The brand 'Bujajin' of Bujajin Agricultural Corporation combines the terms for father and son, 'buja (父子),' and a type of distilled spirit known as 'gin.'
CEO Jo Dong-il, who has worked in the investment industry, noted that while he encountered local gins from various countries such as the United Kingdom and Singapore, he observed that there was no gin representing Korea.
“Countries like the United Kingdom, Germany, Hong Kong, Singapore, Vietnam, and Shanghai (China) all have local gins that represent them. But our country has none.”
After retiring at 39, CEO Jo decided to return to Korea and create a Korean-style gin. Fortunately, his father operated an herb farm in Yangpyeong, Gyeonggi Province, which greatly aided in supplying the ingredients needed for gin production.
Bujajin launched its handcrafted gin 'Signature' in 2020, becoming the first in the country. This representative gin features a subtle blend of nutmeg tree berries, chamomile flowers, the refreshing scent of pine needles, and the citrus aroma and brightness brought by hallabong.
As a result of these efforts, Bujajin received the grand prize at the 2021 Korea Liquor Awards and a gold medal at the United Kingdom Gin Masters, followed by a gold medal at the 2024 World Gin Awards. It is also exporting to Hong Kong, Germany, Australia, and Singapore, raising awareness of Korean gin in the global market.
One characteristic of Bujajin is that it uses only 100% domestic ingredients. Utilizing unique Korean ingredients such as danggule, omija, baechohyang, and heotgae, it creates distinctive flavors and aromas. CEO Jo believes that this differentiation strategy can provide competitive advantages in international markets.
Bujajin aims for a concept of sipping gin that is distinct from the public London dry gin. It seeks to create a premium gin that is enjoyed on the rocks, emphasizing smoothness, complex aromas, and deep flavors, rather than simply being used as a cocktail base.
CEO Jo continues to research various flavor layers that follow the progression from aroma to initial taste, mid-taste, and final taste, working to create a gin that offers multiple flavor experiences in just one sip. Currently, he has released 12 products and plans to continually expand the lineup to cater to Korean consumers who enjoy pairing drinks with meals.
“Rather than creating one product and pushing it, I want to make various products that allow customers to experience a range of aromas and flavors. My goal is to provide a process for customers to find the gin they desire.”
In addition to wholesale sales, Bujajin is utilizing online sales of regional specialty liquors through Naver Smart Store to increase consumer touchpoints.
He said, “I ran our own store, but as it’s alcohol, adult authentication was necessary, and it had to be checked regularly. Selling through Naver allows for more efficient management than our own store, so currently, I am exclusively selling online through the Smart Store.”
Bujajin is also actively entering overseas markets. It is currently exporting steadily to Singapore and has launched in Cambodia, Germany, and Australia. CEO Jo is engaging in active overseas marketing by participating in international liquor expos and meeting directly with buyers to finalize contracts.
CEO Jo noted, “Exporting soju is likely to target Koreans living abroad or serve as a one-time drink in Korean restaurants. To sustainably grow, we need to offer a product that local people enjoy.”
CEO Jo aims to ultimately make Yangpyeong the birthplace of Korean gin. He plans to establish a gin village in Yangpyeong to provide visitors with beverages, entertainment, and experiences.
He stated, “Since Bujajin is a local brand based in the region, we need to create reasons for many people to come to Yangpyeong. I will strive to offer varied programs that allow people to enjoy gin in Yangpyeong, where gin originated in Korea.”