Sung Si-kyung's 'makgeolli' brand takes market by storm - koreatimes

Singer Sung Si-kyung, right, explains Kyungtakju 12 Degrees, a "makgeolli" brand he launched on Feb. 22, on his YouTube channel. Captured from Sung's YouTube

By Park Jin-hai

Singer Sung Si-kyung, in partnership with an agricultural corporation, has introduced a new brand of "makgeolli," a traditional Korean alcoholic beverage made of fermented rice, that's quickly becoming a favorite among his fans as well as foodies.

Known as an aficionado of gourmet and spirits, Sung unveiled his alcohol brand, Kyung, named after himself, and its first product, Kyungtakju 12 Degrees, on Feb. 22. Takju, meaning "opaque wine" in Korean, is a name for a category of unrefined, fermented alcoholic beverages that includes makgeolli.

Despite its premium price of 28,000 won ($21.40) for two bottles, significantly above the usual range of 2,500 won to 10,000 won for other makgeolli brands, the product sells out within minutes every day at 11 a.m.

Fans rave about the makgeolli's rich flavor. One reviewer said, "I finally succeeded in securing a bottle after 10 failed attempts. As advised, I tried the first sip straight and then on the rocks version. It has a yogurt-like texture with a rich and deep flavor. It goes perfectly with Sung Si-kyung's favorite kimchi from the Jeolla region."

Another customer said, "It is a well-balanced and well-made beverage. It has nuances mainly of rice, but also traces of floral notes."

Kyungtakju 12 Degrees by Sung Si-kyung / Captured from Instagram

Kyungtakju 12 Degrees contains more than 46 percent rice and is manufactured by J1, a small distiller opened by Hwang Je-won, who previously worked for fresh food delivery platform Kurly and craft beer maker Amazing Brewing Company.

The balladeer, known for his passion for food and drinks, has been sharing "meokbang," referring to eating videos in Korean, and "sulbang," or drinking videos, on his YouTube channel. Over the past two years, he has been cooking and visiting underrated restaurants, which usually attract crowds quickly following his visits.

In a video on his channel introducing Kyungtakju, Sung said he was directly involved in the brand's development and launch.

The singer added that he launched the brand because he wanted to "share a makgeolli that meets his standards of excellence with a wider audience."

He added, "From the beginning, I have this mindset that I will not go with this idea if I cannot guarantee the quality of the beverage."

Sung plans to expand his line with Kyungsoju, with his take on soju, Korea's beloved distilled spirit, slated for release later this year.

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