Korean liquor maker participates in Ultra Japan 2026, engaging local consumers

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

Hite Jinro announced Tuesday that it made its debut at Ultra Japan 2026 in Tokyo, becoming the first Korean liquor company to participate in the event.

Ultra Japan is the Japanese edition of Ultra Music Festival, an EDM festival that launched in Miami in 1999. Now in its 11th year, this year's event ran Saturday through Sunday at Ultra Park in Odaiba, Tokyo.

Hite Jinro operated a brand booth at the venue, showcasing ready-to-drink products made with Chamisul fruit soju. The lineup featured drinks in green grape, lemon and melon flavors, created by mixing Chamisul fruit soju with sparkling water, as well as a product combining Chamisul with Red Bull. All drinks were served in 360-milliliter cups, and customers who purchased two or more received a strap promotional item.

Hwang Jeong-ho, executive vice president of Hite Jinro's overseas business division, said the company would "continue to develop diverse marketing activities that give local consumers new experiences, strengthening Jinro's presence in the market."


andy@heraldcorp.com