South Korea’s wine market is bubbling with star power — from actress Kim Hee-sun’s California Pinot Noir to Ha Jung-woo’s $7 Sauvignon Blanc that sold 200,000 bottles in just three weeks. Here’s why celebrity wines — and budget labels — are shaking up a soju-dominated market.
South Korea is experiencing a new wave of celebrity-endorsed wines. Actress Kim Hee-sun has teamed up with a local importer to launch a new label from California, while actor Ha Jung-woo’s collaboration with 7-Eleven sold 200,000 bottles in just three weeks, sparking strong market buzz.
According to Korean media, Kim Hee-sun known for her roles in The Myth will unveil a wine called Belle Glos Ballad this month at Lotte Department Store. The wine, produced in Santa Barbara, California, is made from Pinot Noir.
The project was developed by global food and beverage group FG together with importer Geumyang International, in collaboration with renowned winemaker Joe Wagner, CEO and Founder of Copper Cane Wines.
FG representative Lee Kyung-won said: “This project will introduce a liquor lineup that fits the characteristics and lifestyle of each celebrity step by step in the future,” adding, “FG will open up a premium liquor culture representing Korea on the global stage.”
Actor Ha Jung-woo, one of South Korea’s most bankable stars, has also proven the concept works. A known wine lover, Ha has long professed his love for New Zealand wines in interviews and TV shows. It’s no surprise his ‘Makiki’ wine was a Sauvignon Blanc from Marlborough, New Zealand.
In partnership with 7 eleven, the wine sold out within 15 minutes of its July 28 debut in Seoul. Within three weeks, sales had surpassed 200,000 bottles nationwide. The wine also enjoys strong consumer ratings, scoring above 4 points on global wine app Vivino. One key factor behind its runaway success: its accessible price tag of around 10,000 won (US$7.17).
Most recently, he has launched another wine ‘Call Me Later’ with Vino Paradise, a subsidary of Paradise Group. The wine is made with grapes carefully selected grapes from the Wairau and Awatere regions in Marlborough. It debuted in Korea on August 17.
Affordable Wines Gain Momentum
In fact, the popularity of budget wines in South Korea has been building for years. Five years ago, pandemic lockdowns accelerated wine consumption and broadened its appeal. As consumption has since normalized, affordable wines have emerged as the mainstream choice.
Customs data shows that in the first half of this year, South Korea imported 27.96 million liters of wine, up 14.3% year-on-year, with an import value of US$211.1 million, down 5.64%. Major suppliers including France, Italy, Chile, Australia, and Portugal all showed “higher volume, lower value” patterns, pointing to an influx of lower-priced products.
Recent examples reinforce this trend. Kim’s Club, under retail conglomerate E-Land Group, launched Everybody’s Wine Plus at 9,999 won (US$7.16), which sold out within seven days, moving over 4,000 bottles in its first month. Meanwhile, Shinsegae Group’s liquor subsidiary L&B introduced a Chilean wine priced at 7,900 won (US$5.66), which sold more than 2 million bottles in five years.
Industry experts note that whether it’s celebrity-backed labels or budget-friendly imports, the trend signals that wine is becoming increasingly integrated into mainstream consumption in Korea.
In a domestic market still dominated by soju, wine’s ability to capture this level of attention is remarkable — and suggests untapped potential for wine to align more closely with Korean lifestyles and dining culture.
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