Kooksoondang Operates 'Kooksoondang Popup Store' at Hoengseong Hanwoo Festival

[Asia Economy Reporter Eunmo Koo] Kooksoondang announced on the 30th that it will operate a Kooksoondang pop-up store at the Hoengseong Hanwoo Festival and hold various events to promote the harmony between Korean traditional liquor such as Baekseju and Hoengseong Hanwoo, a local delicacy.

The Hoengseong Hanwoo Festival, designated as a cultural tourism festival by the Ministry of Culture, Sports and Tourism, is hosted by Hoengseong County and organized by the Hoengseong Cultural Foundation. This year marks the 18th festival, which will be held face-to-face for the first time in three years from today until the 4th of next month at the Hoengseong Sports Complex in Gangwon Province. Three Hanwoo grilling zones operated by Hoengseong Hanwoo production and distribution organizations will be set up at the venue, including a 'Hanwoo BBQ Zone,' offering various food and cultural events.

The Kooksoondang pop-up store provides diverse information about the history of Korean traditional liquor and the brewing process. Additionally, it operates a program called ‘Making Kooksoondang Makgeolli that pairs with premium Hoengseong Hanwoo,’ promoting the makgeolli brewing technique designated as a national intangible cultural asset and offering visitors enjoyable memories. The makgeolli brewing experience is held twice daily during the festival period. Pre-reservations are already full, but remaining seats will be available on-site on the day of the event.

At the Hoengseong Hanwoo grilling zones, experiential events are held to promote the pairing of premium Hoengseong Hanwoo and the fine liquor Baekseju. Baekseju is brewed using Seolgengmi, the first domestically cultivated rice exclusively for brewing, grown under contract farming with local farmers in Hoengseong, deepening its connection with the Hoengseong Hanwoo Festival. In addition, as part of the ‘Rice Bucket Challenge,’ a public campaign to promote rice consumption and support farmers, one ton of Eosajinmi, a specialty rice from the Hoengseong region, will be distributed to visitors through the event as part of rice consumption promotion activities.

A Kooksoondang official said, “Kooksoondang has signed an official sponsorship agreement to contribute to the development of the local community through the revitalization of the Hoengseong Hanwoo Festival and has supported the festival by releasing promotional label products for the Hanwoo Festival. We plan to operate a Kooksoondang pop-up store at the festival venue to spread the harmony of Korean traditional liquor such as Baekseju and local delicacies like Hoengseong Hanwoo.”

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