BTS’s Jin Collaborates with Baek Jong-won for New Alcohol Business Venture

Jin and Baek Jong-won Launch New Alcohol Brand: IGIN

On December 11, industry insiders revealed that BTS’s Jin has partnered with renowned Korean chef Baek Jong-won to co-found Yesan Doga, a new agricultural corporation. This venture aims to introduce a unique distilled spirit known as “IGIN” later this month. Inspired by the distinctive flavors of Yesan, which is Baek Jong-won’s hometown in Chungcheongnam-do, IGIN promises to celebrate traditional liquor craftsmanship.

Product Range and Local Ingredients

In addition to the flagship distilled spirit, Yesan Doga plans to launch ready-to-drink (RTD) beverages crafted from local agricultural products. The RTD offerings will feature IGIN Sweet Tonic and IGIN Sour Tonic, utilizing locally sourced ingredients such as Yesan apples, watermelon, and plums. This approach not only enhances the product’s appeal but also supports local farmers and highlights regional flavors.

Company Background and Objectives

The establishment of Yesan Doga is supported by another company, Jinny’s Lamp, also founded by Jin and Baek Jong-won in December 2022, which is based in Yesan County, Chungcheongnam-do. Interestingly, the name “Jinny’s Lamp”was initially proposed by Jin during conversations with fans, showcasing a personal touch in this entrepreneurial journey.

Jinny’s Lamp will be responsible for overseeing the production of IGIN, while Yesan Doga, an affiliate of The Born Korea, will handle distribution. The company is currently led by CEO Byeon Jun-ho, a former executive at The Born Korea, ensuring strong leadership presence in this new endeavor.

Expert Insight and Strategic Planning

Adding to the project’s credibility is the involvement of Park Rok-dam, a master craftsman known as the “godfather of traditional Korean liquor,”who will serve as an auditor. In preparation for the official launch, Yesan Doga has also initiated recruitment efforts for managers to oversee liquor store operations and promote the sales of IGIN across various channels.

Celebrity Collaboration in the Alcohol Industry

This foray into the alcohol market is particularly noteworthy due to the collaboration between Jin, a global icon and member of BTS, and Baek Jong-won, a prominent figure in the culinary world. This partnership is poised to attract significant attention, considering Jin’s status as the first Korean artist to top the Billboard singles chart.

Jin’s enthusiasm for traditional Korean liquor has been well-documented in various formats. For instance, a 2022 episode featuring Jin in “Jin’s Traditional Alcohol Journey” on BTS’s YouTube channel, BANGTANTV, showcased his passion for traditional spirits alongside Baek Jong-won and Park Rok-dam. Furthermore, Jin has demonstrated an enduring commitment to alcohol development by gifting his own creations to friends, including fellow BTS member J-Hope, acclaimed chef Lee Yeon-bok, and actor Park Seo-ham.

Despite the excitement surrounding IGIN, a representative from Yesan Doga remarked, “There are no details we can confirm at this time,” indicating that further announcements may be forthcoming as the launch date approaches.

Source: Naver

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