Fourth of July this year brought in a new kind of bang when I attended the Seoul International Wines & Spirit Expo 2024 (SIWSE) hosted at the Coex Exhibition Centre in Gangnam, Seoul, organized by the Korea International Exhibition Co., Ltd. (KIECO). By the end of day three, I felt I had time traveled to tastes steeped in history and back again to the commanding allure that is modern-day Seoul. Unforgettable does not do the experience justice. Being a woman that is well into my ajumma (아줌마/married or middle-aged woman) phase at just a few years short of a half a century, I have fully embraced this part of my story. I’m at the precious age where I often reminisce about the good old days. I recall how interesting life was with good pals and good drinks. Still today, nothing beats a relaxed meal and a nice conversation with a welcomed friend. Wine is often a nice addition to dinner while spirits rarely miss a celebration. So when I traveled to Seoul for SIWSE 2024, I naturally acclimated into the culture of open camaraderie over drinks and became re-energized by the atmosphere. With well over three hundred brands represented from around the world, it was indeed a challenge to traverse the exhilarating maze of wine and spirits. SIWSE 2024 introduced me to several memorable brands that I can’t wait to incorporate into my future stories and share with my treasured friends.
The first day of the expo started off warm and welcoming. It was an excellent day to encounter some happy spirits! After enjoying a light breakfast, I grabbed a taxi with my friend and colleague, A3Day Podcast, and headed over to the Coex Exhibition Center in Gangnam. Not failing my high expectations, the exhibition grounds rose beautifully from the hustle and bustle of Seoul’s city traffic like a welcoming beacon. As I made my way towards the entry, I was greeted by the infamous “Gangnam Style” statue representing global sensation, Psy’s hit song of the same name. Even more than a decade later, both the song and the statue still draw interest and smiles. Of course, I tried to snap a shot here and there, but the crowds were too demanding so I clicked and kept it pushing. Along with several massive halls and spaces, such as a grand ballroom and multiple conference rooms across four floors, that make up the Coex Exhibition Centre, there are also numerous shopping and dining options to choose from. I certainly cannot forget to mention the illustrious Starfield Coex Mall. If you have ever done a Google search on “things to do in Seoul”, one of the most highly recommended stops is the Starfield Library in this mall. Pictures cannot capture the essence that embraces you as you walk into the library. Being an avid reader and lover of storytelling, my heart was enraptured. As I stood there and gaped in awe at the books upon books rising into the heavens, I felt refreshed with every level. I had barely made it to the expo hall and I was already in wonderland.
With a refreshed spirit and clean heart, I grabbed some Korean fried chicken from KFC to get the momentum started. Listen, I wanted to be ready for whatever the day brought, and there is nothing better than Korean fried chicken to prepare the palette (and tummy) for a long day of imbibing! It was the perfect precursor to start my tour of sul (술).
Due to the sheer number of brands present, it was a good chance that we might not get to visit every booth. So my colleague and I decided to divide and conquer. She would explore wine while I would chase spirits. I chose to focus on spirits unique to Korea and other nearby regions. Of course, Korea’s native alcohols, soju and makgeolli, were impressively represented. So, I plotted my chart towards those brands. In case you’re wondering, beer was also available. However, it is not considered a spirit since it is fermented rather than distilled. Although it has grown tremendously in popularity throughout South Korea, it is also not native to the region. So, I decided to exclude it for this occasion. And yes, I know that makgeolli is a wine made by fermenting rice, nuruk, and water. But because my focus is on Korean and Asian brands, I was happy to ignore that small distinction. As I strolled through the exposition with my eyes wide open and my game plan ready, I happily sampled familiar and not so familiar brands. You know, for research purposes, and all. While I explored a plethora of Korean and Asian spirits, there were a few hidden gems that became instant favorites. I just couldn’t walk away without them. Here is a list of my favorites (in order of encounter).
Jegalryang Korea
This is a Chinese spirit that is imported to South Korea by Jegal Ryang Korea Co, Ltd. When paired with jasmine tea, lime and ice, the subtle pineapple flavor is smooth and nice to sip. The Jegal Ryang brand was created by a famous Chinese Prime Minister (imperial court minister) named Zhuge Liang, of the Three Kingdoms period. The brand has survived over the centuries and is still being produced by his heirs. I enjoyed learning about its rich history as I savored the understated melodies. This is an excellent option for someone who enjoys a sophisticated flavor after a fresh or light meal as it won’t cause a hangover.
