Lotte Chilsung Launches Art Collaboration Edition 'Majooang Dalhangari'

Lotte Chilsung Beverage announced on the 18th that it will present the Majuang Art Collabo Edition, which collaborated with artworks, again this year following last year.

The two types of ‘Majuang Dalhangari’ released as a limited edition this year were planned to newly promote the brand value of ‘Majuang,’ Korea’s oldest wine that has been loved by domestic consumers for a long time. From the taste and aroma of the wine to the label design, every aspect of the wine reflects Korean preferences.

‘Majuang Dalhangari,’ emphasizing a rich aroma and a soft tannin feel to suit domestic consumers’ preferences, was created in collaboration with the Chilean boutique winery ‘Vina Aquitania,’ which leads the boutique wine industry in Chile. The two different label designs of ‘Majuang Dalhangari’ will be sold in limited quantities of 12,000 bottles each, totaling 24,000 bottles.

The label design continued the wine’s concept of ‘tailored to Korean tastes’ by selecting two types of minhwa (traditional Korean folk paintings) depicting Dalhangari, which has long been used as a material for household items and various artworks in Koreans’ lives. This label design was produced in collaboration with artist Sohye Kim Youngsik, who actively promotes minhwa both domestically and internationally by participating in minhwa exhibitions in the United States, Austria, China, and other countries.

The two types of ‘Majuang Dalhangari’ will be sold through various channels such as large supermarkets, department stores, and convenience stores. The alcohol content is 13.5%, and it is a red wine made from 100% Cabernet Sauvignon grapes.

A Lotte Chilsung Beverage official said, “We will actively engage in various cultural projects that emphasize Korean characteristics to support the brand concept of ‘Majuang’ as a wine with Korean tastes, including donating part of the sales proceeds of Majuang Dalhangari to organizations related to Korean art and cultural heritage.”

Meanwhile, Lotte Chilsung Beverage previously released two types of wines, ‘Majuang Nuit Saint Georges’ and ‘Majuang Champagne,’ in 2022 as art collabo editions using national treasure ceramics owned by the Kansong Art Museum.

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