Kooksoondang to export limited edition makgeolli to Japan in four years

Kooksoondang Co., a South Korean brewery that produces traditional rice-based wines, announced on Friday that it will export 100,000 bottles of the limited-edition Kooksoondang Fresh Makgeolli Fireworks Festival Special to Japan. This marks the resumption of exports after a four-year hiatus due to COVID-19.

Kooksoondang had previously exported the Kooksoondang Fresh Makgeolli Fire Festival Special to Japan from 2016 to 2019 during the country's Hanabi (fireworks festival in Japan) period. This will be available exclusively in the Tokyo and Osaka regions.

The Kooksoondang Fresh Makgeolli Fire Festival Special is identical to the domestically distributed Kooksoondang Fresh Makgeolli. It incorporates Kooksoondang's patented fermentation control technology and features a fully sealed cap, which preserves freshness for an extended period.

The product combines the natural effervescence of carbon dioxide produced during fermentation with the tangy flavor of probiotics, resulting in a refreshing and crisp sensation.

The packaging design prominently features the traditional Korean alcoholic beverage, makgeolli, with the Kooksoondang logo, Fresh Makgeolli, and other product details in Korean. Additionally, the design includes vibrant fireworks imagery and conveys the limited availability of the product during the summer in Japanese.

Kooksoondang made its debut in the export market in 1993 with the introduction of the first canned makgeolli, Biotak. In 2009, it further developed the Kooksoondang Fresh Makgeolli utilizing fermentation control technology, leading the way in fresh makgeolli exports.

The company achieved export revenues surpassing $10 million for two consecutive years in 2022. Notably, exports to the Japanese market have experienced substantial growth, with a year-on-year increase of over 51%, attributed to the expanded presence of 100 billion prebiotic makgeolli and flavored makgeolli through local channels, as well as various promotional activities featuring Baekseju and Kooksoondang Fresh Makgeolli.

"The resumption of exports for the Kooksoondang Fresh Makgeolli Fire Festival Special, introduced as a tribute to Japan's prominent summer festival, the Fireworks Festival, marks a significant milestone in pioneering the Japanese market for traditional Korean makgeolli after a four-year hiatus caused by the COVID-19 outbreak," a Kooksoondang official said.

"To facilitate the global recognition of traditional Korean makgeolli, we plan to continue implementing a consistent localization strategy, including the development of special products in collaboration with local festivals."

Write to Kyeong-je Han at hankyung@hankyung.com