CJ’s Jari Korean Spirits Brand Expands to Los Angeles After New York Launch

CJ CheilJedang is expanding its premium Korean spirits brand Jari to Los Angeles, extending a U.S. rollout that began in New York as the food company seeks a larger foothold in the emerging market for distilled Korean liquor.

The company said it held a launch event on Sept. 29 at Niku X, a restaurant in downtown Los Angeles. More than 100 people from the local dining and bar industries attended, sampling three Jari products and experiencing pairings with Korean cuisine. The event also highlighted CJ CheilJedang’s collaboration with Korean distillers.

Jari is a distilled-soju brand created by aging traditional Korean liquor bases developed with Moonbaesool Brewery and Danong Bio. That structure gives CJ CheilJedang a way to combine the heritage and production knowledge of established domestic makers with its own scale in branding, distribution and overseas market development.

The Los Angeles push follows events held in Manhattan in late September. Restaurant and bar professionals, including representatives from prominent Korean dining establishments, took part in programs centered on the flavors of Korean distilled liquor and its compatibility with food.

CJ CheilJedang has secured placements for Jari at Michelin-starred Korean restaurants Jungsik and Joo Ok in New York, as well as venues including Seoul Salon and Nari. The company plans to broaden sales channels there beginning this month while developing distribution on the West Coast through local partners.

The approach places restaurants and bars at the center of Jari’s entry into the United States. Rather than relying only on retail shelves, the company is introducing the brand through guided tastings and menus that show consumers how the spirit can be served with Korean dishes. That strategy could help distinguish distilled soju from the lower-alcohol green-bottle soju already familiar to many overseas consumers.

The expansion also reflects a wider effort by Korean food companies to build global demand beyond established categories such as dumplings, noodles and sauces. Premium spirits offer a route to present Korean ingredients, production methods and dining culture as a combined experience.

CJ CheilJedang said interest from culinary professionals in New York and Los Angeles confirmed the potential for Korean distilled spirits. It plans to work with local partners to increase the number of places where U.S. consumers can try Jari.