Hip hop musician (rapper) and gourmet Choi Ja (45) has created a drink. Its name is "Molecular." It is a fruit wine made primarily from bokbunja.
On the 24th of last month, Choi Ja met at the Shinsegae Duty Free in Myeongdong, Seoul, and described the time spent drinking as "a moment infused with emotions, senses, and attitudes toward life." He said, "As I enjoyed the accompaniment, I thought, 'Why not create something I truly love?'" This marked the beginning of Molecular's history.
"The time spent drinking, the harmony between food and alcohol, was all a source of comfort for me. If music was a tool for me to express myself, I thought alcohol could be the same."
Choi Ja chose fruit wine because he felt there was a need for a drink that could pair well with Korean cuisine alongside staple alcohols like traditional liquor or distilled spirits. He stated, "There weren't many fruit wines that paired well with Korean food. Even traditional drinks were mostly makgeolli or distilled spirits. Just as wine accompanies French Michelin cuisine, I thought Korean cuisine also needed fruit wine that could be paired with it."
The ingredient he chose is bokbunja. It is a fruit that is native to Korea and has been regarded as a specialty since the Joseon Dynasty. The fact that his parents' hometown is in Gochang, a major producing area for bokbunja, also influenced his choice. Additionally, the fact that commercial bokbunja wines are all made using ethanol and sugar sparked his adventurous spirit. He expressed a desire to create alcohol using pure ingredients.
The development process was fraught with challenges. Bokbunja is a tricky fruit to turn into wine due to its characteristics when using a high proportion of it fresh. To preserve the original fruit's acidity and aroma, he opted for a non-heating process, completely excluding sugar, ethanol, and sweeteners. For sweetness, he decided to add apple juice. Choi Ja explained, "There were reasons why liquor companies couldn't and wouldn't make this. Many unappetizing samples were produced, and I considered giving up midway, but I became determined."
Over two years, he adjusted the ratios of bokbunja to apple many times, ultimately creating a unique flavor with a subtle sweetness and a well-defined acidity. Each bottle of Molecular contains 300 bokbunja berries and five apples, along with the minimal preservatives needed to meet European natural wine standards. Choi Ja described the taste of Molecular as "an acidity that grips the tongue, like the sourness of kimchi, rather than a sharp taste."
The brand name "Molecular" cleverly plays on both the terms for bokbunja (盆子) and the smallest unit of life (分子). The bottom of the bottle is engraved with the character "복" (luck), creating a double entendre.
Choi Ja stated, "The fact that it is a pure alcohol made only from materials and supplies connects it to the essence of Molecular (分子). While I removed the 복 (luck) from the bokbunja, I did not discard luck. I wrote '복' in pure Hangul at the bottom of the glass bottle. It can mean both the turned-over 복 (覆) of bokbunja and the lucky 복 (福). I wanted to give those who drink my alcohol a kind of talisman conveying luck."
He described the challenge of creating Molecular as being similar to hip hop. "When Dynamic Duo first started hip hop, we were seen as outsiders. I wasn't attractive, nor did I have a background. Still, I made various attempts. My style is to tread paths others haven't gone. Choi Ja asserts he has valued 'essence' over form in both music and alcohol."
He added, "Just as hip hop embodies not only emotions but also attitudes and ways of life, alcohol is the same. It's not just about who made it and what philosophy it embodies, but also about creating alcohol that feels like it was made with intention rather than being a mass-produced product from a factory."
The 80,000 bottles produced in the first year were sold out within six months. Choi Ja expressed his joy upon hearing that the repurchase rate was high, stating, "I was really happy to hear that customers were buying again. The feedback from someone who purchased 50 bottles was the most touching. Repeat purchases indicate that Molecular is enjoyable."
Molecular is currently exclusively available at the Shinsegae Duty Free. Regarding the priority of entering the duty-free store, he revealed, "I wanted to introduce it as a representative fruit wine of Korea to foreign tourists." He expressed his belief that "Molecular is an alcohol that maintains Korean identity while also being accessible in a modern context," adding that he hopes it will spark increased interest in Korean traditional liquors starting from Molecular.
Choi Ja remarked, "Last year, when Molecular was produced, my daughter was born. I hope that when she becomes an adult, we can toast with this drink together. I would love it if it could be a drink that is remembered long after it doesn’t come in first place." He recounted that, "Dynamic Duo also didn’t aim to come in first place. Our goal was to last long, like Stevie Wonder. I hope Molecular can be the same, becoming a brand that endures and doesn’t follow trends."