HiteJinro announced on the 29th that its soju brand "Jinro" is collaborating with the dermocosmetic brand "Hae-bit Research Institute Cell Fusion C."
According to HiteJinro that day, Jinro has been actively collaborating with different industries targeting the MZ generation and has focused on communicating with young consumers. HiteJinro's strategy is to establish Jinro not just as a product but as an everyday icon brand through this collaboration.
This collaboration was planned in conjunction with the summer season to emphasize Jinro's brand image, partnering with Cell Fusion C, which is leading the cooling trend in the beauty industry. The goal is to evoke consumers' desire to collect by adding a cute and cheerful illustration of Jinro's mascot, the toad, to the packaging of Cell Fusion C's representative cooling products.
The collaborative products utilized the witty message "Cool time is back." They will operate in three types: ▲ Cooling pad set (70 pieces) + ice cooler ▲ Cooling sun cream + keyring pouch ▲ Cooling sun patch. The design features a refreshing impression with a blue-themed package alongside Jinro's mascot, the blue toad character.
The three planned products will be unveiled for the first time on that day at "Musinsa Beauty," and they will be available in a dedicated showcase on the website. Additionally, they can be purchased through various online channels such as Cell Fusion C's online store, ably, Zigzag, and a promotional event will be held where limited merchandise "toad chilling bags" will be given away to commemorate the collaboration.
To commemorate the collaboration, Cell Fusion C will hold a cooling line moving pop-up from the end of this month at five universities in Seoul and in Seongsu-dong, targeting 2030 consumers. Various events such as a roulette, a lottery game, and product testing are planned, and the collaborative products from Jinro and Cell Fusion C will be available at the event site.