‘Chum-Churum’ Soju Marks 20 Years with Retro Design and Smoother Recipe
Creatrip Team
25 days ago
Lotte Chilsung Beverage relaunched its signature soju brand Chum-Churum (처음처럼) for its 20th anniversary, emphasizing the brand’s original spirit with a retro design featuring a young bird and sprout motifs and a water-drop motif symbolizing 100% spring rock water. The bottle neck carries a 20th-anniversary neck label and the alcohol strength is marked at 16% to highlight the brand’s soft soju trend. The reformulated product blends 100% rock spring water with rice distillate and the natural sweetener allulose to reduce bitterness and create a smoother finish. Earlier this year the company also reintroduced “Chum-Churum Classic,” restoring the original 20% recipe while keeping continuity through rock water, rice distillate and allulose, and using a deep green label to convey richer flavor. At the Gangneung plant, a Chum-Churum brand experience center offers rock-water programs, cup-making, and soju cocktail workshops, plus a 10th-floor lounge with three-sided screen media art recreating a journey to Daegwallyeong’s rock spring water. Lotte plans to continue marketing the brand around its 100% rock spring water and smooth character.
