Seoul Jangsu announced on the 21st that it will participate in the '2025 Korea Makgeolli Expo (MAXPO 20255).' Participating for the third consecutive year, Seoul Jangsu plans to enhance communication with the younger generation beyond the popularization of traditional liquor and solidify its brand leadership.
The Makgeolli Expo is the country's representative specialized exhibition for makgeolli, hosted by the Korea Makgeolli Association and organized by the Makgeolli Promotion Committee. This year, more than 120 companies will participate. Approximately 30,000 visitors are expected.
At this expo, Seoul Jangsu will present content themed 'The journey of makgeolli moving from tradition to culture and creation,' encompassing authenticity, modern sensibility, and creative interpretation. The booth will consist of three zones based on the keywords ▲Classic ▲Culture ▲Creation. Each area will feature experiential content that combines tradition and modernity with a creative sense, centered around Seoul Jangsu's products.
This year, they introduced a cocktail bar concept utilizing the character 'Steel Duck.' Through collaboration with the character brand, they aim to provide a new brand experience for the MZ generation (born from the late 1980s to the early 2000s) and plan to encourage immersive consumer experiences through on-site events, including the distribution of merchandise.
A representative from Seoul Jangsu said, 'This Korea Makgeolli Expo is a meaningful opportunity for Seoul Jangsu to take a leap as the representative brand of traditional liquor,' and noted, 'We will expand our interaction with more consumers by extending makgeolli from a simple traditional liquor to a young and sensuous lifestyle content.'