The strategy of Lotte Chilsung Beverage illustrates the approach of Korean companies to entering the Mongolian market, emphasizing the acceptance of new cultures and the characteristics of Mongolia's young generation.
In order to attract a youth audience and leverage Mongolia's openness to new cultural influences, the company is strengthening its distribution and marketing efforts.
On the Mongolian beer market, Krush beer from Lotte Chilsung Beverage is actively increasing its presence.
According to MiddleAsianNews, in 2025, the export volume of Lotte Chilsung Beverage's beer to Mongolia increased by 90% compared to the previous year. As a result of the growth in exports to Mongolia, the company's overall beer export also increased by 40% last year.
In 2024, Lotte Chilsung Beverage focused on raising brand awareness for "Krush" after entering the Mongolian market. It is expanding its distributor network, especially in the capital Ulaanbaatar, and offering Krush in major supermarkets such as NOMIN, as well as in Korean stores including E-mart, GS25, and CU. Currently, Krush is available at around 2000 points, including convenience stores and supermarkets in Mongolia.
In addition to strengthening sales channels, the company has also intensified its marketing efforts. To attract the youth, advertising events were organized in popular clubs in Ulaanbaatar on weekends. The summer holidays provided an opportunity to expand advertising activities in remote areas, as well as to participate as a main sponsor of concerts featuring well-known artists. On social media, the company utilized digital content created in collaboration with popular influencers.
The characteristics of Mongolia's open consumer culture have also become an important factor in the popularity of Krush. More than 60% of the country's population is under 39 years old and shows a high receptiveness to new cultural trends.
Moreover, the growing interest in Korean cuisine contributes to the increasing demand for Korean beer. In 2022, beer exports to Mongolia reached 31,033 tons, exceeding supplies to China, Japan, and the USA, according to data from the Korea Customs Service.
This year, Lotte Chilsung Beverage plans to expand its customer base in Mongolia and diversify the demographics of Krush beer consumers through various advertising initiatives. To achieve these goals, the company intends to organize tastings and promotional events for its products in local restaurants and hotels.
A representative of Lotte Chilsung Beverage noted: "Thanks to our marketing strategy, adapted to the local characteristics of the alcoholic beverage market, we have been able to quickly increase brand awareness of 'Krush' in Mongolia," adding that "we intend to continue expanding advertising campaigns aimed at consumers so that Krush becomes even more prominent in the country's imported beer market."
