HiteJinro Boosts Local Economies with ‘Win-Win’ Festival Strategy
Creatrip Team
22 days ago
HiteJinro partnered with regional festivals to drive local tourism and spending by combining locally produced beer with community cultural content. In Jeonju’s ‘gamak’ festival (neighborhood beer-and-snack culture), the company supplied same-day-produced Terra beer from its nearby Wanju plant, helping attract a record 126,000 visitors and sending customers into about 60 partner cafes and restaurants. In Hongcheon, fresh draft beer from the local factory and a ‘payback’ program that converted receipts into local currency encouraged about 80,000 festivalgoers to spend at small businesses. HiteJinro will continue the approach at an upcoming Incheon Songdo music festival that aims for 25,000 attendees and features live acts and 13 product lines, including freshly made soju and beer. The company says the goal is not just promotion but creating a sustainable cycle where brand assets and local culture together boost regional economies and benefit small merchants and residents.
