RoK liquor maker opens Korean-style soju bar in Vietnam

Hite Jinro Co., the leading liquor maker in the Republic of Korea (RoK), said on October 9 it has opened its first overseas soju pub in Vietnam, setting a goal to open over 20 such bars in the emerging market by 2020, RoK news agency Yonhap reported.

According to Yonhap, the Korean-style street bar, called pojangmacha, opened in the capital city of Hanoi with a localized concept and design, after running a pop-up store in late 2016. 

The liquor maker said it will open the second street bar next year and increase the number of stores to over 20 by 2020. 

"We will localize the street bar to raise brand awareness among locals and introduce Korean drinking culture to take the lead in Vietnam's soju market," Ahn Ju-hyun, the chief of Hite Jinro Vietnam was cited as saying. 

Its Vietnamese branch logged 2.93 million USD of sales in the first half of this year, already surpassing last year's 2.42 million USD sales.

VNA