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The newly redesigned packaging of Hot6 / Lotte Chilsung Beverage

Lotte Chilsung Beverage announced on the 1st that it has completely overhauled the package design of its energy drink brand "Hot6" for the first time in three years and is launching a new brand campaign.

This renewal focuses on strengthening Hot6's unique brand heritage while more intuitively conveying a sense of intense energy and a challenging spirit.

Instead of the previous phoenix imagery, the new design features curved graphics that embody a soaring phoenix's wings. A vivid blue color—symbolizing the hottest burning flame—dominates the front of the can, and the product name has been placed front and center to enhance visibility. The company explained that this over-the-top look significantly amplifies the product's presence and identity as a leading energy drink brand.

Alongside the packaging redesign, a new brand campaign will also swing into motion. Under the core slogan "Ignite the Energy Within, Light Up Your Hottest Flame," Lotte Chilsung Beverage will run outdoor advertisements in major districts across Seoul, including Seongsu and Gangnam, for about a month from June 29 to July 28.

During the same period, the company's official online mall, "Chilsung Mall," will host a promotional scratch-card event to celebrate the renewal. Participating customers can win mobile gift icons and exclusive Chilsung Mall discount coupons.

The newly designed Hot6 cans are available at Chilsung Mall, online shopping platforms, major hypermarkets, and convenience stores nationwide.

First launched by Lotte Chilsung Beverage in 2010, Hot6 has built solid brand awareness among young consumers through its intense color schemes and dynamic brand concepts. Recently, the brand has been expanding its lineup to align with the growing zero-sugar and low-calorie trends.

The current portfolio comprises the Original and Zero lines, a high-caffeine lineup called "Hot6 The King," and "Hot6 Glow," a low-calorie option utilizing plant-derived caffeine. In May, the company tapped actress Kim Hyang-gi as the advertising face for Hot6 Glow, projecting an image of an energy drink that can be enjoyed casually in daily life.

Lotte Chilsung Beverage’s sales in the energy drink category have seen steady growth, rising from 79 billion won in 2023 to 96.5 billion won in 2024, and crossing the milestone to reach 107.2 billion won in 2025. The beverage maker has been actively expanding its touchpoints with young consumers by focusing on music, e-sports, and gaming, which included serving as an official sponsor for the World DJ Festival, a prominent domestic EDM festival, last year.

"This renewal was designed to deliver a trendier and more intense brand image while preserving Hot6's core identity," a Lotte Chilsung Beverage official stated. "Moving forward, we will continue to provide distinct brand experiences through various marketing activities and further solidify our standing as South Korea's representative energy drink brand."

                                                                                                       Jeong Mun-kyung