A Glass of Soju with Gamjatang? ... Daesunju and Tongppyeo Gamjatang Release Collaboration Product

Daeseon X Tongppyeo Gamjatang product image.

[Asia Economy Yeongnam Reporting Headquarters Reporter Hwang Du-yeol] Daeseon Joojo, a representative soju brand of Busan, Ulsan, and Gyeongnam, has partnered with the gamjatang brand Tongppyeo Gamjatang.

Daeseon Joojo is releasing a collaboration product together with Tongppyeo Gamjatang, which is based in Busan and has grown into a nationwide brand.

This collaboration between the two companies was promoted as part of the 'Daestar Collaboration Booster Program' organized by the Busan Regional Small and Medium Venture Business Administration to support large and medium-sized enterprises and small businesses.

Tongppyeo Gamjatang is a first-generation franchise company in Busan, starting with the Beomcheon branch in 1999 and now having over 100 franchise stores nationwide.

Before releasing the collaboration product, Daeseon Joojo plans to exhibit its main products including 'Daeseon' and the Tongppyeo Gamjatang collaboration product at the international food expo held at BEXCO in Busan from the 21st to the 23rd.

The collaboration product features the signature color and wave pattern symbolizing Daeseon soju, along with a photo of the Daeseon soju product.

The two companies will also hold joint events at the international food expo. Visitors to BEXCO during the event can receive various gifts provided by Daeseon Joojo and have a chance to win 30 packs of Tongppyeo Gamjatang through a raffle.

During the event period, a 1kg two-pack gamjatang set priced at 23,500 KRW including shipping can also be purchased at a 30% discount on Naver Smart Store.

For this collaboration event, Tongppyeo Gamjatang will produce 10,000 exclusive products by mid-November and sell them through Naver Smart Store and over 100 offline stores.

Simultaneously with the launch of the exclusive product, Daeseon Joojo and Tongppyeo Gamjatang will invite SNS influencers to hold joint marketing events such as tasting sessions.

Based on common consumer interests, the two companies plan to release collaboration goods such as mini iceboxes to promote mutual growth.

Jo Woo-hyun, CEO of Daeseon Joojo, said, “Soju is the best alcohol to pair with gamjatang, so this collaboration is expected to create significant synergy,” adding, “Collaborating with Busan’s representative gamjatang brand will also help us reach the MZ generation who seek fun in taste.”

Kim Eun-ji, CEO of Tongppyeo Gamjatang, said, “The collaboration between a regional representative soju brand with nearly 100 years of tradition and a food service brand that has grown based on the region will be an opportunity to approach citizens more familiarly,” and added, “It will be a model of mutual growth among local companies.”

In February, Daeseon Joojo collaborated with Frontier Food to release 40,000 pork soup meal kits featuring the Daeseon soju signature design, which sold out within two weeks.

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