By Park Su-nam, Magazine Kave
The space we inhabit is a mirror of how we live. Amidst the cold concrete and the ceaseless hustle of the modern city, people inevitably long for a warm haven. At the massive exhibition hall of the Seoul Living Design Fair in 2026, marking its 30th anniversary, there is a space that emits a uniquely warm glow among the countless cutting-edge furniture pieces and modern lighting, bringing visitors to a halt. It is none other than 'Baeksejudang,' a brand experience space presented by Kooksoondang. This is not merely a hastily assembled commercial booth to promote their liquor. Born from the combination of Korea's premium liquor 'Baekseju' and 'Dang' (meaning house), it is a philosophical architectural structure where liquor and people connect.
Hanji Roof Tiles: Shedding the Weight of Earth to Welcome the Light
The moment you step into the space, the first thing that overwhelms your sight is the extraordinary roof overhead. Kooksoondang modernized the traditional roof tile, a core symbol of the Hanok, replacing the heavy clay with light and translucent 'Hanji' (traditional Korean paper).
In traditional architecture, baked clay tiles served as a shield that disconnected the inside from the outside world, but Hanji tiles woven from mulberry fibers breathe organically. The subtle halo of light that blooms when illumination passes through the Hanji transforms the roof—once a symbol of disconnection—into a metaphor for communication and permeability. By placing light-absorbing paper overhead instead of heavy earth, Baeksejudang completely sheds the staleness often associated with the word 'tradition,' perfectly translating a forward-looking attitude that seeks to gently settle into the center of a modern living room.
The Philosophy of 'Jibong Yuseol' and the Miracle of Raw Rice Fermentation
At the center of this beautiful space lies the clear protagonist: 'Baekseju.' The humorous tale of 'a young father whipping the calves of his old son,' recorded in the Joseon Dynasty text Jibong Yuseol, embraces humanity's fundamental desire for longevity and a warm philosophy.
What brought this ancient text to life through taste is 'Seolgaengmi,' a special rice variety developed in 1991 exclusively for brewing. Seolgaengmi, characterized by its low protein content and countless microscopic pores, creates a miracle when combined with Kooksoondang's signature, innovative 'raw rice fermentation method' that uses no heat. A clear and refreshing umami flavor is brewed as the complex microorganisms of their independently cultivated 'Baekhaguk' (Nuruk) seep into the sponge-like pores of the unsteamed rice, preventing the destruction of essential amino acids and other nutrients. Baekseju goes beyond being simple alcohol; it is a glass of liquid cultural heritage that combines science and agriculture.
The Ceramist's Brushstrokes and the Comfort of 'On the Rocks'
The final gateway through which Baeksejudang enters modern daily life is its merchandise collaboration with the tableware brand 'Soil Baker'. Instead of the coldness of mass-produced, standardized glasses, the 70ml ceramic cup—bearing the bold brushstrokes of a ceramist—comforts our sense of touch with the rustic texture of earth. The subtly different heights of each cup deliver an unspoken message: "Our daily lives are also beautiful because they are slightly different and imperfect".
Above all, the most surprising innovation is the shift in 'attitude' towards Baekseju. Moving beyond traditional straight tasting at room temperature, it proposes an 'On the Rocks' tasting, to be enjoyed cold with clear ice. When Baekseju meets clear ice, its herbal aroma—which could otherwise feel heavy—is calmly refined, and the rich acidity born from raw rice fermentation is distinctly revealed in the cold temperatures. This directly pierces the heart of the global 'Mindful Drinking' trend, which rejects binge drinking to the point of losing oneself and instead consciously explores the texture of the liquor and its harmony with food.
A great tradition gains eternal vitality not when it is stuffed behind a dusty glass cabinet in a museum, but when it breathes in a corner of the living room where we reside today.
A glass of Baekseju on the rocks, clinking cheerfully inside a ceramic cup that embraces the warmth of the earth, under the Hanji roof tiles that have lifted the weight of the roof. This is a warm toast declaring a refusal to linger in the past and a commitment to communicate with contemporaries in the most casual and elegant way. Like Hanji, which allows light and wind to freely seep through, this thousand-year-old fragrance is now crossing borders, quietly yet deeply permeating the radiant daily lives of people all over the world.