South Korean soju giant HiteJinro is expanding its global footprint with its first overseas production facility in Vietnam, tapping CJ OliveNetworks to develop the smart factory. The move comes as the century-old liquor maker seeks to capitalize on growing export demand and strengthen its presence in Southeast Asian markets.
Set for completion in 2026, the Vietnam plant is expected to churn out more than 1 million cases of soju per year. While this expansion signals HiteJinro’s ambitions, it remains to be seen how the company will navigate local regulations and consumer preferences in a new market.
CJ OliveNetworks, tasked with designing custom automation systems and implementing an integrated management platform, faces the challenge of adapting Korean production methods to Vietnamese conditions. The project’s success will hinge on effectively transferring technology and maintaining quality consistency across borders.
As competition in the global spirits market intensifies, HiteJinro’s Vietnam venture represents a significant bet on international growth. However, the company may need to address concerns about cultural sensitivity and responsible alcohol marketing as it expands its soju empire beyond Korean shores.
