On April 5, 2025, BTS member Jin celebrated the launch of his IGIN liquor brand with an exclusive event known as the ‘IGIN Smile Park Pop-Up Store.’ Situated in Yesan-ro, Chungcheongnam-do, Seoul, the pop-up featured a variety of attractions, open from 11 AM to 7 PM (KST).
Attendees were pleasantly surprised by the presence of renowned chefs from the popular television show, Culinary Class Wars. Stars like David Lee, Jang Ho-jun, Yoon Nam-no, and Park Jae-hyun showcased their mixology talents by crafting unique cocktails for fans. Jin’s close friend and fellow K-pop idol, Sandeul from B1A4, also joined the festivities, enhancing the star-studded atmosphere.
For those unfamiliar, IGIN, Jin’s traditional Korean liquor brand, was officially launched in December 2024 in collaboration with celebrity chef Baek Jong-won. The brand offers a range of products, including a premium distilled liquor and ready-to-drink options such as “IGIN Sweet Tonic”and “IGIN Tangy Tonic,”all made using locally sourced apples, watermelons, and plums.
During the pop-up event, chefs Jang Ho-jun and Yoon Nam-no gained attention for their innovative cocktails, such as the Apple Gin Hwanchae, further highlighting the creative spirit of the occasion. Fans utilized social media to express their admiration for Jin’s marketing strategy, which successfully combined celebrity allure with a unique product offering:
“chef yoon namno, chef jang hojun, chef david lee and chef park jaehyun are all present in the hyundai seoul pop up store! Seokjin really got the culinary class wars in reunion just to serve igin drinks in pinkish igin smile park”
Fans also expressed their gratitude towards Sandeul for his involvement in creating cocktails at the event, recognizing his supportive nature as a friend to Jin:
“I actually need to see them and other ccw chefs on run jin. please. jebal,”a fan wrote.
“Look at bestie Sandeul. He is sooo supportive of Seokjin,”another fan wrote.
“We love a supportive bestie,”another fan added.
The enthusiasm surrounding Jin’s entrepreneurial efforts has not gone unnoticed, with many praising his marketing acumen:
“Seokjin’s ideas are so amazing! He is a marketing genius. He makes his products so desirable,”a fan wrote.
“Enjoying the IGIN Smile Park Pop-Up Store with chefs David Lee and Park Jaehyun,”another fan remarked.
“More fun at IGIN Smile Park Pop-Up Store, where chefs Jang Hojun and Yoon Namno are whipping up some delicious Apple Gin Hwanchae!”another fan shared.
Understanding Culinary Class Wars: Its Connection to BTS Jin’s IGIN Brand
Culinary Class Wars, released in September 2024, is a competitive cooking show in South Korea featuring 100 contestants, comprising 20 celebrity chefs and 80 self-taught cooks. The show’s format categorizes participants into “White Spoons,”representing the celebrity chefs, and “Black Spoons,”who are the self-taught contenders. This nomenclature highlights broader societal themes regarding hierarchy within the culinary field in Korea.
The show captured the imagination of the public, significantly impacting dining trends as chefs reported increased reservations while dishes showcased on the show made their way into restaurant menus and meal kits.
This backdrop set the stage for Jin’s foray into the traditional liquor market. Collaborating with chef Baek Jong-won, Jin co-founded IGIN, a brand aimed at revitalizing and internationalizing traditional Korean spirits by merging cultural heritage with modern flavors. The IGIN product line includes premium distilled options and ready-to-drink beverages, all crafted from regional fruits in Baek Jong-won’s native Yesan, Chungcheongnam-do.
The foundation for IGIN’s creation can be traced back to Jin’s appearance in the YouTube series Drunken Truth, alongside Baek Jong-won, in 2022. This encounter fostered a partnership with master brewer Park Rok-dam, who educated Jin on the nuanced craft of brewing traditional Korean alcohol.
The success of the IGIN Smile Park Pop-Up Store highlights the ingenious marketing strategies both Jin and Baek Jong-won have employed. The event was further enriched by appearances from talented chefs linked to Culinary Class Wars, bolstering the star-studded marketing efforts surrounding IGIN.
For those interested in exploring Culinary Class Wars and its culinary innovations, the show is available for streaming on Netflix, while Drunken Truth can be enjoyed on YouTube.