Premium Soju. Bold Heritage. Refined Taste.

Name: Anuga
Start: 2027-10-09
End: 2027-10-13
Location: Koelnmesse GmbH

A brand that boasts a legacy and contemporary flair, HWAYO Soju is intent on offering consumers with a sophisticated sip steeped in heritage and innovation
As Millennials and Gen Z continue to shape global consumption patterns, their curiosity and appetite for the new, the novel, and the authentic have led them to embrace a broader spectrum of drinking experiences. No longer happy with a single go-to beverage, today’s consumers are exploring categories that offer both cultural depth and contemporary flair. Among these, soju—a traditional Korean rice-based spirit—has carved out a prominent spot, particularly in Western markets. Once a staple of Korean dining tables, soju has surged in popularity, riding the wave of global interest in Korean culture, from K-pop to cuisine.
Entering this scenario is HWAYO, a premium soju brand that redefines what the category can be. Bridging over 700 years of distillation heritage with modern refinement, HWAYO crafts a liquor that is as much about tradition as it is about innovation. From its elegant bottle design to its complex flavor profile and meticulous production methods—including low-temperature vacuum distillation and aging in traditional Onggi earthenware—HWAYO embodies the essence of Korean craftsmanship.

To the press compartment of HWAYO CO., LTD.

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