Jinro is the most influential soju brand in South Korea. Founded in 1924, it has a history of nearly 100 years. Jinro is fermented and distilled from pure water, rice, sweet potatoes and other grains. The alcohol content is between 16.5 and 21.5 degrees. It is characterized by freshness, purity and sweetness. In 2011, it established a joint venture with the first Korean beer company to establish Hite Truffle Co., Ltd., thus occupying the first place in the sales of beer and soju in South Korea. And with the K-FOOD boom, Jinro has been exported to more than 82 countries around the world, surpassing South Korea and developing into a more diversified international brand. In 2008, Truffle officially entered the Chinese market and won the favor of many young consumers because of its low degree, good taste and no burden.