South Korea: HiteJinro tops list of customer satisfaction with local beer producers

The South Korean Chosun Ilbo newspaper survey of customer satisfaction with local beer producers places HiteJinro top of the list; followed closed by OB Brewery and Lotte Chilsung Beverage in joint second place, Asia Brewers Network reported on September 19.

In this year’s National Customer Satisfaction Index (NCSI) survey of South Korea’s beer manufacturing industry, HiteJinro Co. emerged in first place with a score of 75 points, narrowly edging out OB Brewery and Lotte Chilsung Beverage, which both tied for second with 74 points. Commissioned by leading daily newspaper, Chosun Ilbo, the NCSI survey targeted consumers who had consumed the same beer brand at least twice within the previous month, asking them to rate their satisfaction.

HiteJinro’s victory reflects its strategic efforts to broaden its appeal through innovation and targeted marketing. The company has been promoting Terra and Kelly as its flagship brands. Terra, already gaining popularity, launched Terra Light, a variant free of sugars and sweeteners, in line with growing demand for healthier products. To mark the sixth anniversary of Terra this year, HiteJinro refreshed its packaging and rolled out the “Terra Jump Up 2025!” campaign to reinforce its image as a trendsetter.

Kelly, introduced two years ago, has been particularly effective in capturing younger consumers with limited‐edition offerings and collaborations, notably the “Kelly Fresh Hop Edition” and the “Kelly x Wiggle Wiggle Collaboration”. To associate its brands with active, healthy lifestyles, HiteJinro has also engaged in sponsoring running events such as the Seoul Marathon and the Mudo Run organised by Coupang Play, a Korean streaming video service.

Lotte Chilsung, which shared second place has achieved success with its beer brand Crush, which it launched in 2022, and which stood out with its transparent bottle design inspired by icebergs. This year it introduced a Full Open Tab can that opens completely, adding novelty. Its other premium brand, Kloud, was rebranded earlier this year with a new taste and novel packaging to target consumers seeking an upscale beer experience. The company is also in its second year sponsoring local soccer team, FC Seoul, enhancing visibility among sports fans.

OB Brewery has doubled down on reviving its Cass line of Cass Fresh, Cass Light, Cass 0.0, and Cass Lemon Squeeze, through a large‐scale redesign and product extensions. New launches this summer have included Cass Fresh Ice and the Hanmac Extra Creamy Draft Can which was added to the Hanmac portfolio. OB’s dual‐brand strategy of “Cool Cass” versus “Smooth Hanmac” has proven successful in offering contrasting profiles under the same corporate umbrella.

The NCSI survey forms part of a much wider set of 18 industries covering 68 companies and is held in high regard, as the industries surveyed represent approximately 79% of South Korea’s GDP. As the beer market grows and consumer taste diversifies with increasing interest in healthier options, design, and collaboration, beverage producing companies such as HiteJinro, OB, and Lotte appear to be adapting well, concludes the survey report.