Korean traditional liquor producer, Agricultural Corporation Joeunsul Co., Ltd. (Joeunsul) has unveiled plan to enter the Vietnamese market, spearheading its Southeast Asia expansion with its flagship traditional rice wine, Cheonbihyang.
Joeunsul is exploring Vietnam as a new export market amidst rise in global tourism.
Cheonbihyang is a premium yakju brewed from domestically sourced glutinous and non-glutinous rice, combined with traditional Korean nuruk, and refined through an extended fermentation process. Known for its smooth aroma and refined mouthfeel, the product received the Presidential Award at Korea’s most prestigious liquor competition in 2025, officially recognizing its quality and authenticity. This distinction is expected to serve as a strong credibility marker when engaging overseas buyers.
Vietnam enforces strict regulations on import of alcoholic beverages, including distribution approvals, quality inspections, import licensing, and compliance with sealing and labeling requirements.
Joeunsul is proactively reviewing these regulations and preparing for lawful import procedures. The company is considering an initial distribution strategy focusing on the HoReCa segment in major cities with high disposable incomes like Hanoi and HCMC.
A Joeunsul spokesperson said, “Cheonbihyang is not merely an alcoholic beverage, but a true expression of Korea’s fermentation heritage. Through this entry into Vietnam, we aim to compete on quality and storytelling, serving as a bridge to introduce K-traditional liquor to the Southeast Asian market.”
