[More diverse corporate information on startups can be viewed at the Unicorn Factory Big Data platform 'Data Lab'.]
"When it comes to soju, a representative brand like 'Chamisul' immediately comes to mind, just as 'Kanbare Otosan' is the first thing that pops up for Japanese sake. However, there is no brand overseas that people instantly associate with makgeolli yet. We want to create that space."
Ko Myeong-seong of ApguJeong Mak-geol-ri (CEO) said, "The makgeolli market has essentially stood still for the past decade," adding that makgeolli has not yet fully shed its image as an "affordable drink for common people." Although it once garnered attention as a new alcoholic beverage centered on the MZ generation (those in their 20s and 30s), the trend did not last long. Refrigerated distribution is essential, and the shelf life of fresh makgeolli is only 10 to 15 days, creating significant constraints not only for nationwide distribution but also for overseas exports.
Ko (CEO) diagnosed that the preference among young people for makgeolli has not lasted long, as the culture of self-distillation and wellness has spread among the MZ generation, and because makgeolli, made from rice, creates a strong sense of fullness and even induces post-meal drowsiness. Additionally, he pointed out that the market stagnation is due to consumers easily growing tired of the excessive number of sweet makgeolli products containing artificial sweeteners.
The solution chosen by Apgujeong Makgeolli was not to add functionality but to remake the essence of makgeolli. Instead of adopting the common food-tech strategy of emphasizing sleep improvement or health benefits, it focused on elevating the inherent taste and quality of makgeolli. The result is three premium makgeolli brands: "Won ()·Ryu ()·Pung ()."
The premium LINE product 'Won' is a high-proof rice wine with an alcohol content of 14 degrees, featuring a higher ratio of rice to water than regular soju. Thanks to its high alcohol content, it can be stored for up to six months under refrigeration. 'Ryu' has been designed to replicate the fresh makgeolli style most familiar to consumers, while 'Pung' is an 8-degree pasteurized makgeolli that can be distributed at room temperature. In particular, 'Pung' serves as a strategic product for overseas markets. Ko (CEO) explained, "Fresh makgeolli faces significant logistics costs due to refrigerated distribution requirements," adding, "Since 'Pung' can be distributed at room temperature, it also secures price competitiveness."
"Won" also sought to differentiate itself from traditional makgeolli in terms of taste. He said, "We began development by aiming to create a rich and deep texture similar to whiskey. To extend the shelf life, we had to increase the alcohol content, and increasing the alcohol content required more rice. We continuously adjusted this balance to perfect the current product."
He also explained that "'Won' can be enjoyed with ice as an on-the-rocks drink or mixed with sparkling water like a 'makgeolli highball,' focusing on diversifying ways to enjoy makgeolli while maintaining its original taste rather than adding new ingredients."
While feeling limited in the domestic market, he saw potential abroad instead. The turning point came when he operated a jeon (pancake) restaurant directly in Apgujeong. He observed foreign customers seeking makgeolli more frequently than soju. "Just as Koreans try sake in Japan, makgeolli is not merely a drink for foreigners but a content through which they experience Korean culture," he said, adding, "That was when I became convinced of greater potential in the overseas market."
Apgujeong Makgeolli launched its 'Pung' and 'Won' products in the Japanese market last month, officially beginning its overseas expansion strategy. The company is currently working to secure shelf space in Japanese convenience stores and is also preparing to enter the Chinese market. This year's targets have been set aggressively: the goal is to sell 1 million bottles each in Japan and China. In Japan, the strategy is to first establish the brand and increase repeat purchases, while in China, it aims to rapidly expand sales based on the market's vast scale.
He is also preparing to enter the U.S. market. Ko (CEO) said, "Our goal for next year is to enter the U.S. market and leapfrog as a global makgeolli brand." His ambition goes beyond simply exporting makgeolli. Ko (CEO) stated, "I want to create a new makgeolli culture overseas and bring that culture back to Korea," adding, "If we gain recognition abroad first, domestic consumers will also begin to view makgeolli from a new perspective."
[Money Today Startup Media Platform 'Unicorn Factory']
in FUTURE
