Rhythm and booze: Should K-pop idols like BTS’ Jin and G-Dragon be in the alcohol game at all?

SEOUL – K-pop idols and celebrities are increasingly stepping into the alcohol business, creating both opportunities and concerns in one of South Korea’s most tightly regulated industries.

The trend made headlines again after agricultural corporation Jini’s Lamp, which was co-founded by South Korean singer Jin of K-pop boy band BTS and celebrity food entrepreneur Paik Jong-won, was reported to the authorities in September for alleged labelling law violations.

Jini’s Lamp, which launched its distilled spirit IGIN in December 2024, produces the liquor in-house, while Paik’s affiliated company handles distribution. The case reignited debate over whether K-pop stars should be in the alcohol game at all.

Growing celebrity market

Since Korean-American rapper Jay Park launched his Won Soju brand in 2022, a wave of South Korean celebrities have released their own liquor brands.

Singers like Im Chang-jung, Kim Min-jong and Yoon Mi-rae all jumped into the soju market, often in collaboration with local convenience stores.

Yet public enthusiasm quickly faded as similar concepts crowded shelves and demand slowed except for whiskies and ready-to-drink cocktails.

Momentum picked up again in late 2023, but this time with a twist. Celebrities, except Park, had previously only lent their names to products, but now they were taking a more active role.

Stars like K-pop girl group T-ara’s Hyomin, boy band JYJ’s Jaejoong and boy band BigBang’s G-Dragon collaborated with breweries or launched their own brands in recent years.

According to South Korea-based market research firm Embrain on Sept 23, sales of celebrity alcohol products at major retailers in July reached an estimated 13.8 billion won (S$12 million) in the past year, up 222 per cent from the previous year.

Once dominated by curious young consumers, demand is now spreading across age groups. In 2024, people in their 20s accounted for 29.6 per cent of sales, followed by those in their 30s at 25.7 per cent, over-50s at 23.5 per cent and 40s at 21.3 per cent, showing a broadening appeal.

Success stories and cultural impact

For South Korea’s traditional liquor industry, celebrity collaborations can be a lifeline.

Singer Sung Si-kyung’s makgeolli, a type of traditional rice wine, launched earlier in 2025 at a century-old brewery in Dangjin, reviving interest in a family-run business.

G-Dragon’s Peaceminusone Highball sold out its initial run of 880,000 cans in just three days, setting a record for South Korean convenience store chain CU. More than 10 million cans of the drink have since been sold.

Industry insiders say such partnerships bring instant brand recognition and rapid sales growth.

“When we collaborate with a celebrity with a strong fandom, the consumer response and sales impact are immediate,” a local food and beverage company official said. “Competition to secure these influential IPs (celebrity names) is fierce.”

Concerns over youth and legality

Despite the commercial success, criticism is mounting over the social implications.

South Korea’s Liquor Tax Act heavily regulates alcohol production and distribution due to its potential impact on public health.

While traditional liquors such as makgeolli are subject to fewer restrictions – making them more accessible to celebrity ventures – some see this as exploiting a legal loophole.

“Alcohol companies using celebrities with no expertise in order to market drinks runs against the intent of liquor laws,” an entertainment company official said on Sept 25.

“K-pop idols, especially, have a huge influence over teenagers. Even without directly encouraging drinking, young fans may want to buy and collect alcohol products tied to their favourite stars, which risks promoting drinking among minors.” THE KOREA HERALD/ASIA NEWS NETWORK