Cibi e Bevande
JINRO Unveils Global Collaboration with Netflix's Season 3
Building on the success of its Season 2 partnership, JINRO is launching a limited-edition Chamisul soju inspired by the <Squid Game> Season 3 universe and its new characters.
The collection showcases key figures such as the iconic Pink Guards and the beloved JINRO toad, now dressed in a <Squid Game> contestant uniform, further enhancing the collection's visual appeal with strengthened visuals.
The limited-edition also includes the Young-hee game machine, which went viral during the Season 2 campaign, sparking memes and online challenges worldwide. This expanded collaboration follows the major success of the Season 2 launch in late 2024 across Korea, Japan , Australia , and Mexico . That release saw all products sold out within a month while related content featuring the Young-hee game machine amassed over 100 million views across social media platforms like YouTube and Instagram. Due to strong demand from additional markets, the Season 3 edition will be released across 18 countries: Korea, the United States , Japan , the Philippines , Malaysia , Indonesia , Thailand , Cambodia , Hong Kong , the United Kingdom , Mexico , Australia , Taiwan , Mongolia , France , Bahrain , the United Arab Emirates , and Laos .
To celebrate the launch, JINRO has been invited by Netflix as an exclusive brand partner to host a booth at the <Squid Game> Season 3 global fan event. Scheduled for June 20 at Domino Park in New York City , USA , the JINRO booth will feature JINRO product tastings and giveaways, including a special limited-edition JINRO x <Squid Game> gift kit.
"We are delighted to connect with global consumers through partnerships with internationally renowned pop culture content," said
Hwang Jung-Ho , head of HiteJinro's Overseas Business Division. "JINRO will continue to lead in brand outreach through friendly yet innovative marketing efforts."
JINRO BRAND STORY
Since its founding in 1924, JINRO - HiteJinro's global soju brand- has become Korea's leading soju brand and the world's No.1 distilled spirit. Far beyond just a drink, JINRO soju is a cultural connector—bringing people together across countries, communities, and conversations.
YouTube: youtube.com/@REALSOJU
Instagram: instagram.com/jinro_global/
Facebook: facebook.com/jinro.global
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