Hite Jinro Co., Ltd.

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

JINRO to appear again in the newest season; partnership to offer limited edition JINRO bottles, a Young-hee drinking game device, and more

SEOUL, South Korea, Jan. 20, 2025 /PRNewswire/ -- HiteJinro's flagship soju brand, JINRO (Korean name 'Chamisul'), is teaming up with Squid Game for a unique collaboration featuring exclusive themed merchandise and specially designed limited editions.

Netflix's global phenomenon, Squid Game, is returning for its highly anticipated Season 2 on December 26, 2024. Directed by Hwang Dong-hyuk, the first season of the series became Netflix's most-watched show while introducing Korean dramas to a global audience. The new season brings back fan-favorites Lee Jung-jae, Lee Byung-hun, and Gong Yoo, along with new cast members such as Im Si-wan, Kang Ha-neul, and Lee Jin-wook.

JINRO Soju, fondly referred to as the "Green Bottle" in Squid Game Season 1, gained international attention when it was prominently featured on-screen. The memorable scene of Player 456, Seong Gi-hun, and Player 001, Oh Il-nam, sharing soju at a convenience store table became iconic, sparking a surge in global interest in Korean soju. Building on this momentum, HiteJinro has leveraged the opportunity to create a second major collaboration that integrates Squid Game characters and themes into its branding to cater to the hit show's many fans.

Limited Edition JINRO

As part of the collaboration, JINRO will offer limited edition Squid Game-themed soju bottles. Creative label designs will feature beloved characters like Young-hee, the Pink Guards, and the Front Man alongside JINRO's signature dew-drop logo. The label's Korean letters "ㅁ, ㅇ, ㅅ" are accented in Squid Game's signature pink, symbolizing the guards' shapes: circle, triangle, and square. These editions will be available for a limited time through channels:

• Japan: Supermarkets such as MaxValu, Don Quijote, Maruetsu, AEON; convenience stores like 7-Eleven, Lawson, FamilyMart; Korean restaurants
• Mexico: Convenience stores including 7-Eleven, major supermarkets, HEB, Soriana, Korean restaurants
• Australia: Major EDG stores (Dan Murphy's, BWS), COLES stores (First Choice, Liquorland), Korean restaurants

Exclusive Merchandise for Fans

HiteJinro is also releasing four limited-edition collectibles inspired by Squid Game 2 characters:

• Young-hee drinking game device: A rotating Young-hee head, reminiscent of the "Red Light, Green Light" game, adds a playful twist to drinking games.
• Pink Guard figurines: These collectible toads, modeled after the guards, come in three ranks – circle, triangle, and square – reflecting their hierarchy.
• Participant apron: A stylish apron designed after the contestants' iconic uniforms.
• Character-themed soju glass: Adorable and functional, these glasses enhance any drinking experience.

These exclusive items will be available through special promotional events in Squid Game's most popular markets: Korea, Japan, Australia, and Mexico. Fans can follow HiteJinro's official Instagram pages for event details.

A Collaboration That Breaks Boundaries

Uniting Squid Game, Netflix's record-breaking show, and JINRO soju, the world's best-selling spirit, promises to captivate fans globally just as Season 2 aims to make streaming history once again.

The game must go on. Stay tuned to experience JINRO's role in the second chapter of the Squid Game saga.

View original content to download multimedia:https://www.prnewswire.com/apac/news-releases/squid-game-teams-up-with-jinro-soju-for-season-2--exclusive-themed-merchandise-302354062.html

SOURCE HITEJINRO