Recently, popular celebrities have been transforming into liquor entrepreneurs, bringing fresh energy to the market.
Unlike merely lending their names, these celebrities are actively involved from the development phase to business operations, showcasing a hands-on approach.
According to industry insiders on the 11th, Jin of BTS is set to officially enter the liquor market in collaboration with Baek Jong-won, CEO of The Born Korea.
The two have jointly invested to establish an agricultural corporation called "Yesan Doga," which plans to launch a distilled liquor named "IGIN" in mid-December. The drink will utilize the local specialty products of Yesan, Chungcheongnam-do.
The surge of celebrities entering the liquor business was initially ignited by singer Jay Park.
In 2022, Jay Park founded "One Spirits" and launched a distilled soju called "Wonsoju," which became a major sensation.
At the time, the fact that he established an agricultural corporation and directly engaged in the production and sale of traditional alcoholic beverages captured the attention of younger generations. This led to a phenomenon of "open-run" sales, where products sold out immediately upon release.
With this trend, celebrities are now actively joining the liquor industry.
Their ventures go beyond the realm of side businesses, combining unique ideas with brand image to offer fresh choices to consumers — a move that has been widely praised.
In particular, traditional liquors involving popular celebrities have sparked hopes of spreading Korean culture worldwide, adding further anticipation for their potential impact.
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