Gen Z entrepreneurs goal to energise makgeolli scene
By Lee Gyu-lee
Makgeolli is usually seen as a drink for older individuals, sometimes seen as an affordable, plastic-bottled alcoholic beverage. However who says it could actually’t be hip and enjoyable?
Three Gen Z entrepreneurs from the makgeolli brewpub Woori Yeahsool deal with this query as they work to carry the drink nearer to individuals’s lives. They try to create a novel tradition round makgeolli, pushed by their mission to “conquer the earth with makgeolli.”
Situated close to Dongdaemun Historical past & Tradition Park subway station in Jung District, Seoul, the pub provides self-brewed, creatively flavored makgeolli on faucet, serving contemporary draft cups of drinks starting from candy and fruity basil and yuzu to unique wasabi and peppercorn, in addition to beer-like flavors.
“We consider we are able to showcase how enjoyable makgeolli could be and spotlight its potential… Younger, rookie gamers like us coming into the market and discovering our footing demonstrates the untapped potential of makgeolli,” mentioned Oh Ye-jun, co-founder and proprietor of the brewpub, in a latest interview with The Korea Instances on the restaurant.
“When friends come to our house, our favourite second is after they say, ‘This does not style like makgeolli.’ It is when their present prejudices about makgeolli begin to break down.”
Oh, who discovered the artwork of makgeolli making in highschool by visiting native breweries, started his work trip in 2022 by organizing social gatherings to share his ardour with fellow makgeolli lovers. A couple of months later, he teamed up together with his highschool good friend Gu Dong-uk and Baek Jae-min, whom he met by the gatherings, to open the brewpub in 2023 after being accepted into Seoul metropolis’s entrepreneurial help program.
Gu oversees the meals menu, drawing from his background in cooking, whereas Baek manages the brewing operations and handles design work, together with the colourful graffiti adorning the restaurant’s inside and the cartoons that showcase their journey and new flavors on the brewpub’s social media account.
The homeowners revealed that they draw inspiration for brand spanking new makgeolli flavors from on a regular basis life, aiming to supply relatable and fascinating storytelling behind every distinctive creation. For his or her somaek-inspired makgeolli, which mimics the style of a soju and beer combine, they got here up with the thought for restaurant homeowners who crave a chilly somaek after closing up their outlets.
“We search for one thing that may add an additional layer of story to the drink to make it extra than simply alcohol,” Oh mentioned.
“After we create 10 new flavors, one or two may be fairly area of interest, however round eight are designed to be as consumer-friendly as attainable. We goal to supply a various vary — candy and light-weight choices, heavier and sweeter varieties, some with acidity, others with out — so we are able to cater to all tastes.”
Gu added that sustaining a stability between distinctive and acquainted flavors is essential for making the drink approachable to prospects.
“When making makgeolli, whereas widespread and well-liked flavors are good, we consider the style must be convincing to the shopper. So, we goal to make it as fascinating as attainable and discover many various choices,” Gu mentioned.
“Nevertheless, we’re not aiming for a style so advanced that individuals query if it is even makgeolli. We’re working arduous to strike a stability — making it scrumptious whereas retaining it consumer-friendly, reaching a harmonious taste.”
The brewpub serves as a testbed for the three homeowners to experiment with unconventional and playful makgeolli flavors whereas finding out shopper preferences, all earlier than increasing the model. With makgeolli on faucet, friends can pattern totally different flavors with out committing to a complete bottle for each.
“To grasp what prospects like and the way far we are able to push our concepts whereas nonetheless being relatable to them, the brewpub gives us with nice interplay for this,” Oh mentioned.
“When prospects go to, we give them a card to notice their preferences, and we serve them a glass based mostly on that. We have collected over 1,500 playing cards and are utilizing this knowledge to arrange our makgeolli.”
The 2 emphasised that having enjoyable is crucial side of their mission to unfold makgeolli tradition to a broader viewers. This philosophy was evident on the latest one-year anniversary competition held on the restaurant final month, the place the homeowners invited each common and new prospects to get pleasure from a celebration full of video games and Oh’s DJing, all whereas savoring their drinks and meals. This occasion provided a glimpse into their vibrant spirit for makgeolli.
“What we at all times say is to be free, courageous, and daring. Even when it is the precise path, if it isn’t fascinating, we consider we must always rethink it,” Gu famous.
“If we discover it boring, customers will certainly really feel the identical approach. We consider that even when there is a threat concerned, discovering one thing fascinating could be thrilling and typically result in success.”
After a 12 months of free experimentation, the homeowners have launched into a venture to develop a brand new makgeolli product in collaboration with Gangjin County in South Jeolla Province.
“Gangjin could be very well-known for its high-quality rice and oats. Since this spring, we have been engaged on initiatives with Gangjin to advertise the excellence of their rice and to safe extra knowledge (from customers),” Oh mentioned.
As soon as they finalize the product recipe, they plan to accomplice with an area brewery for manufacturing and distribution to varied eating places and outlets in Seoul.
The homeowners mentioned this brewpub is only a small step towards their final objective of introducing makgeolli and its tradition to the worldwide market.
“Our objective is to maintain increasing numerous areas associated to makgeolli. Our imaginative and prescient is to mix makgeolli with different cultures to create locations that supply customers extraordinary and distinctive experiences — whether or not it’s a makgeolli sound bar, an area combining makgeolli with browsing, a makgeolli membership, or, my private want, a makgeolli keep,” Oh mentioned.
“As we progressively and systematically open these areas one after the other, I consider customers’ understanding and expertise of makgeolli will step by step deepen. At that time, I feel we’ll really have established ourselves as a acknowledged model.”
Gu additionally expressed his hope for his or her model to grow to be influential within the makgeolli enterprise, encouraging extra gamers to enter the market.
“As a makgeolli model, it is nice to have an effect and encourage extra individuals to drink it, however what I really need is to extensively promote the tradition of makgeolli itself,” he mentioned.
“Regardless of its latest rise in recognition, it’s nonetheless seen as nothing greater than a drink for wet days as a result of it lacks its personal distinct tradition. However, we consider that this makes it a wonderful candidate to mix with different genres. Sooner or later, we even hope to create a makgeolli village.”