Bohae and Ediya Join Hands to Create 'Bokbunja Baengsho'

[Asia Economy Honam Reporting Headquarters Reporter Park Jin-hyung] Bohae Bokbunja, a representative alcoholic beverage of Korea, is newly born through a collaboration with Ediya Coffee.

Bohae Brewery (CEO Lim Ji-seon) is launching Bokbunja Bangshow at Ediya Coffee to celebrate the 17th anniversary of Bohae Bokbunja.

As unique collaborations between different brands such as ‘Gompyo Beer’ have gained popularity among MZ generation consumers, great expectations are focused on the meeting of Bohae and Ediya.

Bokbunja Bangshow will be sold at Ediya stores nationwide starting from the 16th.

Since its establishment in 2001, Ediya Coffee has operated the largest number of stores in Korea and has grown into a representative coffee chain in the country.

Beloved for its diverse menu and reasonable prices, Ediya chose Bohae Bokbunja to create a special Bangshow amid the growing popularity of Bangshow.

Bangshow, which means ‘warm wine’ in French, has recently attracted great attention from consumers as it has been sold as a main menu item at major coffee chains over the past 2 to 3 years.

Despite the overall decline in alcohol sales due to the spread of COVID-19, Bohae Bokbunja has demonstrated its status as a hit product by increasing sales by more than 20% compared to 2020.

In particular, consumers in their 20s and 30s share ways to drink Bokbunja mixed with sparkling water in ice glasses, and although it has been nearly 20 years since its launch, it is still regarded as a trendy product.

Bohae and Ediya plan to hold a goods event to commemorate the launch of Bangshow.

A Bohae Brewery official said, “Bohae Bokbunja is presenting Bokbunja Bangshow through its first-ever collaboration with an external brand in 17 years,” and added, “We expect to offer consumers a unique enjoyment through the meeting of Korea’s No.1 brand Bohae Bokbunja and the native coffee brand Ediya.”

This content was produced with the assistance of AI translation services.