Great Interest in Expanding Raw Rice Consumption
Continued Efforts for Win-Win with Local Farmers
Theborn Korea Launches ‘Baeksul.com’
‘2023 Myeongju Festa’ Until the 19th
"We hope that our traditional liquor, made using rice soju as a base and utilizing Korea's unique local specialties, will establish itself as a representative tourism product of Korea."
Baek Jong-won, CEO of The Born Korea (center in the photo), has recently been enjoying 'Baekgeolli' with consumers. [Photo courtesy of The Born Korea]
Baek Jong-won, CEO of The Born Korea, has become deeply fascinated by the charm of traditional liquor. He personally operates the brewery Baeksul Doga, developed the 'Premium Baekgeolli,' and launched the traditional liquor community 'Baeksul.com' to share various information with consumers. Recently, he formed the 'Baeksul.com Team' within the company to invite various breweries and plan tasting and sales events.
According to The Born Korea on the 13th, the '2023 Myeongju Festa' will be held near Yesan Market in Chungnam from today until the 19th. Myeongju Festa is an event where you can experience over 130 traditional liquors produced by more than 40 breweries nationwide all in one place.
Beyond simply tasting and selling traditional liquors, high-quality experiential events that help understand traditional liquor, such as traditional liquor brewing experiences and demonstrations of lowering sojugori (a traditional soju container), will also be operated.
CEO Baek has always paid great attention to coexistence with local farms. Amid a rice price collapse due to oversupply, he is striving to expand the consumption of rice, the raw material for traditional liquor, and is dedicated to commercializing excellent local specialties.
CEO Baek highly values the future market potential of traditional liquor. He is particularly focusing on the recent spread of a new culture where traditional liquor is gaining popularity among the MZ generation (Millennials + Generation Z) in the metropolitan area, centered on value consumption. Additionally, since traditional liquor can be sold online, it is considered to have a low entry barrier, which is seen as a strength, and he forecasts significant market expansion potential through this.
Based on this potential, CEO Baek filed a trademark application with the Korean Intellectual Property Office in May for 'Baeksul Sanghoe,' a business primarily focused on selling traditional liquor. Currently, they sell traditional liquors such as Makgeolli, Dongdongju, fruit wines, and Moju.
The popularity of Baeksul.com is also steadily increasing. Through Baeksul.com, CEO Baek organizes and delivers information about Korean traditional liquors in an easy-to-understand manner. It also provides features that allow users to check evaluations of liquors by analyzing social data to gauge how much the liquor is mentioned on portals and communities. CEO Baek expects Baeksul.com to have a positive impact on spreading the culture of Korean traditional liquors.
A representative from The Born Korea stated, "Currently, many local governments are requesting collaboration related to regional festivals," and added, "Going forward, CEO Baek plans to effectively promote Korean traditional liquors through regional festivals that attract tourists from cities and provinces nationwide as well as foreign tourists, and to continue efforts to boost domestic rice consumption and regional promotion."
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