Rising Trend of Celebrity-Driven Liquor Brands in Korea
In recent times, there has been a noticeable surge in the number of celebrities launching their own liquor brands, leveraging their fame and recognition. With strong fan bases supporting these products from the outset, many brands have experienced a complete sell-out of their offerings, leading to an increase in collaborations that prominently feature the names of these celebrities.
According to industry reports on the 8th, Choiza, a member of the hip-hop duo Dynamic Duo, opened a pop-up store in Yeongdeungpo, Seoul, to unveil the new edition of his liquor brand, Munja. The new product, called the Silla Crown Edition, is characterized by its design inspired by the ancient Korean Silla crown, which is applied to both the bottle and the label. This limited edition is the first to be released since the brands launch last year. The product was pre-sold in a limited quantity of 100 bottles on the brands official site last month, selling out in just five minutes due to its immense popularity.
The Silla Crown Edition is produced in a limited run of 2,500 bottles, with 2,400 bottles expected to be available for sale at the pop-up store, excluding the pre-sale stock. According to representatives of the brand, the pop-up event has attracted over 40,000 visitors within just five days of opening. Notable figures, including Chef Cho Kwang-il from the popular Netflix show Black and White Chef and YouTuber Pisik University, have also visited the store, further drawing in consumers.
G-Dragon (GD) is often cited as a prime example of success in the celebrity liquor business. His fashion brand, Peace Minus One, partnered with the Japanese beer brand Hitachino Nest last month to launch a product called Daisy Ale. The distribution of this product is handled by the convenience store GS25.
GS25 reported that the product was offered for pre-order in a limited quantity of 888 sets per day before the official launch, and it was sold out within just one minute of availability. This illustrates how celebrity endorsements and collaborations are reshaping the liquor market in Korea, providing both celebrities and brands with new avenues for growth and engagement with consumers.
According to industry reports on the 8th, Choiza, a member of the hip-hop duo Dynamic Duo, opened a pop-up store in Yeongdeungpo, Seoul, to unveil the new edition of his liquor brand, Munja. The new product, called the Silla Crown Edition, is characterized by its design inspired by the ancient Korean Silla crown, which is applied to both the bottle and the label. This limited edition is the first to be released since the brands launch last year. The product was pre-sold in a limited quantity of 100 bottles on the brands official site last month, selling out in just five minutes due to its immense popularity.
The Silla Crown Edition is produced in a limited run of 2,500 bottles, with 2,400 bottles expected to be available for sale at the pop-up store, excluding the pre-sale stock. According to representatives of the brand, the pop-up event has attracted over 40,000 visitors within just five days of opening. Notable figures, including Chef Cho Kwang-il from the popular Netflix show Black and White Chef and YouTuber Pisik University, have also visited the store, further drawing in consumers.
G-Dragon (GD) is often cited as a prime example of success in the celebrity liquor business. His fashion brand, Peace Minus One, partnered with the Japanese beer brand Hitachino Nest last month to launch a product called Daisy Ale. The distribution of this product is handled by the convenience store GS25.
GS25 reported that the product was offered for pre-order in a limited quantity of 888 sets per day before the official launch, and it was sold out within just one minute of availability. This illustrates how celebrity endorsements and collaborations are reshaping the liquor market in Korea, providing both celebrities and brands with new avenues for growth and engagement with consumers.
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