C Makgeolli
C Makgeolli honors its roots by brewing their makgeolli according to traditional techniques and culture while infusing natural, premium flavors that pair well with contemporary dishes and snacks. Each generation can find an appealing flavor through their classic, acidic yet silky blend, or one of the more complex but subtle flavors that highlight favorite meals of today’s young adults like cheese pizza.
I had the immense pleasure of sampling their summer seasonal blend [pictured above] with a mild tomato and basil infusion. I was instantly enamored and purchased a bottle on the spot. Later, I enjoyed that bottle after a light bowl of bibimyun from 7-11 and all became right with the world. (Yes, I drank the whole bottle. Don’t judge me!)
IG: cmakgeolli
Kori Korean Herbal Gin
This one is truly a winner. Although Josh, the young gentleman at the booth, recommended that I sample it with the tea, I opted not to for the first try. Reason being is that when I was younger, I used to prefer gin over other liquors. I was curious how this would compare. Kori is very earthy and at 47% proof you not only taste every bit of the earthiness, you feel it too. Those flavors seemed to call to the very nature of me and I cannot say how happy I am that I tried it alone first. I don’t think I would have recognized the depth of its flavors if I hadn’t. This is another that I purchased without hesitation. Of course, the proof is quite strong, so I will definitely be adding my preferred tea to it once I have another sip at home, but it’s earned a space at the top of my bar. I cannot wait to share the story of its discovery in the future with friends over conversation.
Website: HouseofHeritage.kr
Myeongin Andong Soju
This soju is FIRE! No, seriously. It tasted like fire going down. Honestly, it’s way out of my league, but it reminded me of my eldest brother. Both the bottling and the liquor. The moment I saw that face on the bottle, I knew I was going to get it. While I personally was drawn to the bottle’s uniqueness, I was also very correct in its selection as a gift for my big bro. He loves the taste of this soju, calling it his “day ender.” Just one shot slams the door on all the woes of his work day and brings him home to happiness.
Website: www.Andongsoju.com
Kkumbrewery
This makgeolli was my absolute favorite. Ladies, if you like makgeolli and are either in, or entering into your soft girl era, this brand perfectly punctuates that feeling. From the simple but elegant bottling to the sweet, slightly acid hints of peaches, I could not get enough of this brand.
It was created by a mother who’s love you can feel in every drop. They don’t ship internationally yet so when the last of it was gone, I was a little sad. Still, I felt so blessed to have experienced this unique blend.
IG: Kkumbrewery
Of course, if there are drinks there has to be snacks, too. From meats to breads and beyond, there were so many options to explore that my head was constantly turning. Here are a couple of the snacks that made a big impression on me.
Piora Coffee and Cake
If there is one thing you will find in South Korea, it is unique and amazing cafes. Piora offered a lovely bread that I had right after sampling Kkumbrewery. It was so good . The owner was so very charming as she shared that her cafe is located about an hour or so outside of Seoul. If you are looking to explore South Korea off the beaten path, I hope you encounter Piora Coffee and Cake and have the chance to taste her sweet creations.
IG: CafePiora
Vlees Premium African Handmade Charcuterie
Salty snacks and good spirits are a winning match. Vlees African Jerky, or biltong, is so damn good! It knocks every other jerky I have had right out of the park. Not only is the meat softer and easier to chew, the flavor is so deep and vibrant. Of the three flavors offered, I fell in love with the Chili Bite flavor. I purchased a small pack thinking that I would keep it for later. Before I made it to the next booth, I was already digging into the bag. I finished it in no time flat. All three flavors were really good, but Chili Bite and Biltong Bite were my favorites.
Biltong is a traditional snack from South Africa that is being introduced globally through Vlees. I hope that I can find this snack in H-Mart later because I can surely see this becoming a favorite snack to grab with my nightcap or when catching a game on TV.
IG: Vlees_Biltong
There was so much to see and experience at the Seoul International Wines & Spirit Expo 2024. And South Korea did not disappoint with the outstanding offerings of soju and makgeolli this year. I am both honored and inspired to have been a part of such an amazing event. Excellent work to all of the brand participants and event organizers for allowing us to partake in such a wondrous affair. Be sure to find and follow the brands mentioned. All were truly wonderful.
Have you heard of any of these brands? Would you try one of the soju or makgeollis I found at the expo?
CoolHappyTash
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