Aisin Juro Korea is expanding its presence in the domestic market by promoting Chinese Baijiu, which has ties to the Qing Dynasty royal family.
The company announced on September 2 that it imports and sells various Chinese Baijiu, including 'Daechung Gwan Yang Eopumju,' Hongyunju, Shengliang No. 1, Zhenghuangqizhu, and Longsai.
'Aisin Juro (愛新覺羅)' is the surname of the Qing Dynasty royal family. According to the company, Aisin Juro has a brewing history of about 400 years, continuing the lineage of alcohol once supplied to the royal family. It has also been recognized by the Chinese Ministry of Commerce as a 'Zhonghua Nozaho,' a designation for brands with historical and traditional significance.
The flagship product, Daechung Gwan Yang Eopumju, is a Baijiu made using traditional fermentation with natural yeast and long-term aging methods. The company states that it inherits the manufacturing traditions of the alcohol once supplied to the Qing Dynasty royal family. It has won the top award in the Baijiu category at the Korea Liquor Awards for two consecutive years, in 2025 and this year.
Hongyunju is marketed as a product suitable for celebrations and banquets. It is made using a long aging process in barrels infused with red pine and medicinal herbs. In South Korea, it is available for purchase through KakaoTalk gift services.
Additionally, the company sells Shengliang No. 1, known as the official banquet liquor of the Liaoning provincial government, Zhenghuangqizhu, named after the Eight Banners of the Qing Dynasty, and the premium Baijiu Longsai.
Aisin Juro Korea plans to expand its distribution network and consumer engagement by emphasizing its traditional and premium image, as consumer interest in Chinese Baijiu, including sorghum liquor, is diversifying in the domestic market.
Aisin Juro Korea representatives stated, "Aisin Juro liquor continues the tradition of the alcohol used at the celebration of the founding of the Qing Dynasty. As consumer perceptions of Baijiu in South Korea are changing, we will seek to expand our market based on our quality competitiveness."
* This article has been translated by AI.
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