Seoul dining brand sells out entire inventory in two days, signaling growing ambitions in South Korea's traditional liquor market.
Mimiok, a Seoul-based specialty dining brand operated by LOF Company, sold out its entire first shipment of inventory within two days of exhibiting at the 2026 Korea Makgeolli Expo (MAXPO 2026), held May 15–17 at the aT Center in Yangjae, Seoul. The strong demand prompted the brand to arrange an emergency resupply to meet continued interest through the close of the fair.
Now in its fifth year, MAXPO 2026 is South Korea's foremost gathering for the traditional liquor industry, bringing together more than 120 breweries and 150 exhibitors from across the country. Makgeolli — a lightly sparkling, milky rice wine with deep roots in Korean culinary culture — sits at the heart of the expo, which has grown into a key platform for brewers, distributors, and international buyers alike.
Mimiok’s participation stood out as a rare exception in a field dominated by dedicated brewers. The brand exhibited under its own name with a self-developed lineup of premium traditional liquors: a handcrafted makgeolli, a yakju (a refined, clear rice liquor), and a premium distilled spirit, alongside a curated gift set. For a restaurant brand to present its own liquor line at a brewer-centric trade fair of this scale is virtually unprecedented in South Korea's food and beverage industry.
The reception at the expo underscored the brand's growing reach beyond its restaurant base. Visitors were overheard remarking, "I can't believe I'm running into Mimiok here," and "I've always wanted to try it, but the wait times kept me away — glad I finally got the chance." The enthusiastic response reflected both the strength of Mimiok’s existing fan base and its ability to attract new audiences well outside its traditional dining context.
“Our traditional liquors are not a side offering — they are a core part of what Mimiok stands for,” said a spokesperson for LOF Company. “This expo gave us a rare opportunity to connect directly with traditional liquor enthusiasts from across the country, and the response exceeded our expectations.”
LOF Company has indicated it is exploring expanded retail and distribution channels for the Mimiok liquor line, with plans to broaden its presence at specialized beverage events going forward.
Mimiok currently operates locations in Sinyongsan, Yeouido, and Gangnam, anchoring its brand identity around shabu-shabu (Korean-style hot pot) and traditional Korean liquor.
[국문기사]
서울 샤브샤브 전문점 미미옥(운영사 로프컴퍼니)이 지난 5월 15일부터 17일까지 서울 양재동 aT센터에서 열린 '2026 대한민국 막걸리엑스포(MAXPO 2026)'에 참가해 이틀 만에 준비 물량 전량을 완판하는 성과를 거뒀다.
올해로 다섯 번째를 맞이한 막스포(MAXPO)는 전국 유명 양조장 120여 개를 포함해 총 150여 개 업체가 참가한 국내 최대 막걸리 전문 박람회다. 양조장 중심의 행사에 외식 브랜드가 자체 개발 전통주로 독립 부스를 운영한 것은 이례적인 사례로, 미미옥은 수제 막걸리, 수제 약주, 프리미엄 증류주 3종과 선물 세트를 선보이며 전통주에 진심인 브랜드로서의 면모를 널리 알렸다.
현장에서는 소비자들에게 뜨거운 호응을 얻었다. 행사 이틀째 1차 준비 물량이 완판되자 추가 물량을 긴급 입고하는 상황이 연출될 만큼 현장 열기가 높았다.
로프컴퍼니 관계자는 “미미옥의 전통주는 단순한 부가 메뉴가 아닌 브랜드 정체성의 일부”라며 “이번 행사를 통해 전국의 전통주 애호가들과 직접 만날 수 있었던 소중한 기회였다”고 밝혔다. 로프컴퍼니는 이번 성과를 바탕으로 미미옥 전통주 라인의 외부 유통 확대를 검토 중이며 주류 전문 행사 참가 등을 통해 브랜드 접점을 지속적으로 넓혀나갈 계획이다.
미미옥은 현재 신용산, 여의도, 강남점을 운영 중이며 샤브샤브와 전통주를 중심으로 한 독자적인 브랜드 세계관을 지속 확장해 나가고 있다.
황지혜 기자 jhhwang@segye.com
