This project will only be funded if it reaches its goal by .
Soju or Die - A liquor story
Soju or Die - A liquor story
It is an alcohol you may never have heard of…. However... it is the most sold bottle in the world...
It is an alcohol you may never have heard of…. However... it is the most sold bottle in the world... Read more
This project will only be funded if it reaches its goal by .
Ci-dessous texte Français:
INTRODUCTION TO THE SUBJECT:
An alcohol you may never have heard of….
What if the country that was drinking the most liquor in the world, and that was producing the most sold alcoholic beverage in the world wasn’t France, Italy, USA nor Scotland ?
What if this country was South Korea ? What if you had no clue about the liquor we’re talking about ?
You thought you knew a lot about alcohol… Learn about Soju and the culture of liquor and alcohol in the world through a fascinating country you ignore all about.
As a Korean proverb would say: “Water was created by god, sul (alcohol) was created by human”
WHY KICKSTARTER ?
Because, after looking for a producer or a channel to finance this project for more than a year, and after having heard all kind of excuses about our lack of experience or our age, we’ve understood that this was exactly the kind of project that needed to be done and pushed by the people who want to hear about this story. That why we’ve decided for the first time to use a financing cooperative programm like Kickstarter.
Because, after having heard all kind of false informations about the korean culture we thought it would be good to see something done by people who know their subject since more than a couple of days.
Because, after all these times we have been into discussions with people saying that Korea was just like Japan without the culture, we thought this was enough.
Because, such as our Korean friends, we don’t think that alcohol is a taboo or a shame, but a craft and a cultural good... by the way aren’t French and Italian cuisine part of the world cultural heritage ? and isn’t wine part of it ? So why wouldn’t we be able to explain Korean, Italian, French, English, Russian or American culture through the history of their most emblematic beverages ?
That’s our goal. If we get our crowdfunding, every penny will be used for the filming equipment and the movie will be put online. You’ll be able to see it but if you want to be able to download it with the bonuses you’ll have to participate !
We did this because our goal isn’t to make any money but it is to write and realize this project that is with us every day since more than a year. Our main goal is to give the possibility to everyone to ask himself this question : «Why hasn't anyone done that this way before ?» And the best reward would steel be to hear from some of you:
"배움에는 왕도가 없다 - There is no shortcut to learning"
KOREAN ALCOHOL, SERIOUSLY?
Alcohol is a fundamental element of South Korean culture. South Korea has a true alcohol culture. We can find it in a unique and original national production alcohol. But also, unique in the degustation and perception of the drink. Such as France is known for its wine or Scotland for its Whiskey. Soju is the most sold liquor in the world. Alcohols are oftently called Yakju in Korea, which means “good alcohols for the health”.
This proves the strong link between Korea and alcohol. The first time we wrote about alcohol in Korea comes back to 1287 in a Korean poem named Jewang-Ungi. One of the most ancient Korean artefact. Its story is about a king who would have used the powers of alcohol to seduce a woman that fell pregnant. The born child was called Sul 술, that today means «alcohol» in Korean.
SOJU. WHAT ELSE ?
Soju is first an alcoholic distilled beverage with a clear and colorless aspect. This beverage brought by the Mongol invasions during the XIIITh century is composed of rice and wheat. Historically soju was consumed by men from forty years old, today it’s drunk by everyone.
At the time, numerous drinks were made of nuruk, a fermented mixture with malt. The methods used today were developed 1700 years ago. Even if soju is one of the oldest liquor in the world, since the modern era its alcohol level was reduced like the global trade of lowering the alcohol volume in beverages. With time, the traditional ingredients were replaced by new and more accessible ones, less regulated by the potentials shortage. Until 1965, the alcohol volume was of 35% before landing to 30% with the governmental prohibition.
Prohibition not on alcohol but on rice. Rice is the most traditional component and the most important in the fabrication of soju. It’s why, since 1965 the ingredients used for the fabrication of soju have evolved. Today, we use tapioca, sweet potatoes, saccharin, ethanol or soja. Despite the drop of the alcohol volume of today’s soju, the consumption is still very important and soju remains the most appreciated alcohol by Koreans.
Since a few years, distilleries and big soju brands had to renew theiselves. The young Koreans were leaving beside soju to privilegiate other alcohols. A trend that was wiped off by the arrival of soju with fruit flavors. When they were about to launch the new range, the economic experts were thinking that this trend will not last. After a week, Lotte had sold 1,2 million bottles of fruity soju and a new trend was born...
건배 ! “Cheers !”
HOW BIG IS IT ?
More than 1,53 billion bottles of the most popular brand Jinro was sold globally in 2012. If you add the second most popular brand, Lotte, you easily exceed 2,13 billion bottles sold. In 2017 it was over 3,4 billion bottles...
In 2006 it was estimated that a regular Korean adult over 20 years old was drinking 90 bottles of soju a year !
In 2014 a Korean was drinking an average of 13,7 shots of alcohol a week. Compared 6,3 for the Russians or 3,3 for the Americans.
In 2011, the South Korean government had decided to lower the taxes on importations of foreign alcohols. The same year, soju remained the first alcoholic beverage sold in the country capturing 97% of the sales.
