Seven Eleven Launches Beer and Distilled Spirits with Popular Solo Drinking YouTuber ‘Mijane Jumak’

Seven Eleven announced on the 7th that it will release ‘Mijane Beer’ and ‘Mijaju,’ a beer and distilled liquor collaborated with the popular solo drinking mukbang YouTube channel ‘Mijane Jumak.’

A consumer is selecting Mijane beer at Seven Eleven. [Photo by Seven Eleven]

‘Mijane Jumak’ is a YouTube channel run by comedian and YouTuber ‘Mija,’ with about 530,000 subscribers. It is a popular solo drinking mukbang channel. Subscribers are enthusiastic about the image of ‘Mija properly drinking and enjoying alcohol,’ and the average views of the uploaded videos exceed 1 million, showing its popularity.

Seven Eleven planned the collaboration product with the popular solo drinking mukbang YouTube channel ‘Mijane Jumak’ as the number of single-person households increased and the home drinking and solo drinking culture greatly expanded due to COVID-19.

Since the product is released in the summer season when liquor sales surge, Seven Eleven expects an even better response. In fact, looking at Seven Eleven’s beer sales over the past three months (May to July), sales increased by about 50% compared to the previous three months (February to April). Accordingly, they plan to respond to the summer peak season liquor demand by introducing barley beer full of refreshing taste and distilled liquor that can be enjoyed as various cocktails in summer.

The newly launched ‘Mijane Beer’ is a light lager made using Jeju green barley, featuring a smooth and clean finish. ‘Mijaju’ is a zero-sugar distilled liquor characterized by a subtle omija (Schisandra berry) scent. It can be enjoyed alone or mixed with carbonated water or preferred beverages to easily make cocktails at home.

YouTuber ‘Mija,’ who is passionate about alcohol, directly participated in the product development process. After several sensory tests, the optimal flavor and smooth finish were achieved. The package design features dreamy-colored calligraphy reflecting the meaning of ‘Mija’ as ‘a woman who graduated from Hongdae Art School.’

Kim Heung-sik, head of the beverage and liquor team at Seven Eleven, said, “Recently, many customers watch YouTube to enjoy unique solo drinking, so we planned a collaboration product with a popular YouTuber. We will continue to propose new products to customers through collaborations with influencers in various fields.”

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