HiteJinro announced on the 7th that it will launch a limited edition featuring the domestic beer brand "TERRA" and the world-famous game character "PAC-MAN."
According to HiteJinro on that day, this collaboration is designed to enhance the popularity of the TERRA brand and expand consumer experience touchpoints. The company plans to convey the retro sentiment of PAC-MAN to the 2030 generation and evoke nostalgia among the 4050 generation to widen the shared understanding. PAC-MAN, launched in 1980, is the most sold arcade game in the world and is listed as a global game character in the Guinness Book. It has collaborated with various brands, including BMW, Oreo, and Pizza Hut.
The TERRA x PAC-MAN limited edition will be presented in a 500mL bottle for entertainment channels and a 453mL can product for home channels. Various activities that resonate with different generations and allow for direct experiences have also been prepared to commemorate the launch.
The limited edition products come with a QR code, and after age verification, users can access the PAC-MAN game by recognizing the TERRA label with AR functionality. The game incorporates motions that illustrate TERRA's real carbonation, enhancing liveliness and immersion. It will operate for about two months, and scores can be checked up to the 100th place through a national ranking system.
Some large supermarkets will operate gallery displays with an arcade concept, simultaneously conducting AR game experiences and tasting events. Limited edition goods, including hair ties and dedicated glasses featuring the TERRA x PAC-MAN design, will be available in large supermarkets, convenience stores, and restaurants.