Chef Ji-Hyung Choi’s Leebukbang, a North Korean cuisine restaurant, and Ilpoom Jinro, a celebrated soju brand with a century of history, share a common vision: honoring Korea's rich culinary heritage while reinterpreting it through a contemporary lens. Leebukbang preserves the essence of North Korean dishes, which are gradually fading from everyday memory, while infusing Chef Choi’s innovative touch to offer diners a fresh and exciting experience. Similarly, Ilpoom Jinro, with its origins dating back to 1924 as Korea’s first distilled spirit, elevates traditional soju, embodying a century of expertise and craftsmanship.
Just as Ilpoom Jinro perfects its complex yet smooth flavor profile through time-honored techniques like oak barrel aging, Chef Choi reimagines the classic flavors of Hamgyeong Province’s cuisine, delivering deeper, more refined tastes. Notably, Ilpoom Jinro’s meticulous process of using only the heart of the distillate, discarding the first and last portions, mirrors the artisanal approach of Chef Choi, who personally selects and prepares each ingredient at Leebukbang. Both brands emphasize respecting tradition while evolving with contemporary tastes, playing a vital role in elevating Korea’s cultural and culinary stature on the global stage.
Honoring Tradition, Embracing Innovation
Chef Ji-Hyung Choi has not merely replicated tradition but has built his culinary world by pushing the boundaries through creative innovation. Drawing inspiration from his grandmother, a refugee from Hamgyeong Province, and her traditional North Korean dishes, Chef Choi has meticulously researched ingredients and techniques to craft his own unique interpretations. Dishes such as North Korean-style blood sausage, fermented pollock, and sous-vide pork belly are reimagined with a contemporary twist under his skilled hands. His signature dish, “North Korean-style blood sausage,” is particularly noteworthy. Whether it’s blood sausage, white sausage, lamb sausage, or Abai-style sausage, each variety offers its own allure. A standout creation is the lamb sausage paired with homemade Chinese cumin (ziran), showcasing Chef Choi’s creative genius. This dish reflects both the versatility of blood sausage as a culinary form and the evolving palates of modern Koreans who enjoy lamb skewers, pushing the boundaries of Korean cuisine. When paired with Chef Choi’s fermented pollock, aged for three weeks, the harmony between the sausage and fermented flavors creates a truly memorable culinary experience.Also, Ilpoom Jinro boasts a rich history while continuously evolving to resonate with contemporary consumers. Remarkably, Ilpoom Jinro’s roots stretch back even before the founding of the Republic of Korea. In 1924, Jinro became the nation’s first distilled spirit, and over time, it has evolved into what we now know as Ilpoom Jinro. While soju is a familiar staple in everyday life, Ilpoom Jinro strives to elevate this beloved drink into a more valuable and special experience.
As the soju market diversifies and interest in premium soju grows, simply relying on tradition and convention is no longer enough. Ilpoom Jinro has never stopped innovating to stay in step with changing trends. Drawing on years of research and expertise in fermentation and distillation, the brand deepens its understanding of tradition while crafting spirits that appeal to modern palates. This commitment to constant refinement is what keeps Ilpoom Jinro alive as a brand.
By carefully blending oak-aged distillates that have been meticulously managed over time, Ilpoom Jinro offers a broad range of products, from high-proof spirits at 43° to more approachable varieties at 25°. Reflecting the tastes and desires of today’s consumers, Ilpoom Jinro captures the clean, smooth essence of distilled spirits, perfectly aligning with Leebukbang’s spirit of continuous innovation. Always close at hand yet delivering exceptional experiences, Ilpoom Jinro is the embodiment of HiteJinro’s century-long legacy and expertise.
