Korea is bringing its ancestral spirits out of rural distilleries and into the neon-lit heart of Seoul’s fashion district, launching a high-profile retail initiative aimed at capturing global tourists and the domestic market. The Ministry of Agriculture, Food and Rural Affairs, alongside the Korea Agro-Fisheries & Food Trade Corp. (aT), will officially open a second branch of Sool Gallery inside Doota Mall in Dongdaemun, Seoul’s bustling, neon-lit tourist and shopping hub, on Friday. The move represents a strategic push by policymakers to transform traditional alcohol into a modern cultural commodity. Rather than treating it as a legacy product from a bygone era, the ministry is re-introducing it to a target demographic of local Generation Z consumers and international travelers. "Dongdaemun is a primary destination where younger consumers and global tourists converge," said Kim Jeong-wook, deputy minister of the Agricultural Business Innovation Policy Bureau. "We anticipate that this new Sool Gallery will become an accessible, engaging hub where visitors can experience our heritag