Brand Documentary Magazine No 09 Hwayo
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Brand Documentary Magazine No 09 Hwayo
Started in 2005, Hwayo, A soju (distilled Korean spirits) maker is part of Kwangjuyo group, which owns Kwangjuyo, A traditional high-end Korean pottery maker and Gaon Society, A business that introduces high-end Korean cuisine. under the leadership of the president, Taekwon Cho who aspires to promote high-end Korean culture, Kwangjuyo group’s businesses are growing into brand names that offer their original values. Harmony of sophisticated dishware, cuisine and matching Korean spirits, “Hwayo” create unparalled, multiple layers of aura.
Brand, balance, and perspective.
B Magazine dedicates each issue to the story of one specific brand, which is one of the well-balanced brands that JOH. discovers from around the world based on four standards: beauty, practicality, price, and philosophy. And each issue is packed with B™s unique insights and in-depth analysis.
B Magazines receives no advertising profits or financial support from the brands it introduces.
- 01:02 INTRO
Tableware is closely related to Hwayo, so it's no surprise that the sister company, Kwangjuyo, runs a ceramics business. The fundamental concept behind ceramics is to hold something, which actually paved the way for the launch of the company's food and alcoholic beverage business. To ensure relevant metaphorical messages, photos were taken at Kwangjuyo's manufacturing facility in Icheon for this section.
- 03:22 INTERVIEW 01
B interviewed a female professional who mentioned that she often likes to drink socially, but does not exactly enjoy the taste of alcohol. The interviewee commented that she didn't know much about Hwayo and added that soju is far from pleasant to drink because of its overwhelming smell of alcohol.
- 04:26 ILLUSTRATION FOR THE ALCOHOLIC BEVERAGE
There are various kinds of alcoholic beverages out there on the market today. However, it's not easy for the vast majority of people to tell the difference between whisky, vodka and gin, for example. In addition, there are subtle differences in the way these beverages are made. This section has been designed to answer frequently asked questions about subjects like this.
- 05:36 INTERVIEW 02
B asked all around to find a professional who has a thorough knowledge of Hwayo. This interviewee commented that unlike other traditional Korean spirits such as Andongsoju or Munbaeju, Hwayo has nicely blended tradition with an urban feel to it. He added that the success of Hwayo will pave the way for the introduction of other distilled soju in the future.
- 07:42 MEANING OF CONTAINING
This section explains symbolic elements about how the business has evolved from a company that makes ceramics to a food business and then to a company that makes Hwayo. Tableware and Korean cuisine that is contained within ceramic bowls and drinks that go well with this food — all of these implies that there is a connection between the ceramics business owner and the introduction of Hwayo.
- 08:46 COMMENTS ON HWAYO FROM THE CHAIRMAN
Not a lot of people know very much about Hwayo. Before examining in-depth stories about Hwayo, B interviewed the president of the Kwangjuyo Group, Taekwon Cho, to find out what led him to launch Hwayo.
- 09:48 MAKING SCENE
Staff members from B visited Hwayo’s manufacturing facility in Yeoju. After three visits, our photographers managed to capture some decisive moments in the production process. In every corner of the facility, it is clear that efforts are being made to revive traditional distillation methods.
- 10:60 INNER SPACE
Korean spirits made by traditional methods are often thought to be contained in old-fashioned pots. Alternatively, Hwayo has deftly incorporated modernity into its products. This may explain why it is not uncommon for young business people to choose Hwayo when going for a drink after work.
- 11:62 INTERVIEW 03
B attempted to find out more about Hwayo from the point of view of non-Koreans. The interviewee, the head chef at W Hotel Seoul, noted that the majority of Koreans have a bias against soju, as most of them believe soju is a cheap drink not suitable for formal occasions.
- 12:66 HOW TO ENJOY HWAYO
This section takes a closer look at how to enjoy Hwayo based on recommendations from chefs of restaurants that offer the distilled spirit. And it’s not just about Hwayo as a drink, but also dishes that go great with it, like Hwayo-based cocktails and matching cups.
- 14:81 B’S CUT
The most notable aspect of Hwayo is its brand “attitude,” as it aspires to elevate the level of Korean culture in a more sophisticated way. This section introduces a collection of Korean brands that B magazine believes possess a similar attitude.
- 15:96 BRAND STORY
Hwayo does not have a long history. However, its mother company, the Kwangjuyo Group was established half a century ago. In this part, B shares the group’s story over the years, one which has been full of ups and downs.
- 16:116 OUTRO
Drinks make their presence known only when they are paired with people and food. Just as some say that people live to eat, it can also be said everything is centered at food. And drinks are indispensable elements when pairing them with food. B hopes this issue helps readers learn more about the unique brand identity of Hwayo and the Kwangjuyo Group as a whole.
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