HiteJinro Releases Limited Edition 'Chamisul × J.ESTINA' Goods
[Asia Economy Reporter Seungjin Lee] HiteJinro announced on the 16th that its soju brand Chamisul will release limited edition goods in collaboration with jewelry brand J.ESTINA. This is the first collaboration between domestic liquor and jewelry industries.
The limited edition goods were created using Chamisul's iconic dew drop and J.ESTINA's tiara design. The set includes a pendant necklace shaped like a dew drop and a soju glass adorned with a pink dew drop and a rose gold tiara, adding a touch of luxury. From the 19th to August 1st, 500 sets will be sold exclusively through Musinsa for two weeks. Afterwards, some quantities will be available at HiteJinro's Dukkupsanghoe, J.ESTINA's official online store, and offline stores.
This collaboration originated from the brands' shared model, IU. IU has been the longest-serving model for Chamisul for seven years and has also been a model for J.ESTINA since 2020. Both companies expect positive synergy effects from the release of these goods.
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Seongtaek Oh, Executive Director of Marketing at HiteJinro, stated, "As a representative brand of Korea, we will continue marketing activities that allow consumers to directly experience Chamisul's clean brand image through various attempts."
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