Hwayo sets sights on becoming Korea’s national soju brand

Hwayo President Cho Hee-kyung speaks during a press conference marking the company’s 22nd anniversary at its manufacturing plant in Yeoju, Gyeonggi Province, Monday. Courtesy of Hwayo

YEOJU, Gyeonggi Province — Hwayo, Korea's leading distilled soju company, wants to become the nation's No. 1 premium soju brand, hoping its product will serve as a signature drink at major business meetings around the world.

During a press conference celebrating the firm's 22nd anniversary on Monday, Hwayo President Cho Hee-kyung said the authentic Korean product can be popular globally — although the current international market for clear spirits is largely dominated by vodka and gin.

“Many high-end restaurants in China offer liquor lists spanning more than 30 pages, yet only a single page is devoted to clear spirits. On that page, 7 out of 10 items are different varieties of Maotai, with prices ranging from 300,000 won ($204) to 8 million won,” Cho said. “One of my Chinese business partners once described Maotai as a ‘love-and-hate’ drink because it is served at every business meeting where a contract is on the table — and you either walk away with a signed deal or watch it fall apart.”

She added: “He said Maotai has always been tied to his business ventures. I wonder whether executives at companies like Samsung, LG, or SK would one day drink Hwayo when signing contracts worth billions or even trillions of won."

An employee at Hwayo’s manufacturing plant in Yeoju pours extracts from fermented rice into an onggi, or earthenware vessel, in this photo taken earlier this year. Courtesy of Hwayo

Cho said national pride plays an essential role in shaping a brand into a national symbol. She noted that Maotai, for instance, rose to prominence with strong support from Chinese business leaders.

“Without recognition and support from domestic consumers, Hwayo can never grow into a national brand. Corey Lee, the Korean American chef who earned three Michelin stars and now runs a restaurant in San Francisco, told me that the United States had not seen a fandom culture driven by another country since the 1960s — until Korea emerged in the cultural mainstream. Koreans need to recognize that and believe in the strength of Korean soft power,” Cho said.

Hwayo, with its automated smart factory built in 2023 in Yeoju, currently exports its soju lineup of six different labels to 30 countries. The U.S. is the biggest global market with H Mart the largest importer.

Hwayo's soju labels with different alcohol percentages and flavors are displayed inside a tasting room at the company's manufacturing plant in Yeoju, Monday. Courtesy of Hwayo

The plant combines traditional methods with modern technology. Nuruk, a traditional fermentation starter, is produced under carefully controlled conditions that regulate the amounts of domestic rice, microorganisms and temperature to create an optimal mixture and fermentation environment. The fermented extracts are then stored in 1,500 onggi — traditional Korean earthenware — for further maturation.

“We now have billions of accumulated data for our artificial intelligence systems to produce our soju. That data represents what our ancestors had learned and felt,” Cho said.

Hwayo now heads Hwayo Group, which brings together traditional porcelain maker Kwangjuyo and premium culinary platform operator Gaon Society, both sister companies of Hwayo. The three firms are led by daughters of the group’s chairman, Cho Tae-kwon, who founded Kwangjuyo in 1963 and Hwayo in 2003. Kwangjuyo supplies containers for Hwayo, while Gaon Society designs premium cuisine to pair with the soju.