What Is Korean Jeontongju?

If you live in Korea and drink regularly, you have probably heard the term jeontongju (전통주). It literally means “traditional alcoholic beverages,” so it is easy to assume that it refers to drinks made from old recipes using traditional methods. That is not wrong, but it is only half the story.

Some jeontongju looks very modern. WON SOJU is one example. Founded by hip-hop artist Jay Park, the brand has a clean, stylish design that reflects its founder’s contemporary image. You might find it hard to associate with tradition, yet it is classified as jeontongju.

This gap between expectation and reality exists because jeontongju has a specific legal definition in Korea. Under Korea’s Liquor Tax Act, the category includes two main types of alcoholic beverages: folk-tradition liquor (민속주) and local-specialty liquor (지역특산주).

Folk-tradition liquor refers to drinks rooted in folk culture and brewing traditions passed down through generations. To qualify, a drink must be produced using officially recognized intangible-heritage brewing techniques or by an officially recognized Korean food master. This category fits the usual image of something “traditional.” Andong soju (안동소주) is a classic example: its production method was already well known during the Joseon dynasty.

Stylish, contemporary products, meanwhile, usually fall into the local-specialty liquor category. These are distinctive drinks made primarily with local agricultural products. To qualify for this category, a product must be made by a legally registered agricultural corporation using local produce.

The key phrase here is “local produce.” A drink with a thoroughly modern design and brand image can therefore qualify as jeontongju as long as it meets the relevant requirements. Yuja liquor (유자주), which has become popular in recent years, is one example. Made with yuja, a citrus fruit grown abundantly in Korea, it appeals to younger consumers. WON SOJU is classified as jeontongju because it is made entirely with Korean rice.

This division makes jeontongju a somewhat difficult concept to understand. At the stricter end, a drink must be connected to nationally recognized intangible heritage; at the broader end, many drinks made with local produce can potentially qualify.

This difficulty in understanding the concept has prompted considerable discussion among people working in the industry and enthusiasts. Some brands have stopped using the term jeontongju altogether because they do not want their products to be limited by the word “traditional.” Others look for common ground between the two categories. They suggest expressions such as uri sool (우리술), literally “our drinks,” or “locally brewed drinks” to emphasize the cultural roots behind them.

Personally, I agree with understanding jeontongju through culture. Although I do not support directly adopting “our drinks” or “locally brewed drinks” as names, I agree with the cultural meaning these expressions emphasize.

Jeontongju is simply too diverse to be summed up by the word “traditional.” Some products emphasize old recipes and historical continuity, while others use modern branding and packaging. Some target the premium market; others are affordable everyday drinks made by small family breweries. They do not share a single style or image. What connects them is Korean ingredients, producers, and culture.

That is what jeontongju means to me. On this website, I usually call these products “Korean sool.” Their many types and styles are difficult to define by a single standard, but that is also what makes exploring Korean sool so interesting.