Being a fan of Music Festival, you must have heard about All Points East Festival, it is an annual music festival held over two weekends in London’s Victoria Park. The last festival was held this year, and it was said that 40,000 people attended during the festival from 19th of August to 28th 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?
JINRO Soju, marking the first time 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.
JINRO booth at All Points East Festival
For this festival, JINRO Soju construct the theme and concept “GIANT”, shaped like an open JINRO Soju box, building a two-floor bar with neon bar, a freshen up zone for anyone who purchase JINRO Soju, a Polaroid Zone and exciting prize-led games activation station based on the Korean traditional games.
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. JINRO soju 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, they are more aware of the brand are willing to come back for a second round. 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.
Seeing the crowds queuing up to try JINRO Soju and experiencing the activations, I can’t help by imagining how much JINRO Soju has grown. The JINRO booth was a huge success, and 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, as I am excited myself to witness JINRO Soju 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/