Captain Q, the legendary liquor brand, has made a comeback after 11 years, sparking a nationwide craze. For middle-aged and older consumers who enjoyed it in the past, the relaunch evokes nostalgia. For younger generations who never got to try it, the brand has become an object of curiosity, fueled by notorious hangover tales that have evolved into entertaining internet memes. The product is now so hard to find that it is reportedly changing hands on the secondhand market for several times its retail price. Captain Q was first launched in 1980 by Lotte Chilsung Beverage, then known as Lotte Liquor, and is considered one of the original mass-market Korean liquors. Such products were developed at a time when liquor imports were restricted. They were essentially imitation spirits made by blending neutral alcohol (ethanol) with coloring, flavoring and small amounts of liquor concentrates to mimic the taste and aroma of imported spirits. Captain Q was one such product, containing a small amount of rum concentrate. Its affordable price made it particularly popular among college students and