Soft Power in a Bottle: Bekseju’s Cultural Diplomacy at the 22nd Korea Image Awards

In the mid-21st century, as Korea's cultural identity has been integrated into the mainstream of the global market, we have entered a new phase of 'exporting emotions' beyond simple consumer goods. The 22nd Korea Image Awards ceremony, held on January 15, 2026, at the Westin Seoul Parnas Hotel in Gangnam, Seoul, was a symbolic event showcasing the modern reinterpretation of these Korean values at their peak. Organized by the Korea Image Communication Institute (CICI), this event honors individuals, objects, and organizations that have left a positive image of Korea in the world each year . This year's awardees, The Black Label, 'Gat', and Spicy Chicken Noodles, vividly demonstrate how Korean heritage has transformed into a modern sensibility, captivating people worldwide.  

At the center of this cultural discourse, Baekseju from Kuksundang, which has maintained its position for eight years, holds significance beyond being a mere sponsor . Designated as an 'Excellent Cultural Product' by the government, Baekseju embodies both the technical authenticity of the brewing methods restored from the Goryeo Dynasty and the humanistic background of the narratives from the Joseon Dynasty, making it a so-called 'drinkable cultural heritage'. Magazine Kave aims to deeply analyze the aspects of this award ceremony and shed light on how Kuksundang's goal of 'globalizing our liquor' aligns with enhancing Korea's national image.  

The Korea Image Awards serve as a platform to discover the key players of soft power that contribute to enhancing national brand value. This year's 22nd event was attended by over 400 global opinion leaders, including Ryu Jin, President of the Korea Economic Association, and Son Kyung-sik, President of the Korea Employers Federation, as well as diplomatic delegations from over 40 countries, including British Ambassador Colin Crooks and French Ambassador Philippe Bertoux, proving its authority. The Baekseju gift sets provided to these attendees not only showcase the essence of Korean hospitality but also serve as a medium proposing a lifestyle where Korea's traditions and modernity coexist.  

This year's award categories illustrate the status of Korean culture in the global market in a segmented manner. The Bridge Award is given to those who have played a bridging role in promoting Korea's image to the world, the Flint Award is awarded to objects that have revived the spark of Korean culture, and the Pebble Award is given to products that have touched the hearts of people worldwide. The very naming of these awards embodies a Korean lyrical quality, and the profiles of the selected awardees reflect the cultural trends that will permeate 2025 and 2026.

The Black Label: Cultural Stepping Stones Built by Architects of Sound

The Black Label's receipt of the Bridge Award, led by Chief Producer Teddy, symbolizes the evolution of K-Pop from mere idol music to a cultural industry equipped with high-level artistic planning and production capabilities. Notably, the OST work for the Netflix animation 'K-Pop Demon Hunters' was the result of intense efforts to combine Korean sensibilities with global sounds over a lengthy period of three years. Jeong Kyung-in, the representative of The Black Label, noted at the awards ceremony that K-Pop consumers do not merely enjoy the music but also embrace the lifestyle encompassing the idols' daily lives.  

The Black Label adopted a strategy of naturally exposing Korea's cultural strengths through music. This aligns with Kuksundang's approach of introducing Korea's fermentation culture through Baekseju. Rather than artificial imposition, it captivates consumers with sophisticated content and high-quality products, allowing them to be drawn to Korean values on their own. The success of 'K-Pop Demon Hunters' dominating Billboard and the UK Official Charts proves that Korea's creative capabilities are a core driving force in shaping the mainstream of global popular culture.

'Gat': Rediscovery of Identity and Modernization of Scholar Spirit

This year's Flint Award winner, 'Gat', exemplifies how the most traditional can become the most hip. Once the exclusive item of scholars during the Joseon Dynasty, the Gat has now transformed into a 'K-Heritage Icon' that captures the attention of fashion enthusiasts worldwide through Netflix dramas and K-Pop artists' stage costumes. Actor Cha In-pyo, who represented the awardees at the Flint Award ceremony, emphasized that the Gat is not merely an accessory but a tool that organizes the mindset and attitude of the wearer, mentioning the modern inheritance of the scholar spirit.  

