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Korean Celebrities Take Over the Liquor Industry with Premium Alcohol Brands
Korean celebrities are making significant moves into the liquor industry, not just as promotional models but as creators and entrepreneurs, leading new trends in premium alcohol products.
From G-Dragon to Kim Jaejoong, the influence of K-culture is now extending into the beverage market, blending tradition with modern sensibilities.
G-Dragon Launches "PEACEMINUSONE Highball" in Partnership with CU
Global superstar G-Dragon (G-DRAGON) is set to launch a premium highball drink next month in collaboration with convenience store chain CU, operated by BGF Retail.
Under his iconic brand "PEACEMINUSONE," G-Dragon will introduce the "PEACEMINUSONE Highball," leveraging his intellectual property to create a stylish and approachable alcoholic beverage.
The highball is crafted using Sauvignon Blanc white wine sourced from the Burgundy region of France, highlighting fresh fruity aromas and a crisp, refreshing taste.
Reflecting the recent trend toward low-alcohol beverages among younger consumers, the drink has a mild alcohol content of 4.5%, making it easy to enjoy casually.
The "PEACEMINUSONE Highball" was first revealed earlier this year at the "Galaxy Robot Night" event held at Seoul Dragon City.
The launch gained attention as robots adorned with G-Dragon merchandise served the highball to guests, creating a futuristic and memorable experience.
In the Korean entertainment industry, more celebrities are venturing into the liquor market, taking a hands-on approach in product development and brand management.
This direct involvement allows them to infuse their personality and story into the products, offering fans and consumers something unique and authentic.
Other notable examples include BTS member Jin's collaboration with food entrepreneur Baek Jong-won to release the traditional liquor brand "IGIN," and singer Soyou’s personal development of her own highball brand, "Sso Highball."
These initiatives are resonating strongly, particularly among the MZ generation (Millennials and Gen Z), who value authenticity, storytelling, and premium experiences.
An industry insider commented, “There is a growing interest among MZ consumers in premium alcoholic products that celebrities themselves have been involved in creating. Products that embody a star’s individuality and narrative are proving to have strong competitive advantages, especially as fandom culture plays a significant role in their popularity.”
Kim Jaejoong Joins the Wave with New Makgeolli Brand
Following the success of singer Sung Si-kyung’s makgeolli line, singer-actor Kim Jaejoong has announced the launch of his own makgeolli brand in partnership with "Apgujeong Makgeolli," a well-known traditional liquor brand.
The collaboration was born from Kim Jaejoong's long-standing interest in Korean traditional liquor and his desire to promote Korean culture abroad.
He emphasized that this project is not just a commercial venture but a cultural mission to spread awareness of Korea’s rich heritage.
Kim Jaejoong stated, “I’ve always had a deep interest in traditional liquor culture and wanted to share it globally. This collaboration is not just about being a model; it’s a cultural project to promote our traditions."
The newly launched makgeolli brands, "Won" and "Ryu," will be available starting May 7 through Apgujeong Makgeolli’s official online store.
In addition to promoting traditional Korean alcohol, a portion of the proceeds from sales will be donated to social causes, further deepening the project’s significance.
"I hope that through this project, we can not only introduce our traditional culture but also contribute meaningfully to society,” Kim added.
Kim Jaejoong follows in the footsteps of Sung Si-kyung, whose makgeolli "Gyeongtakju 12%" has seen massive success.
Despite expanding production, the beverage frequently sold out immediately after restocking.
Sung’s makgeolli is now available not only in select Seoul restaurants and certified stores but also in Japanese online marketplaces like Qoo10, further broadening its international reach.
"Gyeongtakju 12%" has also won the Grand Prize in the Takju category at the "Korea Liquor Awards" for two consecutive years.
A New Trend Blending K-Pop, Tradition, and Lifestyle
The active involvement of Korean celebrities in the liquor industry signals a shift in how K-pop stars influence lifestyle markets.
Their entry is not merely a branding exercise; it is a reflection of evolving consumer values that prioritize authenticity, culture, and connection.
By merging premium alcohol products with powerful personal brands, these celebrities are not only diversifying their careers but also helping to globalize Korean traditional culture in fresh, innovative ways.
As more stars follow this path, the intersection of entertainment, culture, and lifestyle continues to grow richer — making the world’s fascination with K-culture even stronger.
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