Jinro – Social Media Localization - 2025
“Localizing a global brand to feel relevant to Indonesian audiences.”
The Brief
Jinro aimed to enter the Indonesian market through localized content that feels culturally familiar while preserving the brand’s playful, youthful identity. The objective was to introduce Jinro not just as an international soju brand, but as one that can naturally exist within Indonesian social moments and visual culture.
By blending local culture with Jinro’s fun and expressive tone, the brand sought to feel approachable yet aspirational. Inviting curiosity from audiences who may not yet be deeply familiar with soju or drinking culture.
The Challenge
Indonesia’s strict advertising regulations and cultural sensitivities around alcohol created a complex environment for brand communication. The challenge was to remain compliant while still producing content that feels expressive, relevant, and true to Jinro’s playful identity, especially in a market without a strong public drinking culture.
The Process
We began with in-depth cultural research to identify everyday visuals, humor, and social moments that resonate with Indonesian audiences. These insights were translated into playful, lifestyle-driven concepts that align with Jinro’s global brand language while feeling distinctly local.
By featuring diverse local talents and focusing on lighthearted, culturally familiar scenarios, we shifted the narrative away from consumption and toward moments of connection, allowing Jinro to feel naturally embedded within Indonesian contexts..
Deliverables
A monthly content package consisting of one short-form social media video reel and eight concepted lifestyle and product photographs, designed for consistent and adaptable use across Jinro’s digital platforms.
The Result
The localized approach received strong positive feedback from the client and delivered higher audience engagement compared to similar Jinro initiatives in other markets, reinforcing the value of culturally grounded storytelling in building brand relevance.
