Jinro at Music Festival APE Stage

As a fan of Music Festival, you must have heard about All Points East Festival. It is an annual music festival, that takes place in London’s Victoria Park over two weekends. The last festival was held this year, and it was said that 40,000 people attended during the festival from 19^th of August to 28^th of August. The lineup for this festival includes famous artists like Gorillaz, Tame Impala, The Chemical Brothers and so much more. But do you know that JINRO Soju was one of the sponsors for this year’s All Points East Festival? So you could see JINRO at UK All Points East Festival in real life.

JINRO Soju marked the first time, that Korean spirit has supported a major UK music festival. Since many people from the UK do not know much about the brand. JINRO’s strategy was to take down this opportunity to introduce JINRO Soju to the local market and the goal is to see JINRO stocked in major retailers outside specialist stores in the UK. I believe by passing down the K-Culture vibes to the locals. They have a more understanding towards the brand and as this festival is the beginning ideal market entry for this summer season.

Giant Korean Jinro booth with flavored soju

JINRO booth at All Points East Festival

For this festival, JINRO Soju constructed the theme and concept “GIANT”, shaped like an open JINRO Soju box. Also built a two-floor bar with neon bar, a freshen up zone for anyone who purchase JINRO Soju, a Polaroid Zone. They also placed exciting prize-led games activation station based on the Korean traditional games.

Korean Jinro Booth Game Activation Prize

JINRO Booth Game Activation

While Soju is very well known within its existing demographic, there are so many different brands out there. Yet, JINRO Soju is the oldest and most authentic Soju brand that values the young generation on sustainability. It is is the world’s most chosen brand, total of 33 billion bottles were sold, and that just leads and creates the new Soju culture.

Nevertheless, through this APE Festival, by giving out free sample drinks for people to try and introducing the K-Culture to the UK people. Therefore they are more aware of the brand are willing to come back for a second round. In this way, JINRO was able to take the flavored soju to a much younger crowd and showcase its relevance to the local Millennial and Gen Z consumer.

People at Jinro Booth at APE Festival in UK

Seeing the crowds queuing up to try JINRO at UK All Points East Festival and experiencing the activations, I can’t help by imagining how much JINRO Soju has grown. Considering, that it was JINRO first time in UK All Points East Festival. The JINRO booth was a huge success. This means JINRO is extending their business market in the UK with more sponsor opportunities ahead.

Let’s hope for more sponsors opportunities in the future. I am excited myself to witness JINRO at UK All Points East Festival and expanding not just the UK but nationwide. Imagine with a good music, a wild vide and a refreshing soju in your hand, what could go wrong? Hopefully there’s going to be an upcoming sponsorship festival in Philippines as well. Who is down to go?

Even though it is not possible to got to the UK right now, you can easily find JINRO products in any nearby stores in the Philippines.

For more information about JINRO products, check it out at https://hitejinroph.com/