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HALL 2.2 – D101 / WINE PARIS VINEXPO 2026
For the second consecutive year, Korea Agro-Fisheries and Food Trade Corporation(aT), under the leadership of Ms. Min Hyoung CHUN, is organizing the Korean Pavilion at Wine Paris Vinexpo, taking place from February 9 to 11, 2026, at Paris Expo Porte de Versailles.
The Pavilion will showcase the richness and diversity of Korea’s traditional alcoholic beverages. Five Korean alcohol distributors will present their selections, and a masterclass dedicated to Korea’s rice-fermented alcohols will be led by Ms. Young Seon CHOI, Founder of Soulju Cie, a company specialized promoting Korean craft alcohol.
SOOL : the world of Korean alcoholic beverages
More than just alcohol, “Sool” is the Korean term that encompasses all alcoholic beverages, reflecting a way of life, a terroir, and a savoir-faire passed down for over 5,000 years.
Riding the global wave of Korean culture—K-Pop, K-Drama, K-Food—K-SOOL is now gaining international recognition. Primarily crafted from rice, Korean traditional alcohols result from the harmonious combination of pure mountain water, seasonal ingredients, and regional brewing and distillation methods developed over centuries.
Korean traditional alcohols: a living heritage
Alcohols made from ancestral recipes are known as “Jeontongju,” literally meaning traditional alcohol. These beverages embody brewing techniques and craftsmanship transmitted from generation to generation.
Under Korea’s Act on the Preservation of Traditional Alcohols, artisans who safeguard these cultural treasures are officially recognized as Intangible Cultural Heritage holders or Korean Master Craftsmen, in acknowledgment of their expertise and use of regional raw materials.
Korean traditional alcohols, collectively referred to as SOOL, are divided into four main categories:
· Takju: unfiltered fermented alcohols, including makgeolli
· Yakju / Cheongju: clear, golden alcohols similar to wine or sake
· Distilled spirits, including soju
· Fruit wines, fermented from local fruits
Takju refers to fermented alcoholic beverages made from grains such as rice or barley, using fermentation starters like nuruk, koji, or yeast. The term “tak”means cloudy, referring to their unfiltered appearance.
Makgeolli, meaning “freshly filtered,” is a representative form of Takju.
Easily recognizable by its milky color, makgeolli is a rice-based alcohol with an alcohol content of 6–10%. Soft, slightly sparkling, and creamy, it has been consumed in Korea for nearly 2,000 years and was traditionally the farmers’ drink of choice for centuries.
Its production is simple: water, rice, and nuruk—a fermentation starter made of grains containing natural yeast and microorganisms. Although often referred to as rice wine, makgeolli is closer to beer in terms of ingredients and fermentation process. Its flavor, texture, and color depend largely on the quality of the rice used.
Rich in vitamin B, makgeolli was traditionally appreciated for its satiating and revitalizing properties. Farmers consumed it in the afternoon to ease hunger and thirst, much like an afternoon snack or aperitif in France.
Today, makgeolli is experiencing a global revival. Once seen as a rustic rural drink, it has become a creative and artisanal product, available in natural, flavored, premium, and unfiltered versions. It is increasingly used in mixology and gastronomy, appearing in cocktails and desserts.
According to aT Center Paris, sales and exports of makgeolli continue to rise worldwide, driven by growing demand among younger consumers in the United States, Europe, and Asia.
When fermented alcohols such as Takju, Yakju, or Cheongju are distilled, they become distilled spirits, the most iconic of which is soju. The word “so”means to burn, referring to the heating process used in distillation.
Soju is today the most consumed spirit in Korea and is increasingly present in France and around the world. The well-known green bottle soju commonly seen in Korean restaurants and Netflix series represents the diluted version, which became widespread from the 1920s. More affordable and mass-produced, it has made soju the best-selling spirit globally.
Each year, Jinro, the market leader, sells over 100 million nine-liter cases, far surpassing vodka and whisky. On average, 5.8 bottles of soju per person per month are consumed in South Korea.
Prior to the 1920s, however, only traditional distilled soju existed. Rarer and more premium, it is distinguished by its aromatic complexity and strong connection to terroir. Hwayo is currently the most recognized brand in the distilled soju category. Made exclusively from high-quality local rice and pure spring water, traditional distilled soju reflects meticulous craftsmanship involving fermentation, distillation, and sometimes aging.
Soju is most often enjoyed chilled, served in small shot glasses. A symbol of conviviality and sharing, it is found on tables across all social classes and is always consumed with food. Today, soju fully embraces global mixology trends, enjoyed neat or incorporated into innovative cocktails with fruits, sodas, sorbets, or even coffee—appealing to a new generation seeking novel tasting experiences.
Yakju and Cheongju are clear, golden rice-based alcohols. Their defining feature is the natural or filtered separation from sediment, which gives them clarity and refined aromas.
When rice is the main grain and more than 1% yeast is added, the beverage is classified as Yakju. When less than 1% yeast is used, it is referred to as Cheongju.
Served chilled or at room temperature, these delicate alcohols traditionally accompany meals and celebrations. Thanks to their subtle flavors, they also pair beautifully with European cuisine, including seafood, fish, poultry, light dishes, and refined desserts.
CONTACT : miji2@at.or.kr
