Korean Liquor Giants Tap Chefs As Latest Brand Ambassadors 

In South Korea’s liquor market, celebrity endorsements remain a powerful sales driver, with movie stars and pop idols still fronting many of the country’s best-selling drinks. But a new wave of partnerships is taking shape. But a growing number of companies are enlisting top chefs to promote their products, betting that culinary credibility can elevate their image and appeal to consumers seeking a more refined drinking experience.

In January, Lotte Chilsung Beverage rolled out its non-alcoholic beer Kloud Non-Alcoholic with the slogan “The Complete Non-Alcoholic Beer.” To front the campaign, the company turned to Chef Anh Sung-jae, the three-Michelin-star chef behind the acclaimed Seoul restaurant Mosu, celebrated for its modern reinterpretation of Korean ingredients through meticulous technique. Anh’s perfectionist reputation — also showcased on Netflix’s Culinary Class Wars — mirrors the brand’s message of craftsmanship and precision.

“By leveraging the professional credibility of a chef, we aim to communicate the product’s positioning more intuitively to consumers,” Lotte Chilsung said.

The greatest challenge in the non-alcoholic beer segment has always been taste. Kloud Non-Alcoholic uses a special yeast that restricts alcohol formation during fermentation, eliminating the need for artificial dealcoholisation. This allows the beer to retain its natural aroma and flavour — meaning that even without alcohol, drinkers can still enjoy an authentic beer-like experience.

Stella Artois has taken a similar approach. The Belgian beer brand, imported to Korea by OB, tapped Chef Kwon Sung-jun, winner of Culinary Class Wars and one of Seoul’s leading young fine-dining chefs, to represent the brand in Korea. After launching a limited-edition “Gourmet Chalice”, Stella Artois invited Kwon to New York as Korea’s ambassador for its global Let’s Do Dinner event. The company said Kwon’s commitment to high standards in the kitchen aligns closely with Stella Artois’ emphasis on quality and craftsmanship. In this case, the chef isn’t just a promotional face — he embodies the brand’s values of refinement and precision.

The trend has also extended into the spirits sector. Since May, Golden Blue International, a Korean beverage manufacturing company, has partnered with Chef Lee Yeon-bok, one of South Korea’s most celebrated masters of Chinese cuisine and a household name through popular TV cooking shows, to launch a YouTube video series pairing dishes with Kavalan whiskies from Taiwan. In the series, Lee presents combinations such as sweet-and-sour pork with Kavalan Classic and spring rolls with Triple Sherry Cask, using dining experiences as the entry point to connect with audiences. Compared with traditional advertising, these real-life demonstrations feel more genuine — suggesting not only that the liquor itself is trustworthy, but that its pairings carry professional endorsement.

Celebrity crossovers are nothing new in Korea’s drinks industry, but their effectiveness has waned. According to research firm Innova Market Insights, taste and flavour remain the most decisive factors for Korean consumers when choosing food and beverage products, while demand for premium experiences continues to rise — particularly in alcohol consumption.

As one industry insider summed up: “As the experience economy becomes more central to food and beverage marketing, brand storytelling that incorporates chefs makes consumers feel they’re not just buying a product — they’re partaking in a carefully curated experience.”