CJ CheilJedang’s Korean Spirits Brand jari Expands U.S. Presence with Los Angeles Launch
- Following its New York debut, CJ’s premium Korean distilled spirits brand jari is bringing K-spirits to leading dining venues in Los Angeles and New York through curated pairings with Korean cuisine.
CJ CheilJedang’s premium distilled spirits brand, jari, has expanded its U.S. presence with a launch in Los Angeles following its debut in New York, stepping up efforts to build its foothold in the U.S. market. With New York and Los Angeles as key hubs, jari will introduce American consumers to Korean distilled spirits and deliver a complete Korean culinary experience through pairings with Korean cuisine.
At the Los Angeles launch event held on September 29 at Niku X in downtown LA, approximately 100 guests – including representatives from leading local restaurants, bars, and the broader industry – were in attendance. Guests were introduced to jari’s three award-winning products – jari Moonbaesool 24, jari Moonbaesool 41, and jari Gamuchi 24 – as well as the brand’s story of mutual growth with its partner craft distilleries. They also experienced the distinctive appeal of Korean distilled spirits through a dinner course pairing K-food with jari.
“It was especially impressive to see jari establishing itself as a platform that works with distilleries across Korea to introduce Korean distilled spirits culture to the world,” said a representative from Hojokban LA, a modern Korean fusion dining brand that attended the event. “We believe that American consumers will recognize jari’s authenticity and value the moment they experience it.”
The K-Spirits X jari Partners Day, held on September 23 at Gui Steakhouse in Manhattan, New York, also drew significant attention from the city’s culinary community. Representatives from leading Korean restaurants and bars in New York – including Jungsik, Joo Ok, Jua, Mari, and Take 31 – attended the event. Chef Sungchul Shim, who operates the Michelin one-star restaurant Mari and Kochi, and Du Ui “Joe” Hong, a mixologist and jari brand ambassador from Pine&Co, showcased the unique flavors of Korean distilled spirits through pairings with Korean cuisine, receiving enthusiastic responses from attendees.
Following the event, inquiries regarding product placement and menu applications for jari have continued to grow among Korean dining establishments and bars in New York. jari has confirmed placements at Michelin-starred restaurants such as Jungsik and Joo Ok, as well as leading New York dining destinations including C as in Charlie, Take 31, Seoul Salon, and Nari. Starting this month, local customers will be able to enjoy jari at these venues. CJ plans to gradually expand the channels through which consumers can experience jari by collaborating with local partners.
“The consecutive launch events in New York and Los Angeles confirmed the strong interest and growth potential for Korean distilled spirits among the local culinary industry,” said Sungjin Oh, K-Spirits Team Lead at CJ CheilJedang. “jari will continue to serve as a platform that introduces the appeal of Korean distilled spirits to global consumers by offering differentiated culinary experiences that complement K-food.”
