Hite Jinro, Fresh Renewal Reflecting Maehwasu Trend
May 28, 2025
The apricot flower is newly born reflecting the recent trend in the liquor market. Hite Jinro announced that it will completely refurbish its flagship plum liquor brand 'Maehwasu' more smoothly and lightly. It is the first renewal in five years since 2020, and new main qualities and package designs will be introduced.
The renewal reflected the trend of the low-level alcohol market and the needs of the MZ generation, who prefer drinking without burden. To this end, the alcohol content was lowered from 12 degrees to 9 degrees and the alcohol quality was improved so that the flavor and sweetness of the rich plum could be enjoyed more lightly.
In addition, the font on the front of the trademark was changed and the plum flower design and color were changed fresher to add visual brightness.
In commemoration of the renewal of Maehwasu, Hite Jinro will provide an opportunity to experience the brand directly in university districts and major commercial districts in the Seoul metropolitan area. It plans to hold a promotional event called 「Plum Blossom Water Change Temperature Exclusive Cup」 in which plum blossoms bloom from a glass that utilizes product characteristics.
In addition, it is expected that actor Moon Ji-won will be selected as a model for Maehwasu along with the renewal to further enhance the bright image of the product. Hite Jinro is known to grow together by selecting a prominent new actor as a Maehwasu model. Kyung Soo-jin, Chae Soo-bin, Kwon Ah-reum, and Shin Seul-ki, who used to be models for Maehwasu in the past, also rose to the star ranks by raising awareness.
Meanwhile, Maehwasoo, launched in 2002, is a steady seller product that is popular with female consumers and low-dose preferences for its fresh plum scent and soft taste, made of plum undiluted solution after low-temperature maturation of high-quality green plum. It contains Hite Jinro's own 101-year manufacturing technology and is leading the domestic fruit liquor market by introducing it at a reasonable price.
The renewal reflected the trend of the low-level alcohol market and the needs of the MZ generation, who prefer drinking without burden. To this end, the alcohol content was lowered from 12 degrees to 9 degrees and the alcohol quality was improved so that the flavor and sweetness of the rich plum could be enjoyed more lightly.
In addition, the font on the front of the trademark was changed and the plum flower design and color were changed fresher to add visual brightness.
In commemoration of the renewal of Maehwasu, Hite Jinro will provide an opportunity to experience the brand directly in university districts and major commercial districts in the Seoul metropolitan area. It plans to hold a promotional event called 「Plum Blossom Water Change Temperature Exclusive Cup」 in which plum blossoms bloom from a glass that utilizes product characteristics.
In addition, it is expected that actor Moon Ji-won will be selected as a model for Maehwasu along with the renewal to further enhance the bright image of the product. Hite Jinro is known to grow together by selecting a prominent new actor as a Maehwasu model. Kyung Soo-jin, Chae Soo-bin, Kwon Ah-reum, and Shin Seul-ki, who used to be models for Maehwasu in the past, also rose to the star ranks by raising awareness.
Meanwhile, Maehwasoo, launched in 2002, is a steady seller product that is popular with female consumers and low-dose preferences for its fresh plum scent and soft taste, made of plum undiluted solution after low-temperature maturation of high-quality green plum. It contains Hite Jinro's own 101-year manufacturing technology and is leading the domestic fruit liquor market by introducing it at a reasonable price.
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This article was translated by Naver AI translator.
