South Korean drinks giant HiteJinro is leaning into the global K-pop phenomenon with a new limited edition release. The brand has reimagined its famous toad mascot, transforming the character into a K-pop star for a special label design.
According to FoodNavigator Europe, the move is intended to capitalise on the ongoing international wave of interest in Korean music and entertainment. The updated packaging brings a modern, pop-culture twist to the traditional soju brand.
