Won Soju, IGIN and more: How South Korean artists are taking over the liquor industry

Well-known for their diverse talents across various fields such as acting and music, South Korean celebrities are now shaking up the liquor industry. 

Beyond just promotional involvements (think IU for Jinro and G-Dragon for Tiger Soju), these K-artistes are in fact launching their own liquor brands. 

With the evolution of South Korea’s drinking culture, more consumers are seeking uniqueness and artisanal appeal in their beverages. So, from highball and whiskey to distilled gin, here are five alcohol brands launched by your favourite K-celebrities.

IGIN

Is there anything this man can’t do? BTS’ Jin is surely re-defining what it means to be a global superstar. 

From dominating stages to stealing hearts worldwide, Jin is now venturing into the liquor business with his new brand: IGIN.  

Collaborating with celebrity chef Baek Jong-won, they’ve released distilled liquor and ready-to-drink beverages. These include the IGIN Sweet Tonic and IGIN Sour Tonic, made with local fruits like apples, watermelon and plums.

A perfect combination — #Jin with gin. The @bts_bighit member, is back with #IGIN for a refreshing summer campaign 🍹

📸 More below#KimSeokjin #BTS #방탄소년단 #진 #김석진 #IGIN_애플토닉 pic.twitter.com/fDBvZEJ5OF

— HallyuSG (@HallyuSG) June 17, 2025

What elevates the brand’s uniqueness is its adorable and playful packaging. Filled with fun hand-scribbled doodles, it truly reflects Jin’s energetic and fun energy, adding a modern twist to traditional liquor heritage.

Peaceminusone Highball

From being Bigbang’s star boy to owning a streetwear brand, the king of K-pop is now also the owner of an alcohol brand. As part of his fashion label, Peaceminusone, G-Dragon launched his first-ever liquor product, the Peaceminusone Highball. 

The product is a wine-based lemon-flavoured highball, reflecting the singer’s enthusiasm for wine. The stylised packaging design is not its only unique feature. The marketing? It’s out of this world (literally). 

Produced by Galaxy Corporation, an AI entertainment tech company, G-Dragon leveraged a cosmic-themed marketing strategy to create an unprecedented consumer experience.

Won Soju

 

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Surely, you’d know South Korea’s national drink that’s deeply embedded in K-culture: Soju. 

Korean-American artist, Jay Park, has entered the alcohol scene with the launch of Won Soju, a premium soju brand.  What stands out from Park’s brand is the modern twist of innovative approaches to the traditionally crafted, well-known soju. 

Made from high-quality ingredients and modern branding strategies, Won Soju is definitely contributing to the globalisation of K-culture.

Kyung

 

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For those well-acquainted with Korean drinking culture, you’d also know be familiar with Korean traditional rice liquor, or as the locals call it, Makgeolli. 

Singer Sung Si-Kyung is another K-artist who successfully ventured into the liquor business with the launch of his first makgeolli product, Kyungtakju 12 Degrees. 

Sung incorporated an organic marketing strategy by promoting the launch of his alcohol brand through his YouTube platform. The singer’s brand, Kyung, has also since won the grand prize in the traditional liquor category at the 2024 Korea Liquor Awards.

KEYP Cocktail

Talk about a unique brand concept that takes you on a complete journey. SHINee’s Key has taken the brand experience to a whole other level. 

From a virtual hotel experience to unique flavours, the K-pop star definitely brought his spice to the liquor industry. 

With the launch of his brand new alcoholic brand, Key has introduced two cocktail flavours, namely basil tomato and kiwi. Interesting flavours, that’s for sure. 

The SHINee member has also embraced his creative freedom in creating his cocktail brand whilst elevating the profile of Korea’s liquor market.