On Saturday at 9:20 a.m. Despite the early weekend morning, there was already a lively buzz around Hangnyeoul station's SETEC. Even in the chilly air of March 2025, the excitement of the attendees marking the second day of the Korea Wine & Spirits Awards EXPO was palpable.
As the entrance time of 11 a.m. approached, the line stretching from the entrance inside the exhibition hall grew long enough to wrap around the building outside. Attendees, each carrying various empty bags, were visible in the line that extended nearly 200 meters.
"Last year, the popular drinks ran out before I could try everything, so I made a plan for this year."
Kim Yang-jin, positioned at the front of the waiting line, noted that he left Guwol-dong, Incheon, at 8 a.m. with three friends. He showcased his 45-liter large-capacity backpack he had on his back, adding with a joke that it was "special equipment for strategic purchasing."
As soon as the entry began at 11 a.m., long lines formed at popular booths like NARA CELLAR and Zennihon Liquor. Young people continuously took pictures holding tasting bottles on social media, using their smartphones to capture sparkling golden images of amber whiskey illuminated in the light. Everywhere, exclamations like “This is delicious” and “I have to buy this” could be heard.
An elderly couple with gray hair stood out. Seventy-two-year-old Yang Dong-soo settled in early with his wife. He said, "I started collecting traditional liquor 30 years ago, and now I have over 200 bottles," adding, "Having such a hobby at our age is a source of vitality in life."
About halfway through the queue, a young couple murmured while looking over the event brochure, "I must attend the whiskey class hosted by YouTuber Kim Bit-na."
This 2025 Korea Wine & Spirits Awards EXPO, which determines the best liquors in the country, is being held from the 7th to the 9th at the entirety of SETEC near Hangnyeoul station in Seoul. The first day, the 7th, was primarily filled with awards and expert lectures. The second day was arranged with various experiential programs for general consumers and liquor enthusiasts.
On the 8th, continuous foot traffic was observed from attendees eager to sample the 431 award-winning liquors among the 1,008 brands submitted.
Starting at 1 p.m. on the 8th, YouTuber Kim Bit-na will hold a "whiskey introductory class." Kim, who earned a master's degree in brewing and distillation from Heriot-Watt University in Scotland, plans to provide insights from basic to advanced knowledge of whiskey while comparing major whiskeys.
From 2 p.m., a blind tasting and liquor-related quiz event will be held for attendees. Following that, starting at 3 p.m., announcer Kwon Se-ran will host an "auction show." Various auction items will be presented, including major liquors that received awards at this tasting contest.
As a special program for the second day, there will be a stand-up comedy performance starting at 4 p.m. Comedians Kim Jong-seok, Kim Young-goo, and Kim Jong-chan will present a delightful show themed "Liquor and Everyday Life."
Finally, at 5 p.m., a raffle event for all attendees will take place. Major prizes include various liquor sets awarded at the Korea Wine & Spirits Awards, along with specially crafted souvenirs.
This event continues until the 9th Sunday, spanning three exhibition halls with over 200 booths. It has been evaluated as a comprehensive festival showcasing the current and future landscape of the domestic liquor industry, beyond simple tastings and sales.
On the 9th, a seminar on the "globalization strategy of domestic liquor" and presentations of successful overseas ventures will be held. This event is expected to be a platform for discussing practical measures for the domestic liquor industry to leap into the global market.