18,000 attend Hite Jinro's Isulive Festival

About 18,000 people attended the 2026 Isulive Festival hosted by Hite Jinro on Saturday.

Now in its sixth edition since launching in 2018, the Isulive Festival is South Korea's only soju brand music festival.

To deliver a distinct brand experience, the festival offered Chamisul draft soju and Terra draft beer produced within 24 hours — a first for the event. A total of 19 products were on offer, including Terra Sparkling and Terra Slush Draft. Around 10,000 bottles of soju (360ml) — including Chamisul and Jinro — and about 50,000 cans of beer (355ml) — including Terra and Kelly — were sold.

The festival moved to Dalbit Festival Park in Songdo, Incheon this year to accommodate a larger crowd. Shuttle bus service expanded to 15 routes to serve visitors traveling from across the country, while alcohol booths grew from six to nine and food booths from 28 to 34.

Performers included Dynamic Duo, Touched, Lee Young-ji and Woodz. "We will continue engaging with our audience through distinctive marketing to become a brand that is truly loved," a Hite Jinro official said.