HiteJinro Co. brought back its signature electronic dance music festival in Cambodia, drawing 100,000 attendees to a three-day event in Phnom Penh as the Korean distiller deepens its foothold in Southeast Asia.
The festival, held at Koh Pich Island from November 14-16, marked its return after a four-year pause due to pandemic restrictions. The event showcased the company’s popular soju brands including Chamisul and Green Grape variants.
The festival’s revival comes as HiteJinro expands its retail presence across Cambodia’s major chains. The company’s products now reach customers through 175 locations across AEON Mall, DFI Lucky, and Seven-Eleven stores.
Local distributor data indicates a significant shift in consumer demographics, with Cambodian customers accounting for over 90% of sales last year. This marks a departure from the traditional expatriate-driven market for Korean spirits.
The company’s strategy appears to be paying off, with soju exports to Cambodia climbing at a 31% compound annual growth rate over the past five years. The festival’s success signals HiteJinro’s growing influence in Cambodia’s evolving alcoholic beverage market.
