By: Funday Friends
Author: Liliia Kosheleva

Seoul, November 2024 — The Korean Sool Grand Festival 2024 has wrapped up its 14th edition, leaving a lasting impression on the thousands of visitors who gathered at the aT Centre in Seoul from 15 to 17 November. Organized by the Ministry of Agriculture, Food and Rural Affairs (MAFRA) and the Korea Agro-Fisheries & Food Trade Corporation (aT), this year’s festival set new benchmarks for attendance and participation, underscoring the growing global fascination with Korea’s traditional alcoholic beverages.

A Festival of Records and Revelations

This year’s event was the largest in the festival’s history, drawing over 6,200 pre-registered attendees, a figure that tripled last year’s numbers. With 116 breweries, distilleries, and wineries from across the country, the festival offered a comprehensive look at the rich tapestry of Korean alcoholic traditions.

Visitors were treated to an expansive selection of beverages, ranging from the creamy, tangy makgeolli to refined soju, premium cheongju (clear rice wine), and artisanal fruit wines. Producers showcased not only their finest products but also the history, craftsmanship, and cultural narratives that make Korean sool (alcohol) so distinctive. Attendees described the atmosphere as electric, with booths offering tastings, live demonstrations, and a wealth of storytelling that connected visitors to centuries-old traditions.

Immersive Experiences and Celebrated Achievements

The Korean Sool Grand Festival is more than just an exhibition—it’s a dynamic, hands-on celebration. This year’s highlights included:

• Makgeolli-Making Workshops, where participants delved into the age-old art of fermentation, guided by experienced brewers who shared their passion for preserving traditional methods.

• The Korean Sool Award Ceremony, which honored the year’s best traditional beverages. This government-hosted competition is a cornerstone of the festival, recognizing excellence and innovation in brewing.

• An exclusive auction of limited-edition beverages, giving collectors and enthusiasts a chance to acquire rare bottles steeped in Korean tradition.

• Trend-focused seminars, where industry leaders explored the evolution of alcoholic beverages in Korea and around the world.

The combination of education, interaction, and celebration ensured there was something for everyone, from casual visitors to seasoned connoisseurs. Trending music, cultural performances, and food pairings added to the vibrant atmosphere, creating a multi-sensory journey for attendees.

The festival’s central mission remains the same: to raise awareness and appreciation for traditional Korean alcoholic beverages. However, this year’s event also highlighted the evolving role of Korean sool in a globalized market. By connecting small-scale producers with a wider audience, the festival demonstrated how tradition and innovation can coexist, ensuring the sustainability of these cultural treasures.

What’s Next for Korean Sool?

As the curtains closed on the 2024 edition, it was clear that the festival had not only met but exceeded expectations. For organizers, the growing interest in Korean sool is a promising sign that these traditional beverages are finding their place among global drink enthusiasts.

The success of the Korean Sool Grand Festival also reflects a renewed pride among Koreans for their cultural heritage. Many attendees expressed their excitement at discovering new brews and gaining a deeper understanding of the meticulous craftsmanship involved in producing them. As one visitor remarked, “This wasn’t just about tasting drinks—it was about experiencing the heart of Korean culture.”

Next year’s festival is already anticipated to build on this momentum, with hopes of introducing even more diverse brews, interactive programs, and expanded international participation. For now, though, the Korean Sool Grand Festival 2024 stands as a testament to the enduring appeal of Korea’s brewing heritage and its bright future.

A Festival to Remember

Whether for the vibrant atmosphere, the educational workshops, or the chance to taste Korea’s best brews, attendees left the festival with a newfound appreciation for the country’s alcohol traditions. Beyond the drinks themselves, the event celebrated the stories, people, and history that make Korean sool a vital part of the nation’s cultural identity.

The Korean Sool Grand Festival has once again proven itself as a vital platform for cultural exchange, innovation, and celebration. Cheers to an event that brings the past and future together, one glass at a time!