JINRO Unveils Global Collaboration with Netflix'sSeason 3

Limited-Edition Soju Inspired by New Characters and Iconic Symbols from the Global Phenomenon Series to Launch

• Launch of a new limited-edition JINRO Chamisul soju reflecting the universe and new characters of the Netflix series<Squid Game> Season 3
• Large-scale collaboration including<Squid Game> character-based game machine and collectible goods
• Expansion to 18 countries globally, riding on the popularity of the<Squid Game> Season 2 collaboration

SEOUL, South Korea,June 11, 2025/PRNewswire/ -- JINRO, the world's No.1 soju brand by HiteJinro, announced onJune 10its latest collaboration with Season 3 - the highly anticipated season of Netflix's globally acclaimed series.

Building on the success of its Season 2 partnership, JINRO is launching a limited-edition Chamisul soju inspired by the<Squid Game> Season 3 universe and its new characters.

The collection showcases key figures such as the iconic Pink Guards and the beloved JINRO toad, now dressed in a<Squid Game> contestant uniform, further enhancing the collection's visual appeal with strengthened visuals.

The limited-edition also includes the Young-hee game machine, which went viral during the Season 2 campaign, sparking memes and online challenges worldwide. This expanded collaboration follows the major success of the Season 2 launch in late 2024 across Korea,Japan,Australia, andMexico. That release saw all products sold out within a month while related content featuring the Young-hee game machine amassed over 100 million views across social media platforms like YouTube and Instagram. Due to strong demand from additional markets, the Season 3 edition will be released across 18 countries: Korea,the United States,Japan,the Philippines,Malaysia,Indonesia,Thailand,Cambodia,Hong Kong, theUnited Kingdom,Mexico,Australia,Taiwan,Mongolia,France,Bahrain, theUnited Arab Emirates, andLaos.

To celebrate the launch, JINRO has been invited by Netflix as an exclusive brand partner to host a booth at the<Squid Game> Season 3 global fan event. Scheduled forJune 20at Domino Park inNew York City,USA, the JINRO booth will feature JINRO product tastings and giveaways, including a special limited-edition JINRO x<Squid Game> gift kit.

"We are delighted to connect with global consumers through partnerships with internationally renowned pop culture content,"saidHwang Jung-Ho, head of HiteJinro's Overseas Business Division."JINRO will continue to lead in brand outreach through friendly yet innovative marketing efforts."

JINRO BRAND STORY

Since its founding in 1924, JINRO - HiteJinro's global soju brand- has become Korea's leading soju brand and the world's No.1 distilled spirit. Far beyond just a drink, JINRO soju is a cultural connector—bringing people together across countries, communities, and conversations.

Connect with JINRO on social media:

YouTube:youtube.com/@REALSOJU 

Instagram:instagram.com/jinro_global/ 

Facebook: facebook.com/jinro.global 

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SOURCE HITEJINRO