TV Soap Gives Korean Beer a Boost in China

      April 14, 2014 10:23

      Exports of Korean beer to China have jumped recently, largely due to the sweeping popularity of the Korean soap "My Love from the Star," which wrapped up airing a few weeks ago.

      According to the Ministry of Agriculture, Food and Rural Affairs on Sunday, the figure stood at US$1.04 million in March, up 201 percent from a year earlier.

      The rise is attributed to the popularity of the show, in which lead actress Jeon Ji-hyun is shown several times enjoying a combination of fried chicken and bottles of beer.

      Korean breweries are now aggressively targeting the Chinese market. Hite Jinro recently introduced a low-calorie beer there with 3.5 percent alcohol content to add to its 2.8 percent beer brewed with European hops.

      Meanwhile, OB Beer is selling a 4.5-percent beer there.

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