[Provided by Hite Jinro]
[Provided by Hite Jinro]

Hite Jinro said the 2026 Jeonju Gamaek Festival, a street beer festival held at the Jeonbuk National University sports complex from Aug. 6 to 8, drew a record 126,000 visitors over three days.

Now in its 12th year, the Jeonju Gamaek Festival featured Hite Jinro as a special sponsor. Attendees could sample beer brewed the same day at the company's Jeonju factory alongside traditional gamaek side dishes — the snacks typically paired with street beer in Jeonju.

Hite Jinro operated an ice-filled "beer pond" showcasing freshly produced Terra. The festival also featured fireworks, a DJ club party, a "somaek certification" booth and a tattoo event. Tasting booths for Terra Sparkling and the non-alcoholic Terra Zero drew steady crowds throughout the event.

Joint promotional efforts by Hite Jinro and the Jeonbuk National University Merchants' Association helped fill roughly 60 official partner stores — cafes and restaurants near the festival grounds. Hong Jae-hwa, chairman of the merchants' association, said foot traffic at partner stores roughly doubled compared to normal days, adding that the festival's energy spilled over into the surrounding commercial district and gave local business owners a major boost.

A Hite Jinro marketing official said it was meaningful to offer visitors a special experience through freshly brewed Terra and a range of brand activities. "We will continue to expand touchpoints so consumers can experience the unique appeal of Terra in their everyday lives," the official said.

[Provided by Hite Jinro]
[Provided by Hite Jinro]

andy@heraldcorp.com