As one of the signature event in the Korean American Community, the 35th Los Angeles Korean Festival and 25th Orange County Korean Festival was held on September 25-28 (4 days), 2008 and Oct. 10-12, 2008 (3 days), respectively.

These festive events celebrate the traditional harvesting season (Hangawee) of Korea. However, for the Korean Americans, it is a time to celebrate the community and its advancement in United States. Families, friends, Koreans, non-Koreans come out to enjoy the street parade, concerts, performances, carnival, and traditional and non-traditional eateries. Corporations and small businesses also sponsors and participates in these events to promote and sale their brand, services and products.

For Jinro and Hite, it serves as an opportunity to extend its support for the Korean American community and to show their gratitude for the brand loyalty. Jinro and Hite has been part of this festivity for about 10 years now to a point that attendees automatically look for Jinro’s booth when coming to this event. Once again, Jinro and Hite wowed the crowd by its elaborate booth exhibition. Samples of soju cocktails, and Hite beers were passed out to the crowd. The attendees also had a chance to win Jinro’s prizes from playing the “Plinko” game.

Additionally to promote Jinro’s advertising campaign of the year, B-boy dance performances were held twice each night where the models from the TV ad actually came out to perform for the crowd and judged the dance battle following their performances. Even with the power outage that lasted more than 20 minutes, the crowd did not leave Jinro’s booth in hopes to get a glimpse of the popular dance team.

As the only category sponsor of this event, the Korean Festival is meaningful event that Jinro and Hite is proud to be part of and hopes to continue lending their full support for the community.