CJ CheilJedang is accelerating the U.S. expansion of its premium Korean distilled spirits brand jari, moving into Los Angeles just a week after its New York debut as the company seeks to build a foothold for Korean spirits in the American dining and bar scene.
Rather than positioning jari simply as another imported liquor brand, CJ CheilJedang is using Korean cuisine, fine dining and cocktail culture as entry points for introducing the brand to U.S. consumers.
The company held a jari launch event on Sept. 29 at Niku X, a restaurant in downtown Los Angeles. More than 100 representatives from local restaurants, bars and the broader food and beverage industry attended the event, where they sampled three jari products and explored pairings with Korean food.
The event also highlighted jari’s collaborations with small and independent Korean distilleries. By bringing those producers into its overseas expansion strategy, CJ CheilJedang is positioning jari as a platform for showcasing a broader range of Korean spirits rather than promoting a single brand in isolation.
A representative from Hojokban LA, a Korean fusion restaurant operated by GFFG, said the company’s approach to working with distilleries stood out, adding that the partnership model could help communicate the authenticity and value of Korean spirits to American consumers.
The Los Angeles event followed a New York gathering held on Sept. 23 at Gui Steakhouse in Manhattan. The event brought together representatives from prominent Korean restaurants and bars, including Jungsik, Joo Ok, Jua, Mari and Take 31.
Korean spirits were presented alongside food and cocktail pairings during the New York event. Chef Sungcheol Shim, who operates Michelin-starred restaurants Mari and Kochi, and bartender Hong Doo, a mixologist from jari brand ambassador Pine&Co, introduced different ways of pairing Korean distilled spirits with contemporary Korean cuisine and drinks.
Interest generated by the New York launch has already translated into new restaurant and bar placements. Jari is set to be available at a number of prominent New York dining venues, including Michelin-starred restaurants such as Jungsik and Joo Ok, as well as C as in Charlie, Take 31, Seoul Salon and Nari.
The company plans to expand consumer access to the brand from October, working with local partners to gradually broaden its retail and foodservice presence.
Industry observers say the strategy reflects a broader shift in the way Korean spirits are being introduced to international consumers. As Korean cuisine gains visibility in the U.S., pairing spirits with established dining experiences can provide consumers with a more accessible way to discover unfamiliar categories.
For jari, the challenge will be to turn initial interest among chefs, bartenders and Korean dining operators into sustained consumer demand. The U.S. spirits market is highly competitive, and long-term growth will depend not only on product quality but also on distribution, brand recognition and the ability to establish a distinct identity beyond the Korean food trend.
CJ CheilJedang believes the growing popularity of Korean food provides an opportunity to introduce Korean spirits as part of a broader cultural and culinary experience.
“Through our launches in New York and Los Angeles, we have seen strong interest from the local dining industry in Korean spirits and their potential for growth,” a CJ CheilJedang representative said. “We aim to expand jari’s role as a platform that introduces the appeal of Korean spirits to global consumers while creating new dining experiences that pair them with Korean food.”
With New York and Los Angeles now serving as key launch markets, CJ CheilJedang plans to expand jari’s presence through partnerships with restaurants, bars and other local food and beverage businesses, while continuing to work with Korean distilleries to bring a wider range of K-Spirits to the U.S. market.
