[DigitalToday reporter Ahn Shin-hye (안신혜)] Lotte Chilsung Beverage said on Wednesday that the value of its beer exports to Mongolia rose about 90 percent last year from a year earlier. It said its global beer exports also grew about 40 percent, helped by strong shipments to Mongolia.

Lotte Chilsung Beverage said it has focused on boosting brand recognition since entering Mongolia's imported beer market in 2024 with Crush. It placed Crush in major local hypermarkets such as NOMIN (HOMNH) in the capital, Ulaanbaatar, and in Korean-affiliated sales channels including E-Mart, GS25 and CU. Crush is now sold at about 2,000 stores in Mongolia, including convenience stores, hypermarkets and supermarket chains.

The company also stepped up consumer marketing alongside securing sales channels. To target younger consumers, it ran brand experience promotions during peak weekend visitor hours at popular clubs in downtown Ulaanbaatar. During the summer vacation season, it expanded the reach of its sales promotions to outlying areas to attract consumers. It also took part as a main sponsor at concerts featuring popular singers and ran social network service promotions through digital content made in collaboration with well-known influencers.

The company said it has analysed that Mongolia's open consumption tendencies influenced Crush's popularity. Mongolia is a country where people aged 39 and under account for more than 60 percent of the population, and it is characterised by a high acceptance of new culture. Interest in K-food has also grown, and demand for Korean beer is on the rise. Korea Customs Service export and import trade statistics showed that beer exports to Mongolia totalled 31,033 tonnes last year, outpacing China, Japan and the United States.

Lotte Chilsung Beverage said its strategy this year is to expand its consumer base in Mongolia and run promotions to broaden the Crush consumer base. It plans to hold tastings and sampling at hotels and restaurants in Mongolia.

A Lotte Chilsung Beverage official said, "We were able to raise brand recognition for Crush in the Mongolian market through a tailored marketing strategy that considered the local liquor market." The official said, "We plan to continue expanding consumer touchpoint promotions so Crush can stand out in Mongolia's imported beer market."