Min Ji Son Global Economic News MAJOR South Korean liquor company Hite Jinro Co. aims to boost its exports of soju (including Chamisul and Jinro Flavored Soju Green Grape) to the Chinese market to top 1 million boxes this year. It is the second time that the exports of Hite Jinro’s soju are expected to surpass 1 million boxes to a single country since the firm did so to Japan in 1994. Sales of Hite Jinro’s soju in the Chinese market have been steadily growing at average growth rate 41 percent annually since 2018. It sold 878,000 boxes last year, an increase of about 56 percent year on year. Fruit flavored soju has increased significantly and is estimated that it had grown 103 percent every year until last year. The proportion of fruit flavored soju among whole soju exports also increased from 14 percent in 2017 to 60 percent this year. | 