South Korean beverage company HiteJinro is strengthening its presence in Australia with the launch of a flagship bar in Melbourne designed to introduce local consumers to Korean drinking culture.
The company announced that it opened Jinro Pocha Melbourne on Feb. 27, positioning the venue as a central hub for promoting soju and expanding its brand recognition in the Australian market. Jinro, one of HiteJinro’s best-known labels, serves as the centerpiece of the new concept.
Inspired by Korea’s Street Food Culture
The name “pocha” comes from pojangmacha, a type of casual street stall in Korea where customers gather to enjoy food and alcoholic drinks. These street-side venues became especially popular in the 1970s — the same period when the Jinro brand began gaining national prominence.
Drawing inspiration from that tradition, Jinro Pocha Melbourne combines elements of Korea’s street dining culture with a modern interior design. The venue features decorative elements tied to the Jinro brand, including figurines of its well-known toad mascot and exclusive merchandise from HiteJinro.
A Menu Built Around Korean Drinking Traditions
The bar offers a range of drinks centered on HiteJinro’s products. Customers can order Jinro soju and Terra beer, along with cocktails and highballs made using the company’s spirits.
To complement the drinks, the venue also serves Korean dishes typically enjoyed in social drinking settings. Menu items include Korean-style beef tartare, buckwheat noodles dressed with perilla oil and crispy potato pancakes.
By pairing food with alcohol, the concept aims to recreate a key element of Korea’s dining culture, where drinks are often shared alongside multiple dishes in a relaxed group atmosphere.
Targeting Melbourne’s Diverse Food Scene
HiteJinro selected Melbourne for the flagship location because of its well-known multicultural food culture and active nightlife. The city’s openness to global cuisines and beverage trends makes it a strategic location for introducing Korean products to a broader audience.
The company is also marking the opening with a promotional launch week that includes discounts and raffles for customers who spend over 150 Australian dollars.
Growing Demand for Soju in Australia
HiteJinro has been experiencing steady growth in the Australian market. Major liquor retailers such as BWS and Dan Murphy’s have begun stocking the company’s products, expanding their availability across the country.
Dan Murphy’s, in particular, has created dedicated shelf space for Jinro’s fruit-flavored soju varieties as well as the brand’s classic Chamisul lineup in many of its stores nationwide.
According to the company, its soju sales in Australia increased by about 20 percent last year, reflecting growing interest in Korean beverages.
Expanding Global Awareness of Korean Drinks
HiteJinro attributes some of its recent success to increased marketing efforts aimed at raising brand visibility. The company has promoted its products through initiatives such as advertising on Sydney’s light rail system and participating in events like the Sydney Spirits Festival.
Through projects like Jinro Pocha Melbourne, the company hopes to further introduce international consumers to Korea’s social drinking traditions while strengthening its global brand presence.
As Korean culture continues to gain popularity worldwide, HiteJinro is positioning soju not only as a beverage but also as part of a broader lifestyle experience.