K-Pop Star Kim Jae Joong Launches ‘Makgeolli from Apgujeong’ with a Cultural Mission
Global K-pop icon and actor Kim Jae Joong has launched a new collaboration with traditional Korean alcohol brand Makgeolli from Apgujeong. This partnership is not just about launching a beverage—it’s about spreading the essence of Korean culture worldwide.
The launch introduces two new makgeolli labels—‘Won’ and ‘Ryu’—crafted to bridge the gap between tradition and modern taste. According to Kim, the project aligns with both his personal interest in traditional Korean alcohol and his larger goal of promoting Korean heritage across borders. “I’ve always been fascinated by traditional Korean liquor and wanted to introduce it globally,” Kim shared. “This collaboration is not just a product launch, it’s a cultural mission.”
The initiative reflects a larger vision from both Kim and the Makgeolli from Apgujeong brand—to contribute to the global spread of K-culture. More than a sponsorship or celebrity endorsement, this collaboration has been positioned as a cultural project intended to make traditional Korean liquor a part of the international lifestyle scene.
Adding to its meaningful nature, a portion of the sales revenue will be donated to social causes. “We aim to go beyond the liquor business—it’s about sharing traditional values and taking social responsibility,” Kim emphasized. “We hope this encourages people to enjoy traditional drinks while making a social impact.”
The two new makgeolli flavors, ‘Won’ and ‘Ryu’, will be available starting May 7 exclusively through the brand’s official webstore.
In parallel with his entrepreneurial efforts, Kim Jae Joong has also announced his 2025 Asia Tour Concert titled Beauty in Chaos, scheduled for May 24–25. His upcoming EP of the same name is also set for release, further establishing his active presence as a musician in both domestic and international markets.
