[Gu Eun-mo's Sake Talk] Yangchon Brewery CEO Lee Dong-jung: "True Succession Requires New Attempts and Challenges"

<8> Nonsan, Chungnam 'Yangchon Yangjo'②

"Proud to Inherit a Century-Old Brewery Tradition"
"Need to Develop Alcohol to Suit Consumer Tastes and Demand"

CEO of Yangchon Brewery on the move

"We take pride in continuing the traditional liquor brewing activities for 100 years across three generations in one place. I believe true succession means preserving the inherited tradition while developing and advancing it in line with the changing times."

Lee Dong-jung, CEO of Yangchon Brewery, emphasized in an interview with Asia Economy on the 7th that for our unique alcohol culture to continue thriving in people's interest, new attempts and challenges must be added based on tradition.

CEO Lee said that first and foremost, he considers protecting the brewery with its long history and passing it on to future generations as his own mission. He expressed, "Inheriting a building and culture with a hundred years of history is a very rare and precious thing," adding, "Continuing the brewing business is not only about succeeding a family business but also about preserving Korea's unique traditional culture." He also shared his sense of accomplishment in maintaining the business and gaining consumer support over nearly 50 years in the brewing industry.

However, he made it clear that simply passing down what was inherited as is does not constitute true succession. In the past, Makgeolli was a drink consumed casually to quench thirst and hunger, but today, traditional liquors including Makgeolli are no longer just beverages to relieve thirst or get intoxicated. Modern alcohol has evolved beyond simply enjoying taste to becoming a means of expressing personal preferences and the values contained within.

CEO Lee explained, "If time passes and society changes, we must develop alcohol that suits the tastes and demands of changed consumers," adding, "Selecting eco-friendly snail rice without pesticides as an ingredient was in that context." Snail rice, which would not have been chosen if only taste and profit were considered, was selected because they read and immediately reflected the era and consumer trends, resulting in a warm response from consumers and ultimately gaining the strength to continue the brewery's tradition.

Yangchon Brewery's distilled soju "Yeoyu," a modern restoration of "Songgwang Soju" launched in 1956.

Finally, he stressed that for the recent surge in interest in traditional liquor, especially among younger generations, to continue, it is important for everyone in the industry to unite with the same mindset. CEO Lee said, "It is encouraging that the entire industry seems to be growing and developing as young people have recently shown great interest in traditional liquor," adding, "Traditional liquor is both an industry and a traditional culture that we must protect and develop, so I hope producers and the government will work together."

With a product portfolio ranging from Makgeolli to Cheongju and Soju already established, CEO Lee plans to lay the foundation for production for future generations. He said, "Currently, the brewery is old and narrow, separate from its historical value, and it is true that it is cramped and complicated," adding, "As production steadily increases, expanding the brewery is inevitable." He continued, "We plan to secure a site nearby soon and prepare a second factory," and asked, "Please continue to watch how Yangchon Brewery will change in the future."

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