[World Today Reporter Choi In-ho] HiteJinro (CEO Jang In-seop) announced on the 3rd that it will launch a new export-only offering called Melon Aiseul, blending the sweet, fragrant notes of melon with the clean finish of soju.
Melon Aiseul (English name: JINRO MELON LIMITED EDITION) is HiteJinro’s seventh fruit liqueur and its fifth export-only limited edition, following Plum Aiseul, Strawberry Aiseul, Peach Aiseul, and Lemon Aiseul. The company plans to introduce it in more than 20 countries, including the U.S., Japan, Vietnam, Australia, and the U.K., starting at the end of March.
According to global research firm IWSR, the ready-to-drink (RTD) alcoholic beverage market grew at an average annual rate of 9.4% from 2019 to 2024 and is projected to reach roughly 77 trillion KRW (about $57.75 billion) by 2029. HiteJinro’s fruit liqueurs have seen explosive growth—an average annual rate of 59% from 2016 to 2024—becoming a key export category.
Melon Aiseul is 13% ABV and offers a subtle melon aroma balanced by moderate sweetness. The company says it refined the base spirit and conducted extensive testing to align with global consumer preferences, resulting in a well-balanced flavor profile.
The limited edition comes in sleek black packaging to convey a premium, collectible feel. Its distinctive design differentiates it from the regular lineup while giving it a trendy, upscale JINRO vibe.
HiteJinro will share product content across its global social media channels and continue engaging directly with consumers.
Hwang Jeong-ho, executive director of the Overseas Business Division, said, “We combined the melon’s distinctive flavor with soju’s clean finish to create a product global consumers can enjoy effortlessly. With this limited-edition Melon Aiseul, we’ll keep driving JINRO’s global appeal through innovative products and marketing.”
