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Lotte Chilsung Refreshes Hot6 Energy Drink with New Packaging and Campaign

South Korea 01.07.2026
Source: en.asiatoday.co.kr
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Lotte Chilsung Beverage has updated the packaging of its Hot6 energy drink for the first time in three years. The new design aims to enhance the brand's energy appeal with a vivid blue color and phoenix imagery.

Lotte Chilsung Beverage has announced a major overhaul of its Hot6 energy drink's packaging, marking the first redesign in three years. The updated packaging features a vibrant blue color, meant to symbolize the hottest flame, and incorporates curved graphics that represent a soaring phoenix's wings. This change is intended to strengthen Hot6's brand identity and enhance its visibility among consumers.

The brand is also launching a new campaign under the slogan "Ignite the Energy Within, Light Up Your Hottest Flame." This campaign will include outdoor advertisements in key areas of Seoul, such as Seongsu and Gangnam, running from June 29 to July 28. Additionally, Lotte Chilsung's official online store, Chilsung Mall, will host a promotional scratch-card event where participants can win mobile gift icons and exclusive discount coupons.

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Hot6 was first introduced by Lotte Chilsung Beverage in 2010 and has since gained popularity among young consumers due to its bold color schemes and dynamic brand concepts. The product lineup includes Original, Zero, and Hot6 The King, a high-caffeine variant, as well as Hot6 Glow, which is marketed as a low-calorie option using plant-derived caffeine.

Recent sales figures indicate steady growth in the energy drink category for Lotte Chilsung. Sales increased from 79 billion won in 2023 to 96.5 billion won in 2024, and are projected to reach 107.2 billion won in 2025. The company has been actively engaging with young consumers through partnerships with music and e-sports events, including sponsorship of the World DJ Festival, a major electronic dance music festival in South Korea.

An official from Lotte Chilsung Beverage stated that the redesign aims to deliver a trendier and more intense brand image while preserving the core identity of Hot6. The company plans to continue offering distinctive brand experiences through various marketing activities to solidify its position as a leading energy drink brand in South Korea.