Seven-Eleven said on the 21st that it will launch Hosojoo, a bokbunja distilled spirit, in collaboration with singer Jang Min-ho and traditional liquor corporations Woorisul Company.
According to Seven-Eleven that day, Hosojoo will be released on the 24th. It is a "bokbunja soju," made by blending distilled base from Yeoju rice with bokbunja wine, and has an alcohol content of 16%. With a label inspired by the Danhoheungbae featuring a tiger and a clear glass bottle design, it delivers a look that is both Korean and trendy.
Seven-Eleven said it also paid attention to the design so that foreigners would take interest in it as a souvenir. Jang Min-ho took part in the entire production process, from selecting ingredients and taste testing to design development and promotional rollout.
Seven-Eleven plans to focus on a strategy of strengthening the lineup of unique products in this category, as domestic and overseas interest in traditional liquor continues to grow.
Kim Yu-seung, Seven-Eleven's beverage and alcohol team traditional liquor MD, said, "As preferences for local experiences and low-alcohol drinks have risen recently, traditional liquors with sophisticated designs and a variety of flavors are drawing attention, especially among younger consumers," and added, "By expanding traditional liquor—previously available only through limited channels—into convenience stores, we will improve customer convenience and serve as a platform to promote 'K-liquor' to foreigners."