HiteJinro sponsors leading UK music fest, boosts soju presence in Europe
IndustryAug 30, 2024
South Korea's top soju maker HiteJinro is intensifying its efforts to penetrate the European market, where soju is rapidly gaining popularity and increasingly integrated into local cultural activities. The company announced on Friday that it served as an official sponsor for this year's All Points East, a prominent music festival in the UK held at London's Victoria Park, from Aug. 16 to 25. First held in 2018, APE features world-class musicians and attracts over 200,000 attendees