Toasting a Korean-American Renaissance with Yobo Soju

There’s no denying the recent (and delightful) dominance of Korean heritage on American pop culture — from binge-worthy television to culinary wonders like Korean BBQ and craft kimchi.

What pairs well with all of it? Soju.

We’re not talking the mass-produced, green-bottled stuff. We’re talking about a new wave of premium soju that’s light, refreshing, and genuinely innovative.

We’re talking Yobo Soju.

In a landmark first for the soju category, Yobo’s inaugural release was crafted with 100% New York-grown wine grapes; the brand’s flagship, Yobo Luxe, is now made to a recipe comprising both California wine grapes and (the more traditional) rice and wheat ingredients. The result is a unique blend of Korean and American cultures — and one of the most versatile, elegant spirits we’ve tasted.

Speaking of elegant, the Yobo Soju brand also features Kish Apéritif, a line of chef-inspired liqueurs designed by Top Chef winner and host, Kristen Kish. Featuring four unique expressions — Seoul, Shine, Earth, and Bliss — they’re made with all natural ingredients and clock in at just 21% ABV. Perfect for enjoying on their own or mixing into craft cocktails, Kish Apéritifs are a versatile tool for home bartenders and professional mixologists alike.

To learn more, we recently sat down with founder Carolyn Kim to chat all things Yobo — and it left us thirsty for more. Geonbae!

Palm Bay International: Yobo Soju was the first grape-based soju to hit the market and Yobo Luxe with its grape-and-grain base continues to be unique in the space — what inspired you to use grapes in the first place?

Carolyn Kim: “I wanted to push the envelope and make soju from a raw material that had never been used for soju — grapes made sense because they have a natural elegance. I also wanted to create something native to New York State, which I consider my second home. The Finger Lakes region had a particular draw because my husband and brother both went to school in the area, so I have a lot of fond memories there.”

PBI: What drove your decision to later move Yobo Luxe from the original “recipe” of 100% New York-grown Catawba grapes (a vitis labrusca variety) to wine grapes from California (vitis vinifera), along with rice and wheat?

CK: “Moving away from 100% grapes for Yobo Luxe was a hard choice. But adding wheat and rice felt like an homage to traditional soju, which was made from grain. The wheat adds a layer of softness to the formula and the rice brings a little funk and character that I love. The original formula is amazing, but I’m excited to add dimensions to the spirit.”

PBI: It’s been incredible to watch the new wave of Korean-American pop culture sweep the States, from TV shows and movies to restaurant and club scenes across the country. Why do you think Americans are so receptive to Korean culture, and why is now the time for a renaissance?

CK: “It’s unexpected and totally exciting because growing up we struggled to assimilate and downplay our Korean culture as children. Now, kimchi is marketed as a superfood, BTS is global, and everyone has tried KBBQ!

“Koreans are contributing great things to our culture — food, music, dramas, fine art, and more. There’s so much creativity and inspiration, and with social media and other outlets, other cultures are able to experience some pretty cool aspects of Korean culture.”

PBI: And we’re incredibly proud to bring this particular aspect of Korean culture to market for people to enjoy! Yobo is truly a beauty. And speaking of aesthetics: Your choice to break from the traditional green glass bottle is an important touch in differentiating Yobo Soju from more widely known soju brands. In fact, the packaging for the entire range is really lovely — the Luxe bottle in particular. Where did you get your inspiration from?

CK: “I have to give all the credit here to our amazing CEO John Noe. In addition to his industry savvy, he has a background in art and design. He’s been able to take our team’s ideas and suggestions and articulate them into the product packaging and the glass.”

PBI: Are there any plans in the works for more sustainable packaging?

CK: “Sustainability is always on our minds. Innovation in drinks packaging has come along well, but it’s not a quick process. We’d love to be at the forefront of that space.” 

PBI: What was it like working with Top Chef winner and host Kristen Kish in creating the Kish Apéritif line of soju aperitifs? You’re both such creative and driven women — were there any brainstorming sessions on the product or moments together that were particularly inspiring?

CK: “Kristen is the complete package. She’s intelligent, talented, and humble. No one else on our team is a flavor and taste visionary the way Kristen is. The ingredients and combinations in the Kish Apéritif line are so special to her unique point of view and hearing her talk through potential combinations was enlightening. That’s the beautiful mind of a passionate and talented chef. Oh, and the first time we got on a video call, she was wearing a shirt that said ‘KTOWN,’ which confirmed we had the right partner!”

PBI: The demand for gluten-free options in the spirits space has boomed in the last several years — what do you think helps non-grain-based soju, Kish Apéritif and K TOWN in particular, stand out from other GF alcohol beverages?

CK: “Soju is typically lower in alcohol than other spirits, being less than 25% ABV. We believe that consumers who are interested in a gluten-free lifestyle are also interested in other ways to take care of their bodies and minds. Lower ABV drinks allow one to enjoy a lifestyle that isn’t weighed down by the intensity of other spirits.

“Anyone who has eaten gluten-free bread or pasta understands that it’s not enough to just be gluten-free. The product has to taste good and be enjoyable. I think our products give the consumer exactly that.”

PBI: When you meet someone who hasn’t tried soju (or perhaps not even heard of it), how do you like to explain or introduce it to them?

CK: “I’d say it’s a clear, neutral spirit that is versatile. There’s no one way to drink it and it goes well with so many things. In Korean culture, many people drink it from a shot glass and in social settings. There are so many variations these days on soju, but if it’s a high-quality product, I’d say sip it chilled or with simple additions like seltzer and a squeeze of citrus.”