HiteJinro carried out promotional activities in Japan during the cherry blossom season, engaging local consumers through cultural events tied to the traditional spring custom of hanami.
The campaign was designed to align with hanami, a Japanese tradition of enjoying food and drinks under blooming cherry blossoms. HiteJinro participated in major events including the Ueno Cherry Blossom Festa held on March 28–29 and the Nagoya Castle Spring Festival on April 4–5, where it operated branded booths for its flagship soju, Chamisul. The company said more than 10,000 visitors attended its booths during the events.
At the venues, HiteJinro introduced a limited-edition soju cocktail, “Chamisul Sparkling Wari,” tailored to match the festive cherry blossom atmosphere. Based on its peach-flavored soju, the drink featured a light sweetness and vibrant color, attracting positive responses from visitors. Approximately 2,000 servings prepared for the events were sold out.
The company also set up interactive experiences, including booth designs incorporating Chamisul’s signature water droplet imagery and photo zones featuring its “Toad” character. These elements, designed to blend with the cherry blossom scenery, helped increase on-site engagement while encouraging visitors to share their experiences on social media, amplifying online visibility.
Hwang Jung-ho, executive vice president of HiteJinro’s global business division, said the participation in Japan’s cherry blossom festivals provided an opportunity for local consumers to experience the brand in a natural and culturally relevant setting.
