Since its launch in 2019, the volume of Terra lager sold would fill about 729 Olympic-size swimming pools
South Korean brewer HiteJinro has announced that its flagship lager, Terra, has now sold over 5.5 billion bottles since its March 2019 debut—equivalent to around 28 bottles per second, or approximately 1.67 billion litres, as of 30 June 2025, enough to fill some 729 Olympic-sized swimming pools. On average, each adult in South Korea has consumed roughly 127 bottles.
From its launch, Terra has broken records by selling 1 million boxes within just 39 days of launch, firmly establishing itself as a leading beer brand in the country. Despite the COVID-19 pandemic, the brand still sustained an impressive average annual growth rate of around 9% over the past six years.
In July last year, HiteJinro expanded the Terra family by introducing Terra Light, a light lager crafted from 100% clean Australian malt and produced using an extraction process four times longer than standard methods, ensuring a beer-like flavour despite its lighter profile.
Packaged in transparent bottles with cobalt-blue labels and handwritten-type fonts to evoke freshness and lightness, Terra Light quickly became the country’s top-selling light beer in hypermarkets within a month of its launch, outselling the nearest competitor by more than 1.5 times.
To reduce costs for consumers, the brand extended its offerings with 490 ml cans for home use, complementing its unique 500 ml bottles intended for on-premises consumption. Under its “Jump Up 2025” marketing slogan, the brewer released a limited-edition Terra X Pac-Man collaboration, building on previous tie-ups with local celebrities.
This summer, HiteJinro is staging brand experiences across major resort destinations. In Busan, a pop-up “Dookkeop Market” at Millak Market remains open until 30 September, with weekend tastings and prize events in Haeundae. At the same time, promotional efforts are underway in Gangwon Province’s Yangridangil and Jeju’s Ihoteu Beach (until 31 August), in collaboration with local merchant associations, featuring tastings, events, and merchandise giveaways.
