The esteemed Choi family of Gyeongju, renowned for their 250-year legacy of integrity and community leadership, is distilling its storied heritage into a new venture that is winning both critical acclaim and a modern audience. Under the brand House of Choi, led by family scion Choi Jaeyong, a centuries-old brewing tradition has been revived and elevated, earning the top prize at this year's Korea Makgeolli Awards for its new Daemongjae Makgeolli 12.
This modern reinterpretation of a venerable tradition is a testament to the family's enduring spirit. The Choi family has long been a symbol of Korean pride, surviving historical turmoil to become a beacon of virtue and generosity. Now, the House of Choi brand aims to extend this legacy beyond Gyeongju and into the global market. While the family's traditional restaurant, Yoseokgung, has already captured the palates of the tech-savvy MZ generation with its traditional Korean cuisine, the new beverage line offers a distinct and authentic taste of the family's history.
The award-winning makgeolli is the product of Gyo-chon Doga, the family’s private brewery located in the historic Gyochon village. This is where the Choi family has, for generations, secretly preserved its unique fermentation and brewing techniques. The new Daemongjae line, which also includes a traditional yakju (clear rice wine), is a direct continuation of this lineage. Its name, "Daemongjae," which means "a place to harbor a great dream," comes from the family's historical study room, where aspiring scholars would prepare for their civil service exams—a fitting name for a product with such ambitious goals.
True to its heritage, Daemongjae Makgeolli 12 is crafted with a "Farm to Bottle" philosophy, using only reliable, eco-friendly rice sourced directly from the Gyeongju region. The makgeolli is a tribute to the family’s celebrated spirit of hospitality; historically, it was a staple served to the countless guests who were always welcome at the Choi family estate. This commitment to genuine hospitality and quality over quantity is reflected in its limited production run of just 600 bottles per batch, ensuring strict quality control.
The success of Daemongjae Makgeolli arrives at a pivotal moment for the city of Gyeongju, which is preparing to host the 2025 APEC summit. The House of Choi sees its award-winning beverage as a fitting showcase for world leaders, symbolizing the city's rich history of tolerance and global exchange. As Choi Jaeyong works tirelessly to promote the brand, he is not just sharing a traditional drink; he is sharing the very soul of Gyeongju and the "K-Mind" with the world. The House of Choi brand is a step towards another millennium of history, thoughtfully and reverently crafted to honor the past while embracing a global future.
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