WINNERS GALLERY

Chamiseul made its debut in the Korean soju market in October 1998. Within just two years of its launch, the brand captured over 50% of the national Soju market share. Since then, HiteJinro has spearheaded a variety of marketing campaigns centered around Chamiseul, ushering in a new era in the Soju industry. With a host of “firsts” under its belt, Chamiseul has risen to become a global alcoholic beverage brand.

Chamiseul has sold a cumulative total of approximately 40.4 billion bottles, the highest in Korea’s soju industry. This astonishing figure equates to more than 11 round trips from Earth to the Moon or circling the Earth 224 times.

At the time of Chamiseul’s release, HiteJinro broke the conventional notion that Soju must be 25% alcohol by volume by introducing a 23% version. The company has continued to push boundaries ever since. In 1999, it was the first Soju brand to feature a female model (Lee Young-ae), and in 2014, it launched Korea’s first Soju pop-up store, “Iseul Pocha.” In 2015, it introduced an online music content platform, “Iseul Live,” and in 2018, hosted Korea’s first music festival by a Soju brand, the “Iseul Live Festival.” That same year, Chamiseul became the first to introduce braille labeling on PET bottles, and in 2019, it earned an environmental product declaration, leading trends across the industry.

Since its launch, Chamiseul has undergone 16 product renewals. Notably, in February last year, HiteJinro enhanced its patented bamboo charcoal filtration process from four to five cycles, achieving an even cleaner taste and smoother finish.