Neo Makgeolli Brewed with 'Daewangnimpyo Yeoju Rice' Unveiled at Lotte Mart
Pop-up Store to Be Held at Lotte Mart Bottle Bunker
from April 1 to 20
A new wave of traditional liquor, ‘Neo Makgeolli’ made from 100% Daewangnim-pyo Yeoju rice, is approaching consumers. From April 1 to 20, a pop-up store celebrating the launch of ‘Neo Makgeolli’ will be held at Lotte Mart Bottle Bunker Seoul Station branch. The pop-up store will consist of an ‘Experience Zone’ and a ‘Tasting Zone,’ introducing the history of makgeolli and the story of the main ingredient, Daewangnim-pyo Yeoju rice.
Named after the restaurant ‘Neo (NEO)’ operated by Chef Choi Kang-rok, ‘Neo Makgeolli’ boasts a high-quality deep flavor using 100% Daewangnim-pyo Yeoju rice as its raw material. Based on the natural sweetness of rice, ‘Neo Makgeolli’ adds a refreshing carbonation and subtle acidity through low-temperature fermentation, pairing well with rich foods and capturing the taste buds of the 20s and 30s generation.
Additionally, Chef Choi Kang-rok’s personally developed anju recipes and Neo Makgeolli exclusive goods (such as character keyrings) will be showcased on site. This pop-up will also feature Ms. Kim Soon-ok, the first certified food master of Yeoju City and representative of ‘Unggol Son Tofu.’ Ms. Kim plans to present a tasting of Yeoju rice and special anju that pairs excellently with makgeolli.
Ms. Kim, who cooks with agricultural products harvested every morning herself, said, “I want to show the true taste of Yeoju enjoyed with makgeolli.” The dishes she presents are expected to offer a modern fusion gourmet experience blending traditional liquor and local ingredients.
Mayor Lee Chung-woo of Yeoju City is also scheduled to visit the event to offer encouragement.
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Mayor Lee said, “I plan to directly observe the regional collaboration case using Daewangnim-pyo Yeoju rice and support the synergy potential between the traditional liquor industry and local agricultural products,” adding, “This event will be a meaningful project harmonizing the excellence of local agricultural products and a trendy reinterpretation of traditional liquor through Neo Makgeolli, which interprets Daewangnim-pyo Yeoju rice, the pride of the rice-producing region, with a modern sensibility.”
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