‘Bohae Bokbunjaju’ Appears in the Heart of Paris Fashion District

Alcohol That Caught the Eyes and Taste Buds of European 'Paepi'

Bohae Brewery's ‘Bohae Bokbunjaju’ appeared at Mischief's Pop-up & Party during the ‘2024 F/W Paris Women's Fashion Week’.

Mischief operated a pop-up in the Marais district of Paris, France, from March 1 to 2, starting with an opening party on February 29. Mischief, a subculture-based street casual brand, presents unique collections and creative activities every year, and introduced new collections and brand collaboration products at this pop-up as well. Bohae Bokbunjaju was provided to local influencers along with catering at the opening party.

A representative from Mischief cited two reasons for featuring Bohae Bokbunjaju at the party: ‘representativeness’ and ‘color.’ The bottle shape, characterized by Bohae Bokbunjaju’s distinctive curves, reflects Korean sensibility well, and the red packaging matched Mischief’s concept color ‘Red’ for this season, making it perfect for a party where concept tone and manner are important.

Local fashion influencers who tasted Bohae Bokbunjaju, introduced as ‘K-wine,’ said, “Since it is a raspberry-type liquor, it is not off-putting, and I would like to try using it as a mixing drink for home parties such as vin chaud, sangria, and cocktails.” On the 15th, Mischief also held a party with the same mood as the Paris pop-up at its Dosan flagship store, inviting domestic artists, celebrities, and influencers, and provided Bohae Bokbunjaju.

This Mischief Paris pop-up is analyzed to have shown the potential for Bohae Bokbunjaju to enter the European market, including France. In fact, the export value of Bohae Bokbunjaju to France in the first half of 2023 increased about fourfold compared to two years ago. This is an encouraging achievement following a 60% increase in export value to the East Asian market in 2022 compared to two years prior.

A Bohae Brewery official stated on the 28th, “Bohae Bokbunjaju is a liquor containing many Korean elements, but precisely because of that, it is a product expected to perform well in the global market,” adding, “Just as we recently participated in FOODEX JAPAN and introduced Bohae Bokbunjaju and other Bohae Brewery liquors to local Japanese buyers under the K-Pocha concept, we will continue to explore various ways to expand overseas.”