Companies Leaping on Makgeolli Bandwagon
By Kim Hyun-cheol
Staff Reporter
The number of applications filed by companies attempting to secure trademarks for makgeolli soared to a record-high level last year as the popularity of the traditional Korean alcoholic rice drink continued to pick up, the Korean Intellectual Property Office (KIPO) said Monday.
A total of 889 applications were submitted, up over 32 percent from 672 in 2008. In the early 2000s such efforts stayed between 300 to 500 applications annually, but have been on a steady rise since surging to 791 in 2006.
Fueled by a sweeping well-being trend in the country and a development in quality, a sharp growth of makgeolli bars has contributed to the increase of registered trademarks, according to the office.
"Preference is rising among the younger generation as knowledge about its health benefits have been spread widely. Also, developments in brewing and cold storage distribution technology appears to have spurred the creation of more brands," a KIPO spokesman said.
The marketing of makgeolli is likely to maintain its momentum this year, and bars and restaurants specializing in traditional drinks are expected to continue popping up.
Additionally, many local governments are rolling up their sleeves to keep up with the trend.
Currently, Gyeonggi Province is spearheading regional marketing of the drink with its famous ``edong'' style of makgeolli. Edong Jujo, a Gyeonggi-based producer, became the first Korean maker to air advertisements on Japanese public television last year.
Various regions in the country are also looking to promote a local variety of the rice beverage in a modernized form, hoping to promote their region and give a boost to local communities.
Recent cases of developing local variations of makgeolli include the "omegisool" of Jeju Island and the "ulgeumju" of Gwangju. Omegijsool is made of the southern island's representative staple grain, millet, instead of rice, while ulgeumju adds a pinch of turmeric in the process of brewing.
Efforts to promote the rice wine overseas are also continuing. Makgeolli was the official toasting drink at the "Korea Night 2010" event during last week's Davos Forum in Switzerland.
Mimong, a brand of a major local brewery Kooksoondang, was served to all participants, including President Lee Myung-bak, at the event, accompanying dishes of Korean food, or hansik.