Now In Korea
Hwayo’s 22-Year Journey: Traditional Korean Distilled Spirit Goes Global
Creatrip Team
3 months ago
Hwayo, a Korean traditional distilled soju maker, marked its 22nd anniversary and outlined plans to globalize Korean drinking culture. Founder Jo Hee-kyung said she wants to show that “the most Korean is the most global.” The Hwayo group includes Hwayo (traditional distilled liquor), Gwangjuyo (ceramics), and Gaon Society (fine-dining hanjeongsik restaurants). Despite 10 years of losses after launching a premium 41% distilled soju in 2003, the company grew about 25% annually and gained international interest as K-pop (notably BTS) raised global curiosity about Korean culture. In 2023 Hwayo opened a smart factory in Yeoju automating most steps—from koji (ssal-nuruk; rice fermentation starter) and steamed rice production to distillation—while preserving manual work for key traditional processes and aging in onggi (traditional earthenware). Hwayo uses AI to store brewing data and explore generative AI applications. Regulatory hurdles remain: current tax rules charge a value-based liquor tax (jonggase; 종가세), keeping prices high, and Hwayo isn’t classified as a regional specialty soju, limiting online sales. Still, Hwayo is expanding its lineup—launching a 19% oak-blended premium soju “Hwayo19Geum (金)” and a 53% limited “Hwayo53 Jeokma Edition” with illustrator Heug Yoseok, and planning a canned highball for 2026—to target both premium and low-alcohol markets while promoting Korean food, ceramics, and beverage culture together.
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