HiteJinro

Jinro launched Chamisul in South Korea on October 19, 1998. Their goal with the new brand was to break the stereotype that soju had to be 25% ABV to be palatable. The success of the brand changed the image of soju from a strong, hearty spirit to a "soft and clean" one. The name Chamisul has been commonly associated with soju ever since, and its introduction marked a historic breakthrough in the soju market, in terms of its quality, brand power, and sales volume. Chamisul was initially launched as a 23% ABV product when it was released. It has subsequently been revised to 20.1% ABV, while its sister sub-branding "Chamisul Fresh" is sold at 17.2% ABV. These two brands are currently leading the domestic soju market.

The brand has gained huge popularity by using the bamboo charcoal filtration method since its launch. The recipe has also been renewed seven times since.

Chamisul has become a common place word for soju in South Korea. The brand has been holding a 50% (or more) share of the domestic market for two years after its initial release.

Hitejinro's product line includes six beers, most notably the Hite label; seven soju lines, including the Korean favourite, Chamisul; two whiskey variations; and one wine. Together, this has garnered them a sizeable market share. Hite Brewery Co., Ltd. is the leading player in the Korean alcoholic drinks market, generating a 50.2% share.^{[note 1]}

Jinro's brand of soju is the biggest-selling spirit in the world, according to a survey by the UK-based Drinks International magazine, easily outselling vodka and whisky brands last year.^{[note 2]}

Average adult annual consumption of spirits in South Korea is 9.57 litres, the world's highest, according to 2005 data from the World Health Organisation published last year. The Korean landscape of drinking has resulted in numerous street brawls, increased family violence and other crimes involving drinking. This prevalent problem is further exacerbated due to very minimal government punishment when a crime is committed while under the influence of alcohol.^{[note 3]}

Due to these occurrences, Hite-Jinro has begun putting warning labels on bottles of Chamisul and Beer products with messages reading: "No more drunken violence! Let's improve the wrong drinking culture!"^{[note 4]}

"We felt tremendously responsible for social problems caused by drinking... we will help with efforts to change our drinking culture to a more positive one," said a sales manager at Hite-Jinro, quoted in Chosun Ilbo newspaper.

The increased sales of Soju have led foreign investors to consider acquisitions within the South Korean spirits industry. However, an international firm faces significant competition from a domestic manufacturer.

With HiteJinro's most notable drink, Soju, it has quickly gained momentum and popularity as a vodka substitute. The spirit, which is distilled from rice, barley, and koji, has become a popular import; though, with the company operating in Russia, the US, South Korea, China and Japan, the Korean giant has begun setting its sights on India with a new bottling deal.^{[note 5][8]}

Monika Alcobev Limited, an Indian business, announced its collaboration with HiteJinro in December 2025. Monika Alcobev would take over full ownership for the import, distribution, and marketing of Soju in key Indian cities. After starting in Delhi, Haryana, Chandigarh, Uttar Pradesh, Mumbai, Bengaluru, Hyderabad, and Goa, the rollout will extend to Tier 1 and Tier 2 cities. Popular Soju varieties like Chamisul Fresh, Green Grape, Plum, Strawberry, and Peach will be included in the launch.^[9] The Korean wave is popularising the culture of soju consumption.^[10][11]

• Economy of South Korea