We introduced and promoted various Korean liquor at the ‘Joseon Korea: Court Treasures and City Life’ exhibition at Asian Civilization Museum! The event sold out within 30 mins and the Lychee Makgeolli Cocktail was a hit among the participants.
Objective: Korean Culture Showcase
The Asian Civilization Museum (ACM) aimed to host an exhibition called “Joseon Korea: Court Treasures and City Life,” which would showcase artifacts from the Joseon Dynasty (1392-1897) and offer insights into the culture, society, and aesthetics of Korea during that period.
The exhibition was to be accompanied by programmes and talks relating to Joseon Korea and contemporary Korean culture.
Solution: Collaboration between ACM and Enterprise Go
As the first Korean liquor workshop educator in Singapore, Enterprise Go was approached by ACM to introduce and promote various Korean liquor at the showcase, enabling visitors to get exclusive behind-the-scenes insight into Korean history and their love for drinking.
Through interactive knowledge sharing and engaging hands-on experience, ACM aimed to cover the history and techniques of Korean alcohol production.
Results: Successful sold-out event
Enterprise Go presented a proposal containing two packages, detailing how ACM’s audience can indulge in the history and techniques of Korean alcohol through traditional, cultural and experiential exposure. ACM eventually decided on the package that spotlighted the history and techniques of producing makgeolli, and a hands-on cocktail making experience.
A record-breaking demand saw our makgeolli-making workshop at Asian Civilisation Museum sell out in under 30 minutes.
Engaging visitors through Korean liquor tasting
Participants of the hands-on Korean rice wine appreciation session at ACM were treated to a dynamic and interactive learning experience conducted by Enterprise Go’s in-house trained group of experts in Korean culture, and in particular, Korean liquor.
Korean traditional liquor is an important part of Korean culture and is often consumed during celebrations and special occasions. Korean traditional liquor, also known as “hansikju” in Korean, refers to a variety of alcoholic beverages that have been produced in Korea for centuries. These beverages are typically made using traditional fermentation methods and are known for their unique flavors and aromas.
During the workshop, Enterprise Go introduced ACM participants to:
- Soju: Soju is a clear, distilled liquor that is made from rice, wheat, or barley. It is the most popular alcoholic beverage in Korea and has a mild, slightly sweet flavor.
- Makgeolli: Makgeolli is a milky, unfiltered rice wine that is made by fermenting rice with a special type of yeast. It has a slightly sweet and tangy flavor and is often served chilled.
- Bokbunja wine: Bokbunja wine is a sweet, fruity wine made from black raspberries. It has a deep red color and a rich, complex flavor.
Hands-on cocktail-making experience at ACM
With makgeolli being the focus of the workshop, participants had the opportunity to sample the different varieties and taste profiles of Sejong Makgeolli.
The team demonstrated the proper techniques for mixing, shaking, and stirring cocktails using makgeolli as the base. Participants were able to make and enjoy Lychee Makgeolli Cocktails themselves under the guidance of Enterprise Go workshop educators.
Overall, the workshop achieved its objectives of providing ACM participants a fun and interactive session as they gained new knowledge and insight into Korean history.