Daesun Soju, a flagship local distillery in Busan, launched a new soju product named "Busan (釜山)" on the 26th, marking its 96th anniversary.
The company describes the new product as more than just an alcoholic beverage—it is a symbolic expression of the company's identity, built over 96 years alongside the alleys and daily lives of Busan. The launch reflects the company's commitment to reinforcing its status as a leading regional distiller and expanding its coexistence with the local community.
"Busan" is offered at 15.7% alcohol by volume, reflecting the recent trend toward lower-alcohol soju. Using Daesun Soju's proprietary aging process, the product preserves the authentic taste of soju while achieving a balance between a smooth initial flavor and a clean finish. "Like Busan people—rough on the outside but deeply warm inside—it features a smooth, deep flavor with a clean finish," a company spokesperson said.
The package design also emphasizes regional identity. The label features the Chinese characters "釜山" in bold calligraphy, conveying a strong presence, while the phrase "made in busan" on the left highlights its origin as a local product. The overall design emphasizes a classic yet premium image.
Daesun Soju announced that through this product, it will also focus on "regional coexistence" and "giving back." The company plans to channel customer interest and support into ongoing donations and community initiatives, creating a virtuous cycle of growth alongside the region beyond simple sales.
Production of "Busan" began on the 26th, with distribution to major commercial districts, convenience stores, and large retailers in Busan to follow sequentially. Daesun Soju also plans to launch various marketing activities to engage with local residents alongside the product release.
"The new product 'Busan' is the culmination of our pride in our home base and 96 years of manufacturing expertise," said Choi Hong-sung, CEO of Daesun Soju. "At a time when concerns about regional decline are growing, we hope this will help revitalize the local economy and contribute to building a city of Busan that thrives together."