The revival of the Gat suggests that traditional culture exerts powerful image power when it finds new utility in the lives of modern people, breaking free from the confines of museums. This parallels Kuksundang's process of developing Baekseju by restoring the brewing method of 'Baekha-ju' from the Goryeo Dynasty. The work of preserving the original form of the old while adding a modern sensibility (Well-being, Low-alcohol) is an essential process in building national image. Just as the Gat has captured the attention of people worldwide, Baekseju stimulates their taste buds and conveys the depth of Korean sentiment.  

Spicy Chicken Noodles: Aesthetics of Spiciness That Knock on the Senses of the World

The Pebble Award winner, Spicy Chicken Noodles, has created a new taste category of 'K-Spiciness' and has conquered the tables of people worldwide. Since its launch in 2012, the 'Spicy Challenge' through social media has become a global phenomenon, demonstrating that Korean food can function as an 'entertainment' beyond being a mere source of nutrition. Kim Jeong-soo, Vice President of Samyang Foods, revealed that consumer-centered brand management and the spirit of challenge that emerged in adversity are the secrets to the success of Spicy Chicken Noodles.  

The success of Spicy Chicken Noodles symbolizes the dynamism and intensity of Korean culture. In contrast, Kuksundang's Baekseju represents the static elegance of Korean tradition through its subtle herbal aroma and smooth finish. The fact that these two products are highlighted at the same awards ceremony signifies the broad and diverse spectrum of Korean culture. The dopamine-inducing pleasure stimulated by Spicy Chicken Noodles and the calm contemplation offered by Baekseju are like two pillars that complete the image of Korea.

Kuksundang Baekseju: A Philosophy of Brewing That Has Lasted Over 30 Years

Kuksundang has once again impressed the quality of our liquor by sponsoring Baekseju gift sets at this awards ceremony . Since its launch in 1992, Baekseju has been a monumental product that popularized the category of traditional liquor. It did not merely recreate an old liquor but harmonized 12 medicinal herbs considering the modern palate and health, which was made possible by Kuksundang's unique technical prowess.

These herbs are not simply added but become part of the liquor during the fermentation process with rice. This method embodies the Eastern fermentation aesthetics, which is fundamentally different from Western infused spirits. To preserve the value of this tradition, Kuksundang has established a large-scale brewery in a clean area at an altitude of 500m in Hoengseong, Gangwon-do, and has been recognized as a 'visiting brewery' by the government, ensuring quality control.

Raw Rice Fermentation Method: Technological Innovation That Reduces Carbon and Enhances Nutrition

The core competitiveness of Baekseju lies in Kuksundang's patented technology, the 'Raw Rice Fermentation Method (Sengssal-balhyobeop)'. While typical medicinal liquors use steamed rice to make cooked rice, Baekseju ferments raw rice ground into powder with only water and nuruk at room temperature. This method is a 'low-carbon process' that drastically reduces energy consumption by not applying heat during production, while also minimizing the destruction of essential amino acids and vitamins contained in rice.  

The Raw Rice Fermentation Method determines the texture of the liquor. While liquors made with cooked rice are heavy and sweet, Baekseju brewed with raw rice is much fresher, lighter, and smoother. This technological advantage serves as a significant strength in the global market. In the alcoholic beverage market of 2025 and 2026, where health-oriented trends are strengthening, fermented liquors that reduce nutrient destruction will become an attractive option for overseas consumers pursuing well-being.

Seolgaeng-mi and Baek-ha-guk: Premiumization Strategy of Ingredients

The quality of liquor starts with its ingredients. Kuksundang has enhanced the value of Baekseju by using 'Seolgaeng-mi', the first rice exclusively for brewing in Korea. Seolgaeng-mi is a variety developed by the Rural Development Administration, characterized by a structure with many fine holes, making it easy for microorganisms to penetrate and excellent in fermentation efficiency. Kuksundang secures Seolgaeng-mi stably through contract farming with local farmers, achieving both farmer co-prosperity and quality maintenance.

