Hite Jinro launches Jinro Light soju with 25% fewer calories

Hite Jinro announced Tuesday it will release a limited-edition soju, Jinro Light, with 25% fewer calories than the original Jinro.

Jinro Light is billed as the lowest-calorie soju on the domestic market. The zero-sugar product carries an alcohol content of 11.7 percent and comes in a 360ml bottle. The company says it offers an exceptionally clean finish and a refreshing drinking experience.

The packaging features a slim toad character spinning a hula hoop on the front label, with a two-tone bottle cap incorporating the hula hoop's pink color to set the design apart.

Hite Jinro plans to promote the product through social media content highlighting its low-calorie profile, while also targeting younger consumers with branded merchandise including hula hoop keyrings and keycap keyrings. Jinro Light will be available starting Sunday at restaurants, bars, hypermarkets and other major retail channels.