WHY IS SOJU A GOOD WAY TO UNDERSTAND KOREA ?
Today soju is considered as the national alcohol. It is a symbol of comfort to its people.
Historically and culturally... what role and what major events are linked to alcohol ? A cultural diversity is created by men and women, this explains a lot about the cultures around us.
So let’s try a new alcohol game, one that doesn’t give you headache and that will help you learn some sensational facts. With a population of near 52 million inhabitants, Korea is the 35th country in term of quantity of alcohol consummed by person in a year. But it ranks first among all liquors.
France, Italy or Germany are used drinking important quantities of alcohol. But Korea is number one in the category of strong alcohols.
To give you an idea, a Korean consumes an average of 2X "strong alcoholic drinks" per week than Russian and four times more than American.
Koreans are modest and shy in their everyday life. First of all, soju is a social link. It’s sometimes difficult to make new friend in Korea, a culture filled with Confucianism.
So, a glass of Soju is a true moment to appreciate and understand Koreans. Do you want to see friends ? Join them at a Pocha, which is a mix between a bar and restaurant. It’s really popular in Korea.
Koreans also say that with Soju we can see the true nature of people. There is no company teambuilding without Soju, no night out without Soju, and, in short, no afterwork gathering without this tiny green coloured bottle who tastes like vodka !
In Korea, drinking Soju with someone is also a true moment of equality. On the contrary, wine, whiskey or Cognac, everyone drinks the same soju and the same soju is drunk by everyone.
Being the face of a soju brand is almost a symbol of success and glory in Korea.
Furthermore, if you like your daily fix, you can find Soju easily and also 해장 – Haejang, hangover products, which come in the form of drinks or ice-cream to allegedly, prevent your hangover.
In 2014, the hangover business inceased to more than 165 million dollars.
So why not change your habits and discover a new culture via their favorite drink !
BE PART OF IT !
We commit ourselves in case the project would be funded to offer you on Soju Or Die's social networks a new adventure. You will have the opportunity to vote for the next alcohol/country you would like us to shoot!
We will give you a choice between five and you'll be the one to vote and be our first supporters for the next Kickstarter campaign !
De l’alcool Coréen sérieusement ?
En France on célèbre le vin, les Ecossais sont fiers du whiskey … mais seul le Soju détient le titre du spiritueux le plus vendu au MONDE ! Grâce à son unique technique de distillation, cette liqueur nationale est adoré pour son goût si différent … Alors vous voulez en savoir plus ?
L'alcool c’est bien, mais le « Yakju » c’est encore mieux
En Corée, l’alcool est souvent appelé « Yakju ». Cela veut dire « bon alcool pour votre santé ». Et cette croyance a existé pendant très longtemps là-bas. Dans les faits, en 1287, le poète coréen Jewang-Ungi est devenu connu pour ses histoires de ce Roi qui voulait utilisé le pouvoir de l’alcool pour séduire une femme, qui tomba enceinte juste après. Quand son enfant est née, il fut appelé « Sul » ce qui est la traduction moderne d’alcool en Corée !
Soju? Un choix évident
Le Soju est pour la première fois apparu lors des invasions mongols du 13ème siècle, ce qui en fait une des liqueurs les plus vieilles du monde. Cet alcool distillé était composé de riz et de blé, ce qui en fait un liquide clair et sans couleur. Historiquement, le Soju était consommé par uniquement les hommes de plus de 40 ans. Maintenant c’est bu par tout le monde.
Le destin unique du Soju
Il y a 700 ans, cet alcool était, en plus du riz et de blé, fait aussi à partir de Nuruk. Le riz était le composant le plus traditionnel, mais face à plusieurs famine, la recette a évolué et on a rajouté du tapioca, de la patate douce, de la saccharine, de l’éthanol et du soja. En 1965, le taux d’alcool était de 35% mais il a été tout d’abord baissé à 30% qui à 20% pour des raisons de prohibitions sur le riz mais aussi parce que le gouvernement coréen était inquiet de l’abus de Soju dans la société coréenne. Mais malgré tout, il reste l’alcool préféré des Coréens.
La Renaissance du Soju
Dans un passé récent, les jeunes Coréens ont ignoré le soju en faveur des boissons alcoolisées internationales... mais cette tendance a été effacée lorsque les arômes Soju Fruit ont fait leur apparition. Contre tous les avis des économistes qui l'appelaient «fade», le Soju Fruit a vendu 1,2 million de bouteilles lors de la première semaine de commercialisation. Un nouveau soju était né au pays du Kimchi et de la K-League, techniquement avancé, hautement éduqué ... et fidèle à son histoire.
Risks and challenges
We think that the best way to understand how Soju and Korea work is to get in. Since we know a lot of Koreans and have experienced the place many times, the shooting will probably not be difficult.
But there isn't an easy shooting we have to think about every possibility and be grateful if everything goes smoothly.
We also want to show how the Soju is made and the process. It can be easy for little distilleries to have a nice contact but big brands are easily scared by a documentary even if it's only about showing and asking.Learn about accountability on Kickstarter
- All gone!