Hite Jinro Co., South Korea's leading liquor maker, said Monday it has opened its first overseas soju pub in Vietnam, setting a goal to open over 20 such bars in the emerging market by 2020.
The Korean-style covered street bar, called pojangmacha, opened in the capital city of Hanoi with a localized concept and design, after running a pop-up store in late 2016.
The liquor maker said it will open the second street bar next year and increase the number of stores to over 20 by 2020.
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"We will localize the street bar to raise brand awareness among locals and introduce Korean drinking culture to take the lead in Vietnam's soju market," Ahn Ju-hyun, the chief of Hite Jinro Vietnam said.
Its Vietnamese branch logged $2.93 million of sales in the first half of this year, already surpassing last year's $2.42 million sales.
Hite Jinro's soju brand, Chamiseul, ranked the number one selling liquor in the world for the 16th straight year, according to Drinks International, a British publication. (Yonhap)