Additionally, Kuksundang completes the unique aroma of Baekseju by using its self-produced nuruk, 'Baek-ha-guk'. Nuruk is an essential element often referred to as the soul of liquor, and relying on commercial yeast is a manifestation of craftsmanship and technical independence. The Baekseju delivered to diplomats at this 22nd Korea Image Awards ceremony is the result of Kuksundang's dedication and commitment.

Aesthetics of Design: Modern Interpretation of Korean Curvilinear Beauty

Another charm of Baekseju that Magazine Kave highlights is the visual narrative contained in its appearance. The shape of the Baekseju bottle is designed to modernly reinterpret the elegant curves of traditional Korean pottery and hanbok . The label design, harmoniously arranged with Hanja and Hangul, conveys both Eastern mystique and modern sophistication, enhancing its quality as a gift.  

This design strategy aligns with the trend of 'premiumization' in the alcoholic beverage market. As of 2025, global alcohol consumption trends show a focus on quality over quantity and the stories contained in products. Just as Cha In-pyo conveyed the value of the Gat by mentioning the elegance of 'Kingsman', the design of Baekseju visually communicates the message that "Korean liquor is this elegant" to the world.

Cultural Diplomacy of Baekseju Accompanied by National Events

Kuksundang has played a pioneering role in promoting our liquor at various international events, in addition to this Korea Image Awards. The instances where Baekseju and Kuksundang's traditional liquors have been mentioned or selected as dinner or toast liquors at large international events such as the G20 Summit and ASEAN Summit serve as indicators of our liquor's international stature.  

Especially, as seen in the cases of 'Millennium Promise', which was selected as the toast liquor at the 2005 APEC Summit, and 'Bohye Bokbunja-ju', which was the dinner liquor, being adopted as the official liquor for international events not only leads to increased sales but also secures the authority and trust of the brand. Kuksundang has contributed to broadening the spectrum of our liquor by introducing makgeolli for the first time at the 2009 International Conference on Engineering Education Research. The provision of Baekseju gift sets as prizes and gifts at this 22nd Korea Image Awards ceremony can also be seen as a high-level cultural marketing that presents the standard of Korean liquor to opinion leaders from over 40 countries worldwide.  

The traditional liquor market is no longer confined to the domestic sphere. Kuksundang currently exports Baekseju, along with makgeolli and flavored liquors, to over 60 countries worldwide. Notably, the export value in the U.S. market is expected to reach approximately $3 million by 2025, indicating that Korean traditional liquor is recognized as a legitimate category in the global market.  

Recent trends can be summarized as 'Fundamentalism'. Consumers are willing to open their wallets for products crafted with clear philosophy and craftsmanship, rather than fake ones. Kuksundang's initiatives for 'restoring our liquor' and 'contract farming of Seolgaeng-mi' are the most definitive examples of this fundamentalism. Additionally, the increasing interest of the younger generation in purchasing traditional liquor online and sharing their experiences through social media provides new opportunities for Baekseju.

The 22nd Korea Image Awards ceremony was a festival that showcased how Korea's soft power organically combines to form a massive discourse. The sophisticated melodies of The Black Label, the elegant form of the Gat, the intense energy of Spicy Chicken Noodles, and the soft aftertaste of Baekseju that encapsulates all these sensations are precious pieces that constitute the national image of Korea.  

Kuksundang's sponsorship of this event for eight years and its promotion of Baekseju is not merely an act of selling a bottle of liquor but a process of conveying Korea's history, culture, and technological pride. Baekseju, which encapsulates the brewing methods of Goryeo, the narratives of Joseon, and modern innovative fermentation technology, has established itself as one of the most trusted 'tastes of Korea' for people worldwide as of 2026. Magazine Kave will continue to pay attention to the steps of brands that modernly sublimates the value of tradition and communicates with the world. We hope that Baekseju from Kuksundang will be a 'stepping stone' in promoting the Korean image, a 'flint' that inspires new ideas, and a 'pebble' that resonates with the hearts of people worldwide in all these processes.