K-pop idols' dabbling in alcohol game raises eyebrows again

SEOUL - K-pop idols and celebrities are increasingly stepping into the alcohol business, creating both opportunities and concerns in one of South Korea’s most tightly regulated industries.

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The trend made headlines again after agricultural corporation Jini’s Lamp, which was co-founded by South Korean singer Jin of K-pop boy band BTS and celebrity food entrepreneur Paik Jong-won, was reported to the authorities in September for alleged labelling law violations.

Jini’s Lamp, which launched its distilled spirit IGIN in December 2024, produces the liquor in-house, while Paik’s affiliated company handles distribution. The case reignited debate over whether K-pop stars should be in the alcohol game at all.

Since Korean-American rapper Jay Park launched his Won Soju brand in 2022, a wave of South Korean celebrities have released their own liquor brands.

Singers like Im Chang-jung, Kim Min-jong and Yoon Mi-rae all jumped into the soju market, often in collaboration with local convenience stores.

Yet public enthusiasm quickly faded as similar concepts crowded shelves and demand slowed except for whiskies and ready-to-drink cocktails.