Hong Kong Tourism Board to Participate in 'Seoul Bar & Spirits Show' Liquor Exhibition

Hong Kong Tourism Board to Showcase Local Liquor Brands
at Seoul Bar & Spirits Show

The Hong Kong Tourism Board announced on July 24 that it will participate in the 'Seoul Bar & Spirits Show,' which will be held from July 25 to 27 at COEX in Samseong-dong, Gangnam-gu, Seoul.

The Seoul Bar & Spirits Show is a leading domestic exhibition where visitors can explore trends and culture in the alcoholic beverage industry, focusing on distilled spirits such as whisky, brandy, gin, vodka, and tequila from around the world. This year, under the theme 'Born to Drink,' a variety of domestic and international brands will take part.

The Hong Kong Tourism Board will participate for the second consecutive year, introducing three representative local Hong Kong liquor brands: N.I.P, Magnolia Lab, and Ping.

N.I.P is Hong Kong's first craft gin brand, utilizing ingredients such as goji berries, gentian, and osmanthus flowers that have long been used locally in its distillation. With the concept of 'bottling Hong Kong,' the brand infuses the city’s identity and aroma into its spirits.

Magnolia Lab is a liqueur brand that reinterprets traditional medicinal herbs through alcohol. It has created a smooth and harmonious flavor by modernizing the distinctive aromas and tastes of ingredients such as licorice, omija, and dried tangerine peel. Since both brands are not officially distributed in Korea, visitors can experience them firsthand only at this exhibition.

Ping, a premium cocktail brand, offers RTD (Ready to Drink) products in pre-mixed bottled form. The drinks can be enjoyed conveniently without additional mixing and have attracted the attention of young consumers with their stylish packaging. Last year, Ping made its debut in Korea by launching the highball series 'PING Ball.'

During the exhibition, visitors to the Hong Kong Tourism Board booth will be able to sample signature products from all three brands. In addition, at the 'Master Class,' a special program of the Seoul Bar & Spirits Show, the co-founders of N.I.P and Magnolia Lab will share their brand philosophies and product stories.

Hong Eunhye, Director of Public Relations at the Hong Kong Tourism Board, stated, "Hong Kong is the ultimate nightlife city, hosting the Asia's 50 Best Bars and the World's 50 Best Bars awards every year, where you can experience the world’s best bars. Through this exhibition, we hope Korean consumers will experience the high-level bar culture of Hong Kong and discover the unique character and charm of Hong Kong’s local liquor brands."