Seven-Eleven's collab with chef Yoon Nam-no tops traditional liquor chart within a week

Seven-Eleven said Friday that "Yoon Nam-no Bokdamju," a traditional Korean liquor developed in collaboration with chef Yoon Nam-no, topped the convenience store chain's traditional liquor category within a week of its launch.

Bokdamju is based on a recipe by Yoon, the owner-chef of bistro Notre. The drink combines a bright, tangy bokbunja (black raspberry wine) made with black raspberries from Gochang with the sweet flavor of condensed milk.

Traditional Korean liquors enhanced with unusual ingredients or premium elements have been gaining traction as a trendy drink among consumers in their 20s and 30s and foreign tourists.

Seven-Eleven's traditional liquor sales this year through Wednesday were up about 55 percent from the same period last year, and have grown sevenfold compared with 2021, five years ago.

Consumers in their 20s and 30s accounted for 36 percent of traditional liquor sales, up about 8 percentage points from five years ago. Sales to foreign customers rose 48 percent this year, following gains of 90 percent in 2024 and 68 percent last year.

Seven-Eleven has been rolling out a range of traditional liquors infused with unconventional ingredients such as misugaru (roasted grain powder), matcha and yogurt. "Miggulmak," a premium makgeolli blended with misugaru and honey that launched in June, has already surpassed 100,000 bottles sold. Since the second half of last year, the chain has sequentially introduced "Malchamak," a matcha-flavored makgeolli; "Aldalmak," which captures the flavor of strawberry yogurt; and "Yunjumak," developed in collaboration with a traditional liquor specialist chef — together selling more than 300,000 bottles.

"Traditional liquor is establishing itself as a new culinary culture among younger consumers and foreign tourists, driven by the 'hip tradition' trend," said Kim Yu-seung, a merchandise manager on Seven-Eleven's beverage and liquor team. "We will continue to introduce premium traditional liquors using differentiated recipes and unique ingredients to offer a distinctive drinking experience."