총 48페이지

Rendez-vous
DrinkingwithStyle,
DrinkingwithSool-damhwa
K
orea’smainstreamdrinkingculture,whichusedtodrinktogetdrunk,ischanging.Insteadofbingedrinking,“drinking
for personal happiness” represented by home drinking, drinking alone, low-capacity and low-alcohol drinks is
gettingpopularity.Moreover,ascharacterfuldrinkinghasemergedasanewtrendamongthirstysouls,atremendous
upheaval is taking place in the liquor market completely dominated by soju and beer. One of the formidable challengers is
traditionalKoreanalcohol,whichhaslongbeenshunnedbycustomersduetoprejudiceandmisunderstandingthatitis“old.”
A group of people full of affection and passion for traditional Korean alcohol are improving the awareness of traditional
alcohol, and leading the new drinking culture. In particular, “Sool-damhwa,” the company they established, is giving wider
ⓒSool-damhwa
publicity to traditional Korean alcohol, providing curation and subscription service. Marking the unprecedented craze of
traditionalKoreanalcohol,TheArgusmetwithLeeJae-ook,aCEOofSool-damhwa,andlistenedtohissparklingstories.
ByNaGeum-chaeandParkChang-hwan
EditorialConsultantandEditorofTheory&CritiqueSection
The Argus: Can you briefly introduce yourself and the
company“Sool-damhwa?”
Lee Jae-ook (Lee): Hi, my name is Lee Jae-ook, and I am the
Twobottles
CEO of Sool-damhwa. Our company name, meaning alcohol and
oftraditional
alcohol
conversation, stands for not just conversation between people over
alcohol, but also the conversation between people and alcohol.
Essentially, it symbolizes the fundamental value that we strive for,
which is “communication.” Unfortunately, Korea’s mainstream
“Somaek”drinkingcultureoftenhasthetendencytopromotebinge
drinking ? a value rather distant from our objectives. We want
people to know that Sool-damhwa is a community that seeks to
help form a healthy drinking culture where people can enjoy food
andthecompanyoftheirlovedonescomplementedbythetasteand
qualityoftraditionalKoreanalcohol.
The Argus: How did you, a group of four young adults,
cometoformSool-damhwa?
Lee: In our case, we jumped into the startup market right after
Munchies
we graduated university. Personally, my interests leaned towards
Korean cuisine, and with “Korean alcohol,” all I knew were soju
Curationcard
29
MAY 2020

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