The strategy of Lotte Chilsung Beverage emphasizes that Korean companies entering the Mongolian market strive to be open to new cultures and the characteristics of the local youth.

Actively developing its distribution and marketing, the company targets the youth audience and leverages Mongolia's openness to novelty.

Krush beer from Lotte Chilsung Beverage is quickly gaining popularity in the Mongolian beer market.

According to MiddleAsianNews, the export of Lotte Chilsung beer to Mongolia increased by approximately 90% in 2025 compared to the previous year. This contributed to a 40% growth in the company's overall beer exports last year.

In 2024, Lotte Chilsung Beverage focused on increasing brand awareness of "Krush" after its entry into the Mongolian market. The company is expanding its distribution network, covering the capital Ulaanbaatar, and sells Krush in major supermarkets such as NOMIN, as well as in Korean retail chains like E-mart, GS25, and CU. Currently, Krush is available in about 2000 stores, including supermarkets and convenience stores.

In addition to strengthening sales channels, the company is actively developing consumer marketing. To attract the youth audience, advertising events are held in popular clubs in Ulaanbaatar on weekends. In the summer, the company expanded its advertising activities to remote areas to reach consumers. It also served as the main sponsor of concerts featuring well-known artists and utilized social media for promotion through content created in collaboration with famous influencers.

One of the reasons for Krush's popularity is the unique open consumer culture of Mongolia. More than 60% of the country's population is under 39 years old, making the youth particularly receptive to new cultural influences.

The growing interest in Korean cuisine also contributes to the increasing demand for Korean beer. According to statistics from the Korea Customs Service on export-import trade, the volume of beer exported to Mongolia last year amounted to 31,033 tons, surpassing exports to China, Japan, and the USA.

For the current year, Lotte Chilsung Beverage aims to expand its customer base in Mongolia and increase the number of Krush beer consumers through various advertising campaigns. In this direction, tastings and promotional events are planned to be held in hotels and restaurants across the country.

A representative of Lotte Chilsung Beverage noted: "Thanks to the established marketing strategy that takes into account the specifics of the local alcoholic beverage market, we have significantly increased the brand awareness of Krush in Mongolia," adding: "We intend to expand consumer advertising campaigns so that Krush stands out in the imported beer market in the country."

Published Date:2026-03-25