Cheongmyeongju Appears as Dinner Liquor in 'Squid Game' Season 3
"Korean Traditional Liquor Featured in a Global Production... Great Publicity Expected"
The Netflix original series 'Squid Game' Season 3 achieved global box office success by ranking first in 93 countries just one day after its release. In the midst of this worldwide popularity, a black liquor bottle featured in the final dinner scene drew the attention of viewers both in Korea and abroad. As it became known that the liquor is 'Cheongmyeongju,' designated as Chungcheongbuk-do Intangible Cultural Heritage No. 2, expectations are rising that global interest in K-traditional liquor will grow.
According to Chungcheongbuk-do on June 30, Cheongmyeongju, Chungcheongbuk-do Intangible Cultural Heritage No. 2, was used as the dinner liquor for the participants before the final game in 'Squid Game' Season 3. The black liquor bottle placed on each participant's dining table is Cheongmyeongju, made in Chungju. It was included in the scene last year at the suggestion of Firstman Studio, the production company behind Squid Game.
The participants poured Cheongmyeongju into gold cups and made toasts, wishing for good luck in the final game. Some participants even requested more liquor. Cheongmyeongju was featured on screen for about 10 minutes, and the dinner menu consisted of Korean cuisine, further highlighting its presence.
Chungju Cheongmyeongju is a traditional liquor restored using glutinous rice and nuruk, based on the Hyangjeonrok recipe passed down through generations. It is praised for its mellow aroma and unique savory flavor, making it easy to drink despite its relatively high alcohol content of 17 degrees. In 2021, it was selected as the Chuseok gift for the President at the Blue House, and in 2022, it won the Presidential Award at the Korea Liquor Awards, being recognized for its quality.
Kim Youngseop, CEO of Jungwondang, said, "I believe featuring Korean traditional liquor in a global production will be great publicity," and added, "I want to confidently showcase Chungbuk Intangible Cultural Heritage Cheongmyeongju to the world."
According to FlixPatrol, an OTT ranking aggregation site, 'Squid Game' Season 3 ranked first on Netflix in 93 countries, including Korea and the United States, for two days immediately after its release. This means it reached the top spot in every country and region where FlixPatrol compiles rankings.
'Squid Game' Season 3 depicts the final fate of Lee Jungjae (Gi-hun), who returns to the game with his own purpose but loses his closest friend; Lee Byunghun (Front Man), who hides his identity and infiltrates the game; and the other participants who survive the brutal contest. It is the concluding season of the legendary hit series 'Squid Game.'
There is growing interest in how the 'Squid Game' series will conclude and what kind of results it will achieve. Season 1, even four years after its broadcast, still holds the record as the most-watched Netflix series of all time. Season 2 ranked third in Netflix history. The cumulative viewing hours for Season 1 (within 91 days of release) reached 2.2052 billion hours, while Season 2 recorded 1.3801 billion hours, bringing the combined total for both seasons to 3.5853 billion hours.
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