Soft power of Korean alcohol explored

The Korea Times

The Korea Times

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Wed, December 6, 2023 | 14:48

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Soft power of Korean alcohol explored

Posted : 2023-11-19 11:10

Updated : 2023-11-19 11:10

Various grains used for production of traditional Korean alcohol are on display at the Jarasum Makgeolli Festival in Gapyeong, Gyeonggi Province, Sept. 1, 2017. Korea Times photo by Jon Dunbar

By Jon Dunbar

Of all the cultural properties to be promoted by the Korean government, traditional Korean alcohol is among the more notable ones.

The use of alcohol in promoting the nation was a subject of research for Robert Watson, a scholar with an interest in Korea’s fermented and distilled cultural heritage.

He will discuss his research and conclusions in a lecture this Tuesday for Royal Asiatic Society (RAS) Korea, titled “‘Sool’ Diplomacy: Korea’s Traditional Alcohol as Soft Power.”

Two mascots representing brands of makgeolli, a traditional Korean alcohol made with fermented rice, pose at the Jarasum Makgeolli Festival in Gapyeong, Gyeonggi Province, Sept. 1, 2017. Korea Times photo by Jon Dunbar

“Alcohol has become an increasingly important product when countries seek to promote themselves and their food abroad,” he said in an online invitation. “In the case of Korea, early attempts focused on traditional rice wine exports have tapered off and have been replaced by a more nuanced “gastrodiplomacy” that seeks to promote Korean alcohol to both domestic and foreign audiences.”

After decades of being undervalued, the traditional Korean alcoholic drink known as makgeolli surged in popularity in 2011, due mainly to interest in the Japanese market. But this interest turned out to be a temporary fad, leading the market to continue shrinking for years after that.

But makgeolli artisans continued to improve the quality and diversity of the fermented rice beverage, and government bureaucrats have shown growing interest. Traditional Korean alcohol continues to be promoted both domestically and worldwide, often under names like “sool” or “K-sool.”

“This liquid lining can be considered a useful way to reach not only the hearts and minds, but also the livers of current and potential markets,” Watson said. “By emphasizing alcohol abroad, Korea can overcome increased competition, declining domestic consumption and stagnating rural economies in tandem with its other soft power objectives.”

Watson earned his master’s degree in East Asian Studies at Korea University’s Graduate School of International Studies (GSIS). He currently works at Sungkyul University in Seoul.

The hybrid lecture starts 7:30 p.m. this Tuesday at KOTE in central Seoul’s Insa-dong. Entry costs 10,000 won, or 5,000 won for students of all ages with valid student ID, and is free for RAS Korea members. Those who wish to view the lecture live online should register in advance to receive a Zoom address. Visit raskb.com for more information.

jdunbar@koreatimes.co.kr