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On December 16, 2024, BTS' Kim Seok-jin's latest liquor brand, IGIN, made waves online following the unveiling of its official social media account, @igin_sns. As a result, the phrase "IGIN WHERE SMILES BEGIN" surged to the top of X's trending topics.
IGIN is a traditional Korean liquor brand that represents a collaboration between Jin and celebrity chef Baek Jong-won. The brand aims to celebrate and promote Korea's rich alcohol heritage by introducing unique flavors that appeal to both domestic and international consumers. The tagline, "Where Smiles Begin," encapsulates the brand's mission to bring joy and conviviality through its offerings.
The initial product lineup includes two distinct flavors. The first flavor, Sweet Tonic, is a harmonious blend of apples and watermelons, offering a refreshing and mildly sweet taste. The second is Sour Tonic, which combines apples and plums; this variant provides a tangy and invigorating flavor profile.
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The packaging features hand-drawn illustrations, reflecting Jin's personal touch and the brand's commitment to authenticity. Meanwhile, fans admired the brand's dedication to supporting local farmers and promoting Korean culture.
More about BTS' Jin's premium liquor brand, IGIN
To commemorate the brand's debut, a pop-up store named "Jini's Lamp" was established, with pre-opening events from December 16 to 19, 2024, and the official grand opening on December 20.
The store offered an immersive experience, allowing patrons to sample IGIN's offerings and purchase exclusive merchandise, including keyrings, coasters, cups, and apparel. The pop-up attracted significant attention, with fans and consumers queuing for hours to partake in the festivities.
The inception of IGIN can be traced back to Jin's collaboration with Baek Jong-won on the variety show Jin's Traditional Alcohol Journey, which premiered on November 12, 2022.
The four-episode series, released on BTS's official YouTube channel, BANGTANTV, showcased Jin's journey into the world of traditional Korean alcohol. The series, which aired from November 12 to November 19, 2022, particularly focused on makgeolli, a traditional Korean rice wine.
Jin's Traditional Alcohol Journey documented the singer-songwriter's exploration into traditional Korean alcohol-making techniques, culminating in the decision to establish a brewery under his name.
Culinary Class War judge Baek Jong-won highlighted in the YouTube series that the BTS idol prepared oak casks filled with alcohol, which Jin intended to release upon his military discharge.
In other news, on November 15, 2024, the BTS idol dropped his debut solo album titled Happy. It comprises six tracks, including Running Wild, Fallen, Heart on the Window (feat. Wendy of Red Velvet), I'll Be There, I will come to you, and Another Level. The album was released after Jin returned in June 2024 from his mandatory military enlistment.
The album delves into themes of joy, self-discovery, and the pursuit of happiness, offering listeners a blend of emotive lyrics and diverse musical arrangements. Furthermore, the track I'll Be There was pre-released on October 25, 2024. Happy is available on all major music streaming platforms globally.
