJinro's global soju brand- has become Korea's leading soju brand and the world's No.1 distilled spirit. Far beyond just a drink, JINRO soju is a cultural connector—bringing people together across countries, communities, and conversations.

Connect with JINRO on social media:

YouTube: youtube.com/@REALSOJU 

Instagram: instagram.com/jinro_global/ 

Facebook: facebook.com/jinro.global 

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SOURCE HITEJINRO