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“I came to discover unique local brews hidden around the country.”
“After dropping the kids off at daycare, I’m wiped. A glass of makgeolli while I do chores lifts my mood—soju just doesn’t do that for me.”
On the morning of May 15, the 2026 Korea Makgeolli Expo (MAXPO 2026) at the aT Center in Yangjae-dong, Seoul was buzzing with visitors carrying shopping baskets and tasting cups. about 120 breweries from across the country—including Jipyeong, Seoul Jangsu, Minju Suldoga, and Nakcheon—showcased their products alongside alcohol producers, food-processing tech companies, and related businesses.
Organized by the Korea Makgeolli Association, MAXPO celebrated its fifth year. Millennials and Gen Z were easy to spot, sampling and comparing regional makgeolli throughout the venue.
A long line formed at Gachi Brewery’s booth on the right side of the entrance.
“The flat peach makgeolli really popped—the fruit flavor was so clear. The Korean melon and minari blend had a light aroma like melon rind and a bright, refreshing finish, which felt unique.”
“The ‘Hangang’ product had a pleasant acidity. It’s sweet-tart, so it would be lovely with dessert.”
Those were visitors’ reactions after tasting Gachi Brewery’s offerings.
Gachi Brewery, located near Hapjeong Station, runs interactive programs like on-site tours and makgeolli-making workshops. CEO Choi Woo-taek explained why their booth draws crowds.
“We use trendy flavors—flat peach, lychee, ube—so people try our bottles out of curiosity, and that often leads them to explore other traditional spirits,” he said.
On day one, the longest line snaked in front of the NewBang booth. NewBang breaks from traditional makgeolli styles by using modern techniques, and its name blends ‘NEW’ with the French word ‘vin’ (wine).
“I liked NewBang’s ‘Rice Grape’—it’s bright and doesn’t have that artificial sweetness,” one visitor said.
Jeon Ha-ru, CEO of NewBang, described the product: “We use Samgwang rice, a top-quality variety, as a base and ferment fruit to create a light, wine-like drink. It’s known for a clean finish.”
Some attendees even pointed reporters toward their favorite booths. The couple Kim Seong-dong and Park Min-seo recommended Woori Yesul, saying, “It’s not overly sweet and doesn’t taste artificial.”
Woori Yesul is a brewing brand founded in 2022 in Jongno by Oh Ye-jun, Baek Jae-min, and Gu Dong-wook. They offer experiential programs including brewery tours, workshops, and classes.
The standout at their booth was ‘Ssaumjak.’ Created with the playful idea of “let’s stop fighting” among business partners, its label even includes a tongue-in-cheek note about repenting and apologizing first.
The stories behind the participating breweries varied. Jeong Seung-hwan, CEO of Hyanggi Pumeun Suulseom from Goseong, Jeollanam-do, explained why he came to the expo.
“We’re not here just to sell. I want to see whether consumers’ impressions match the flavors I describe. That shared understanding connects makers and drinkers,” he said.
Jeong uses brewing know-how passed down from his mother and grandmother, who have been making alcohol for 60 years. He produces takju and traditional soju and ages distilled spirits for a year in earthenware, saying, “We brew with the care of making a tonic.”
Choi Woo-taek of Gachi Brewery is attending MAXPO for the third time. “Since many breweries don’t sell online, events like this help us connect with consumers from other regions,” he said. “Those connections often lead to orders. When people post on Instagram and other social media, it’s great promotion.”
Lee Ji-a, secretary-general of the Korea Makgeolli Association, said the organizers designed a variety of programs to draw younger crowds. With the ‘sober-curious’ trend growing among young adults, the expo offered special consumer coupons this year to encourage purchases.
They also hosted unique events like ‘Makgeolli pairing through a brewer’s eyes,’ makgeolli-making workshops, and seminars.
Lee stressed that as the alcohol industry faces a downturn, expos like this are increasingly important. “These events give agricultural corporations and small breweries—who have limited retail opportunities—a chance to showcase and sell their products,” she said.
Groups sitting in circles and sharing makgeolli helped keep the mood relaxed and sociable. Visitor Kim Mi-young said, “Even strangers share snacks and recommend booths they loved—that’s part of the fun.”
The event featured participatory programs—pre-tasting sessions, cocktail-making, and a Reels contest—alongside B2B offerings like buyer distribution consultations and seminars. A variety of snacks, from dakgangjeong to okonomiyaki and stir-fried sausages, were available to pair with the drinks.
On the final day, May 17, visitors will vote for the best products at the ‘Makgeolli King Awards.’
Reporter Kim Myung-geun meang@viva100.com
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