Gyeongtakju Ros? 12 Degrees Pop-up Draws Huge Crowds
Sell-out Frenzy Continues Online
More than 100,000 people flocked to the popup store of the alcoholic beverage brand "Gyeong," widely known as "Sung Si-kyung Makgeolli." The event, held at Lotte Department Store Jamsil AvenueL in Seoul from September 12 to October 2, drew an average of 4,500 visitors per day, demonstrating explosive popularity.
"Let's Try Sung Si-kyung Makgeolli" ...100,000 People Gathered
The "Gyeongtakju Miljuhoe: Gyeongtakju Rose 12 Degrees" popup was organized under the concept of a "secret drinking party" accessible only to members who verified their age, attracting significant attention. The site featured interactive programs such as lucky draws, traditional game experiences, and social media certification events, offering a "brand experience" that went beyond simple tastings and purchases.
In particular, the exclusive glassware planned and produced by Gyeong received an enthusiastic response, selling out each day's allotment quickly at the popup. The design, inspired by the curves of a moon jar and the silhouette of flower petals, beautifully expressed the color and aroma of Gyeongtakju, sparking a desire to collect. The "Gyeongtakju Rose 12 Degrees" random signed bottles also attracted consumer interest as highly collectible items.
The explosive response at the event continued online. "Gyeongtakju 12 Degrees" sold out across all online and offline channels, and sequential shipments will begin on October 13. A brand representative stated, "Pre-orders and official launch inquiries are pouring in, so we are moving up our preparation schedule," adding, "Gyeongtakju will not be a passing trend but will establish itself as Korea's representative premium traditional liquor."
"Gyeongtakju 12 Degrees" is a traditional liquor with a rice content of over 46 percent and is a high-proof Makgeolli that is barely diluted with water. Its hallmark is the authentic taste of rice, achieved by minimizing dilution. It features a rich texture without carbonation, with a sweet and tangy flavor and notes of fruit and yogurt. Thick and intense, it is well-suited to being enjoyed on the rocks with ice.
Sung Si-kyung, well known as an alcohol enthusiast, directly participated in the product development process out of a desire to share it with the public, drawing attention. The product sold out from the first day of its launch, and after being selected as the grand prize winner in the Takju Fresh Makgeolli Traditional Liquor category at the 2024 Korea Liquor Awards, it has been recognized by both consumers and experts alike.
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