Andong Traditional Liquor Spreads Its Aroma Worldwide

A Global Expo Where Traditional Culture Meets Export Strategy

Andong City in North Gyeongsang Province and the Korea Institute of Spiritual Culture will host the "2025 Andong Traditional Liquor Expo" from September 12 to 14 at the Woryeonggyo Bridge area as part of their initiative to foster tourism hub cities.

This event will feature homemade liquors from 11 prestigious family estates in North Gyeongsang Province, including Nongam Jongtaek, Hakbong Jongtaek, and Nosongjeong, along with products such as Andong Soju, Ongcheon Makgeolli, and Andong Beer. A total of 27 companies will participate, showcasing the deep allure of traditional liquors.

◆ Full-Scale Expansion into Overseas Markets

On the opening day, international buyers from countries such as New Zealand and Vietnam will attend, and a memorandum of understanding (MOU) will be signed to expand traditional liquor exports. In particular, Hancocks, New Zealand's exclusive liquor distributor, will hold on-site consultations with Andong liquor companies, accelerating the development of global sales channels.

Following Myeongin Andong Soju's entry into the Vietnamese market last year, this new agreement is expected to serve as a bridgehead for Andong traditional liquors to expand their reach beyond Asia to Oceania.

◆ Combining Cultural Heritage and Experiential Economy

This expo has been designed not just as an exhibition, but as a convergence of culture and tourism. Each estate’s liquor is crafted using local ingredients such as chrysanthemums, pine needles, and melons, offering a glimpse into Andong’s unique hospitality and ceremonial traditions.

On site, visitors can purchase traditional liquors and enjoy them with finger foods at the traditional liquor pub "Dalbit Judam," and award-winning cocktails from the traditional liquor cocktail competition will also be available. By providing a new culinary experience for younger generations and international tourists, the expo enhances the value of the experiential economy.

◆ Impact on the Local Economy and Tourism

The Andong traditional liquor industry is regarded as a high value-added sector that combines agriculture, tourism, and culture. The synergy between liquor sales and tourism consumption is expected to generate economic ripple effects worth billions of won for related industries such as local accommodation, dining, and transportation.

Furthermore, expanding cooperation with international buyers not only increases sales for Andong liquor companies but also offers an opportunity to establish the brand image of "Andong = City of Traditional Liquor" in the global market.

An official from Andong City stated, "This expo combines the spirit of hospitality for honored guests with traditional culture, enhancing the region’s competitiveness," and emphasized, "It will serve as a starting point for building an export base and revitalizing tourism at the same time."

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