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SEOUL – What defines the city of Seoul? For some, it is the epicenter of K-culture; for others, it is a 600-year-old historical hub or a trendsetting destination for global travelers. While definitions vary, most agree on one thing: Seoul is a dynamic, fast-evolving metropolis. For Lee Su-yong, CEO of Seoul Brewery, this kinetic energy is the very essence of his brand.
“There used to be an unspoken rule that the proper noun ‘Seoul’ shouldn't be used as a specific brand name,” Lee says with a smile. “We didn’t know any better, so we were brave enough to take it. But once we thought of it, no other word could replace it. It’s simple, powerful, and perfectly captures the diversity and rhythm of our beer.”
The Art of Infinite Variation
A self-proclaimed connoisseur of all spirits, Lee chose beer as his medium specifically for its versatility. Unlike wine or traditional Korean liquors, where the quality is largely dictated by the harvest in the fields, beer offers a "limitless universe" of recipes.
“Craft beer allows for infinite transformation,” Lee explains. “By choosing between hundreds of malts and hops and adding ingredients like vanilla, coconut, cacao, or seasonal fruits, you can create something entirely new every single time.”
Since its debut in 2018, Seoul Brewery has stayed true to this philosophy of diversity. Over the past eight years, the brewery has released a staggering 250 different types of beer. From standard Lagers and IPAs to avant-garde sour beers and natural wine-style ales fermented with fruit yeast, the lineup is a testament to constant experimentation.
A Theme Park for Beer Lovers
Seoul Brewery is famous for its relentless pace, releasing a new product every single week. This means that even if a customer visits just once a month, they are guaranteed to find three or four new flavors on tap. Because most are limited-edition seasonal brews, missing a week often means missing a specific flavor forever.
This focus on freshness and variety makes the brewery's physical spaces essential. Their flagship "vertical brewery" in Seongsu-dong—a six-story facility opened in 2023—is currently the largest brewery of any kind within Seoul's city limits.
“Since beer is difficult to sell online due to regulations, our brewery must be a destination,” says Lee. “We want it to be a theme park of flavors where even someone who doesn't like beer can find at least one glass that suits their palate.”
Reinventing "Gayangju" for the Global Stage
Seoul Brewery dreams of their craft becoming a modern form of Gayangju—the traditional Korean practice of brewing unique liquors at home. To achieve this, they incorporate local specialty ingredients from across the peninsula: Seongju oriental melons, Jangseong perilla leaves, Jeju lemons, and Cheongdo herb (Bang-ah).
Their signature Seoul Rice Lager, for instance, is brewed using 'Gyeongbokgung Rice,' harvested from the only remaining rice farm within Seoul.
“While base ingredients like malt and hops are mostly imported, we actively use local additives and yeast to grow alongside regional communities,” Lee notes.
Looking ahead to 2026, the brewery is setting its sights on the global market. Lee believes that Korean alcohol is currently undervalued compared to K-food. To change this, he often brings traditional Korean liquors alongside his own beers to international exhibitions.
The company’s 2026 roadmap includes participating in major festivals in Switzerland and Japan, with plans to open a brick-and-mortar store in Tokyo in the first half of the year. Exports to New York are already in full swing.
“Our goal is to deliver constant freshness,” Lee concludes. “We want to be a brand that provides a new experience every time—a taste that might not be there tomorrow if you don't enjoy it today.”
CEO Lee Su-yong’s Top Recommendations
Seoul Rice Lager: Brewed with local Gyeongbokgung rice, this lager offers a savory, complex nutty profile that shines when served ice-cold. It is the perfect companion for any type of Korean fried chicken.
Robust Porter: Infused with coconut, cacao nibs, and vanilla beans, this beer feels like drinking liquid dark chocolate. It’s excellent on its own or paired with desserts like cheesecake.
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