BTS Jin Becomes the First Member to Launch a Personal Venture, Partnering with Baek Jong-won—A Game-Changing Collaboration

Amidst a growing trend of celebrities entering the alcohol industry, BTS member Jin has partnered with renowned chef and entrepreneur Baek Jong-won to launch his own line of traditional Korean liquors. This marks the first time a BTS member has ventured into a personal business endeavor.

According to reports from News1 and other sources on December 11, Jin and Baek Jong-won jointly invested in the establishment of a new agricultural corporation, Yesan Doga, which will release its debut distilled spirit, IGIN, later this month. IGIN incorporates the unique flavors of Yesan, Baek’s hometown in Chungcheongnam-do, into a premium traditional liquor.

The IGIN product lineup will also feature ready-to-drink (RTD) options that include local agricultural products like Yesan apples, watermelon, and plums. These offerings will be branded as IGIN Sweet Tonic and IGIN Tangy Tonic.

To spearhead this initiative, Jin and Baek founded the agricultural corporation Jinny’s Lamp in December 2022, based in Yesan, Chungcheongnam-do. Notably, Jinny’s Lamp was inspired by a name Jin had previously mentioned on fan platforms as one he wanted to use for his studio. The company will oversee the production of IGIN, while its distribution will be handled by Yesan Doga, a subsidiary of Baek Jong-won’s The Born Korea, dedicated to alcohol distribution.

Yesan Doga was established to focus on the liquor business and is headed by Byun Jun-ho, a former executive at The Born Korea. Additionally, Park Rok-dam, a master artisan often referred to as the “godfather of traditional Korean liquors,” serves as an advisor for the company. Preparations for the product’s release are underway, including recruitment for specialty liquor store managers.

The collaboration between Jin and Baek Jong-won has captured significant attention, not only because of their respective prominence but also due to their shared passion for promoting Korean traditional liquors. Jin, a member of BTS who made history as the first Korean artist to top the Billboard Hot 100, and Baek, a legendary figure in the Korean food industry, bring substantial influence and expertise to the venture.

The partnership between Jin and Baek began during a joint appearance on a variety show. In 2022, they collaborated on BTS’s YouTube channel, 'Bangtan TV', for an episode of Drunken Truth, where they sampled traditional liquors with master artisan Park Rok-dam and highlighted the cultural value of Korean traditional liquors.

As other celebrities like Jay Park and Sung Si-kyung also launch their own alcohol brands, Jin’s entry into the market, backed by Baek Jong-won, is expected to set a new benchmark in the industry.