Korea’s traditional liquors are now poised to captivate global audiences. A scene from a traditional liquor culture event. (Photo provided by CJ CheilJedang)
SEOUL, Dec. 22 (Korea Bizwire) — CJ CheilJedang is stepping up efforts to introduce Korean traditional spirits to global consumers, beginning with a promotional event in New York aimed at pairing Korean liquor with contemporary Korean cuisine.
The company said it recently hosted a tasting and pairing event, titled The Korean Table – Sip & Pair by jari, in collaboration with two Korean restaurants—Ho Jok Ban and Nari—in New York City. The event marked the first major brand-building initiative ahead of CJ CheilJedang’s planned launch of its premium distilled spirits brand, jari, in the U.S. market in the second half of 2026.
At the event, Hong Du-ui, owner and head bartender of the Fine & Co. bar, participated as brand ambassador, presenting six cocktails made with traditional Korean liquors, including Munbaeju and Baekryeon makgeolli sourced from domestic breweries. The cocktails were paired with dishes such as yukhoe tartare and crispy potato pancakes, designed to highlight the versatility of Korean spirits alongside Korean food.
Attendees responded positively, describing the experience as an in-depth introduction to the appeal of traditional Korean alcohol, with several expressing hopes that the featured cocktails would become permanent menu items.
Lee Jun-mo, head of the restaurant Nari, said the event demonstrated the growth potential of Korean traditional liquor, noting that as Korean food gains a firmer foothold globally, sustained efforts to promote Korean alcohol could naturally foster a dining culture in which the two are enjoyed together.
CJ CheilJedang said it selected the United States as a strategic entry point given its status as the world’s second-largest distilled spirits market and its openness to diverse food and beverage cultures. The company plans to initially position jari through Korean restaurants before expanding distribution to bars, liquor stores and major retail channels as brand awareness grows.
“Just as wine accompanies cheese or pasta, we want Korean liquor to become the natural pairing for Korean food,” a CJ CheilJedang official said, adding that the company aims to cultivate jari into a flagship global brand for Korean spirits, following the international success of its Bibigo food brand.
Lina Jang (linajang@koreabizwire.com)
