Communication

GyeongNam International Liquor Fair

Extra Form

Country	Korea
Year	2025
Award	WINNER
Affiliation	Hongik University and Sangmyung University
Designer	Sohyun Park, Jihyun Park
English	Traditional liquor varies by region, showcasing unique ingredients and histories while offering distinct charms. The Gen Z demographic is discovering traditional liquor, adding fresh perspectives to this market with fewer regulations. According to the Ministry of Agriculture and Statistics Korea, the traditional liquor market grew from 94.1 billion KRW in 2021 to 162.9 billion KRW last year, reflecting rising popularity among younger consumers. In response, Gyeongsangnam-do is launching products that capture regional history. We propose branding strategies for the 2025 Gyeongnam International Liquor Expo to highlight the region’s strengths.
Native	전통주는 지역에 따라 재료와 역사에서 차이를 보이며 다양한 매력을 전달합니다. 전통주를 경험한 2030세대는 규제가 덜한 전통주 시장에 신선함을 느끼고 다가서고 있습니다. 농림축산식품부와 통계청의 조사에 따르면, 국내 전통주 시장 규모는 2021년 941억 원에서 지난해 1천629억 원으로 73% 성장했습니다. 이는 2030세대를 중심으로 전통주의 인기가 높아지고 있음을 보여줍니다. 전통주 수요가 증가하는 가운데, 지역 특색이 뚜렷한 경상남도는 다양한 전통주 상품을 출시하고 있습니다. 우리는 경남 지역의 강점을 알리고 다양한 매력을 하나의 브랜드로 재탄생시켜 소비자에게 쉽게 전달하고자 합니다. 이를 위해 2025년 경남국제주류박람회의 브랜딩과 상품화 디자인을 제안합니다. 경남 지역의 전통주는 독특한 전통성을 바탕으로 다양한 모습을 가지고 있으며, 우리는 이러한 전통주를 새로운 트렌드로 만들기 위해 컬러풀한 풍경화와 트렌디한 벡터 심볼을 비주얼 키워드로 설정하여 디자인을 진행했습니다.
Positive Comments
Judging Comments	This branding strategy for the 2025 Gyeongnam International Liquor Expo taps into the rising popularity of traditional liquor, particularly among Gen Z consumers. With the market's significant growth, it focuses on showcasing Gyeongsangnam-do's regional history and unique products. By emphasizing the region's distinct ingredients and cultural heritage, the branding strategy aims to attract younger consumers while promoting the rich, local tradition of liquor-making, ultimately enhancing the global appeal of the region's offerings.

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