Liquor Wars: South Korea’s Summer Box Office Contender Kicks Off Star-Studded Promotions

As South Korea gears up for its summer movie season, the highly anticipated film Liquor Wars is already generating heat with an all-out promotional campaign. Set to hit theaters nationwide on June 3, the movie is poised to open the summer box office season with a nostalgic yet sharp narrative anchored in the 1997 IMF financial crisis.

Starring beloved actor Lee Je-hoon, Liquor Wars centers on the clash between Jong-rok, a financial director whose life revolves around soju, and In-beom, an ambitious employee from a global investment firm. Their battle for the heart of South Korea’s national liquor sets the stage for a compelling, culturally resonant drama.

To kick off the promotions, Lee Je-hoon will appear on SBS Power FM’s popular radio show, hosted by MZ Generation icon Joo Hyun-young, on May 9 at 12:30 p.m. The segment, known for its dynamic energy, promises cheerful banter between the disciplined actor and the vibrant DJ. Lee will share behind-the-scenes stories and light-hearted moments from filming, offering fans a charming peek into the movie’s production.

Later that day, at 5:30 p.m., Lee Je-hoon joins veteran actors Yoo Hae-jin, Son Hyun-joo, and Choi Young-jun on YouTube variety show Halmyungsoo, hosted by comedian Park Myeong-su. This marks the trio’s first appearance on JTBC’s wildly popular show, where they’re set to participate in comedic skits, games, and discussions about their favorite bar snacks—tying in perfectly with the film’s soju-centric theme.

Fans can expect playful interactions, especially between Yoo Hae-jin and Park Myeong-su, long-time friends born in the same year. With humor, nostalgia, and outstanding cast chemistry, the lead-up to Liquor Wars‘ release is shaping up to be just as entertaining as the movie itself.

Don’t miss the start of South Korea’s cinematic summer—Liquor Wars opens nationwide on Tuesday, June 3.