original_query: What was the goal of Jinro when they launched the Chamisul brand in South Korea?
query: What was the goal of Jinro when they launched the Chamisul brand in South Korea?
answer: Jinro's goal when launching Chamisul was to break the stereotype that soju had to be 25% ABV to be palatable, changing its image from a strong spirit to a 'soft and clean' one.