Korean Sool Meets the World Market
‘NEXT-N’ Kicks Off Full-Scale Online and Offline Korean Sool Marketing for Global Buyers
Sep. 08, 2026 16:28
‘NEXT-N’ Kicks Off Full-Scale Online and Offline Korean Sool Marketing for Global Buyers
NEXT-N is a sampler collection designed to bring together representative sool from four domestic breweries in small volumes, allowing overseas buyers and liquor experts to compare and taste them all in one place. Rather than a commercial liquor product or a new liquor brand, it is a project aimed at creating a business touchpoint between Korean breweries and the overseas liquor industry.
The sampler contains four types of Korean sool with different ingredients and brewing methods: Joeun Sool-CHEONBIHYANG, KRATĒ, MOWALL, and ADeVe. By putting together various types ranging from fermented sool to fruit wine and distilled spirits into a single collection, it shows the wide spectrum of Korean sool.
In particular, by bringing together different breweries and different types of sool, overseas buyers are able to directly compare each product's ingredients, brewing methods, and characteristics, and examine their potential in local markets. A distinguishing feature is that tastings and product explanations are linked with business consultations, allowing the process to move from simple product introduction to actual import/distribution discussions.
On October 15-16, an online guided tasting seminar will be held for overseas buyers and liquor industry professionals. After the sampler is shipped to participants in advance, a Korean sool sommelier will explain each product's ingredients, brewing method, and characteristics during the seminar. There will also be Q&A and business networking.
On October 23, an offline seminar and business program will be held locally in Taiwan and Hong Kong. Local import/distribution companies and buyers, as well as hotel, restaurant, and liquor industry professionals, will directly taste the products and discuss the local market fit and import/distribution possibilities of the participating products.
NEXT-N puts forward ‘FROM KOREA, CRAFTED WITH TIME.’ as its core message. The intent is to convey Korea's agricultural produce and nature, the process of fermentation and aging, and the techniques and stories accumulated by each brewery through the sampler and the online/offline programs.
Through this project, participating breweries are expected to directly confirm the reactions of local buyers and liquor industry professionals in Taiwan and Hong Kong to each product and examine their market fit. In particular, the focus is on securing a touchpoint for continued individual consultations with import/distribution companies that show interest after the tastings, laying the groundwork for discovering new buyers and pursuing follow-up export discussions.
In addition, by introducing different types of Korean sool together - fermented sool, fruit wine, and distilled spirits - the project is expected to broaden local liquor industry understanding not only of individual products but also of the diverse ingredients and brewing methods used in Korean sool.
Through this online and offline program, NEXT-N plans to discover new overseas buyers and build a network between domestic breweries and the overseas import/distribution industry, expanding real export opportunities for participating breweries.
About Joeun Sool
Joeun Sool Co., Ltd. is a traditional Korean sool producer based in Pyeongtaek, Gyeonggi Province, established in 2013. The company produces a variety of traditional Korean sool, including makgeolli, yakju, cheongju, and distilled spirits, using locally sourced Pyeongtaek rice and nuruk. Its signature product, “Cheonbihyang,” is a premium traditional sool crafted using the traditional five-stage fermentation method. Joeun Sool is committed to preserving and modernizing Korea’s traditional sool culture while expanding the value and reach of Korean sool in domestic and international markets.
koreansoolheritage instagram: https://www.instagram.com/koreansoolheritage/
NEXT-N: https://youtube.com/shorts/jomeDx3G-bw?si=vdAAK1o9...
Website: https://www.cheonbihyang.com
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