K-pop idols and Korean stars are no strangers to business, but these days, many are diving into an unexpectedly spirited market: liquor. With unique blends, traditional flavors, and modern twists, these celebrities are turning their star power into the alcohol you sip and savor. Here’s a closer look at seven Korean celebs who own or co-own liquor brands that include traditional alcoholic drinks, each adding their own flavor to Korea’s booming alcohol market.
Korean Celebrities Who Have Launched Their Own Liquor Brands
Korea’s liquor market is booming, with whisky, highballs, and traditional rice wines gaining popularity domestically and abroad. Celebrities bring creativity, personal stories, and devoted fan bases, giving their brands instant buzz. Many partners with expert distillers and local producers, ensuring quality while reflecting Korea’s rich cultural heritage. The trend highlights how K-pop and K-culture continue to influence global tastes in unexpected ways. Let’s meet Korea’s hottest celebrity drink brands below!
Liquor Brands by Korean Celebrities
1. Jin (BTS) – The “Mukbang” Star Behind IGIN
Jin is famous for his fun mukbang (eating) videos and powerful, high-toned vocals in BTS. He took his love for food and drink beyond the screen. He worked with celebrity chef Baek Jong Won to start an agricultural corporation called Jin’s Lamp. Together, they created IGIN.
This special liquor brings the true flavors of Yesan County using local ingredients (apples, watermelons, and plums). Their traditional distilled spirits and ready-to-drink offerings have already sparked a frenzy, selling out pop-up events within hours.
2. G-Dragon (BIGBANG) – PEACEMINUSONE Highball’s Trendsetter
Fashion icon and idol G-Dragon has entered the liquor world with a sleek wine-based highball under his PEACEMINUSONE brand. The Peace Minus One Highball blends Sauvignon Blanc from Burgundy with lemon for a fresh, crisp hit, perfect for fans of low-alcohol. You can find Peace Minus One Highball at CU convenience stores with limited-edition cans, showcasing G-Dragon’s unique style and creative idea. This Korean liquor is popular among K-pop fans and those who enjoy light, casual drinks.
3. Jay Park – Founder of Won Soju
Hip-hop star Jay Park has also sipped his way into the alcohol business. He launched Won Soju through his agricultural company Won Spirits, offering a smooth fusion of traditional Korean liquor, soju, and modern whisky influences. His venture shows how young Koreans today prefer premium liquor with unique flavors. Jay Park’s name also gives the brand a cool, street-smart reputation.
Since its launch in early 2022, Won Soju has become very popular, selling over six million bottles in South Korea during its first year. Now, Jay Park is bringing it to the U.S. and other countries, helping to spread Korean culture through this new kind of soju. The brand uses high-quality rice and traditional methods, but with a fresh and modern style that appeals to people who enjoy spirits like vodka or whiskey. This mix of past and present, plus Jay Park’s strong connection to hip-hop culture, makes Won Soju stand out in today’s premium liquor market.
4. Sung Si-kyung – Makgeolli Master
Singer, TV host, and entertainer Sung Si-kyung made a big splash with his traditional liquor brand. He has worked hard to bring his makgeolli Kyungtakju 12° (Kyungtakju 12 Degrees) to more people by partnering with well-known restaurants and expanding sales both online and in convenience stores.
His success with his Kyung makgeolli really shows how celebrities are helping traditional Korean drinks become popular again. This premium traditional Korean rice wine sold out in just minutes when it launched online and in stores, and it has won the top prize at the 2025 Korea Liquor Awards in the Traditional Liquor – Takju – Fresh Makgeolli category for two years in a row. What makes it more special is how it respects Korea’s old drink-making traditions while giving them a fresh, modern feel while keeping the tradition alive.
5. Kim Jae-joong – Reviving Tradition with Makgeolli
Actor and singer Kim Jae-joong teams up with the premium makgeolli brand Apgujeong Makgeolli for traditional Korean alcohol. He helped create two types of makgeolli called Won and Ryu, which bring old Korean brewing methods back to life while adding a new, modern twist.
Kim’s involvement shines a light on Korea’s rich culture and makes traditional drinks interesting to younger people and fans worldwide. This project is more than just selling liquor. It blends art with cultural pride, and gives back to society by donating part of the earnings to charity. His makgeolli shows how tradition and caring can come together in a bottle.
6. Soyou – The Sso Highball Sensation
Former SISTAR member Soyou has stepped into the world of Korean liquor and launched Sso Highball, a whisky-based ready-to-drink beverage that quickly became very popular. She made sure the drink is easy to enjoy but still feels stylish and special. Her brand is for young people who want a classy yet simple alcohol choice. Soyou’s success with Sso Highball shows how female idols are shaping Korea’s changing liquor market with their unique touch.
Soyou was deeply involved in every step, from creating the company to making the product, not just lending her name. Her drink even won a big prize at the 2025 Korea Liquor Awards. It has a smooth taste with a good alcohol level, and it does not contain sugar or purines, making it a fresh choice for many. You can find it in many convenience stores, and it has become a favorite among both fans and casual drinkers. Her hard work shows that women can lead in Korea’s alcohol business with passion and style.
7. Shin Dong-yup – A Comedian Crafting Whiskey
Not just singers, but entertainers from all kinds of fields are joining the liquor business, and comedian Shin Dong-yup is a perfect example. He teams up with convenience store 7-Eleven to launch Black Circle Whiskey. This beverage quickly became a hit. People loved it so much that it sold out almost immediately after release, leading to urgent plans for more production.
Shin’s popularity and the way he’s known for his drinking skills really helped the brand stand out. This shows that celebrity influence in the liquor world isn’t limited to one type of star—it reaches across different areas of entertainment. The success of Black Circle Whiskey proves that the liquor business is a great place for creative people to try new things and connect with younger customers who want something fresh but still tied to tradition. But experts say that for these brands to last, there needs to be a solid plan beyond just the star’s name.
Have you tried any liquor brand launched by a Korean celebrity? Which one sounds most tempting to you? Please share your favorite celeb drink or tell us which one you want to taste first!
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