The Art of Devotion: Crafting a Culinary Masterpiece
Is there any dish more labor-intensive than blood sausage? Chef Ji-Hyung Choi explains that traditional dishes, with their long histories, are born from a fusion of dedication and creativity. Although blood sausage might seem simple or rustic, the process takes over 20 hours, with each ingredient carefully prepared. The black pork from Jeju is hand-ground, and the innards for the sausage are meticulously cleaned multiple times to remove any unwanted odors. This painstaking attention to detail culminates in a sausage that transcends its familiar, humble image, offering a unique and elevated gastronomic experience.Ilpoom Jinro shares this thoughtful philosophy of honoring tradition while driving innovation. Soju has been beloved by Koreans as an integral part of daily life. While popular and familiar, it is accompanied by an extraordinary passion for the finest quality, just like any remarkable dish. Much like Chef Choi’s reinvention of blood sausage, Ilpoom Jinro is the result of rigorous research and meticulous craftsmanship. The premium soju is aged under optimal conditions in oak barrels at HiteJinro’s Icheon distillery, where the aging room is strategically located underground to maintain consistent temperature and humidity year-round, even in Korea’s extreme seasons. The belief is simple: just as superior ingredients are essential to crafting an excellent dish, the distillate must be aged uniformly to produce outstanding soju.
Mastering the art of aging is a delicate process. To enhance the final product, new oak barrels are periodically introduced, and the placement of the barrels is adjusted to maintain optimal aging conditions. Without continual research and fine-tuning, excellence cannot be achieved. Through careful control, Ilpoom Jinro strikes a balance between the oak’s natural aromas and the distillate’s inherent flavors, resulting in a refined spirit that embodies a century of expertise, filling the glass with clarity and fragrant elegance.
Three Exquisite Pairings by Leebukbang X Ilpoom Jinro
Warm Noodles with Pine Mushrooms and Black Pork Broth Paired with Ilpoom Jinro 25°
Koreans have long been a people of shared warmth, particularly through steaming bowls of soup. The rich, flavorful broths that form the foundation of Korean cuisine speak to the heart of its culinary heritage. Leebukbang’s signature black pork broth takes inspiration from the northern regions, where long, harsh winters make such dishes a staple. The broth is clear yet deeply flavored, enhanced by the delicate fragrance of pine mushrooms, which grow abundantly in the mountainous Hamgyeong Province. The addition of soft noodles to this warming broth results in a humble yet heartwarming dish.
When times are tough, nothing soothes the soul like a steaming bowl of soup paired with a crisp glass of soju. Leebukbang’s pine mushroom noodle soup, full of umami and aromatic nuances, is paired with the clean, pure flavor of Ilpoom Jinro 25°. The savory depth of the broth, combined with the refreshing, lake-like clarity of the soju, offers a momentary escape from life’s daily burdens.
Leebukbang’s Four Types of Blood Sausage Paired with Ilpoom Jinro 1924 Heritage
Leebukbang’s four distinct varieties of blood sausage find a perfect partner in Ilpoom Jinro 1924 Heritage. Blood sausage is a dish that lends itself to endless creativity, depending on how the filling is crafted. Chef Ji-Hyung Choi has carefully reimagined these sausages: a vegetable-filled version with less blood to highlight fresh flavors; a delicate white sausage made with tofu and eggs; Abai-style sausage with rich, juicy offal; and a unique duck sausage with aromatic spices.
Each of these sausages boasts a distinctive flavor profile, complementing the rich, soft aroma and clean finish of Ilpoom Jinro 1924 Heritage. This premium soju is a triple-distilled spirit made from the finest Icheon rice to achieve the highest level of purity. It brings out the unique aromas and textures of the blood sausage, much like different friends who each carry their own stories. Pairing these flavorful bites with a sip of Ilpoom Jinro 1924 Heritage transforms a familiar dish into an exceptional culinary experience.
Korean Beef Seolya Myeokjeok Paired with Ilpoom Jinro Oak 43
On a snowy winter’s day, there’s nothing quite like the traditional “Seolya Myeokjeok,” skewered beef grilled over charcoal and then cooled in the snow. This method keeps the meat tender and juicy while evenly cooking it throughout. At Leebukbang, Chef Choi reinterprets this technique in a modern way, offering tender beef skewers with a delicate smokiness.
Paired with Ilpoom Jinro Oak 43, the smoky, savory flavor of the charcoal-grilled beef harmonizes beautifully with the oaky notes of the soju. The subtle smokiness of the Seolya Myeokjeok blends effortlessly with the aged oak essence of Ilpoom Jinro Oak 43, making the higher alcohol content of the spirit almost imperceptible in its seamless pairing with the dish.
Leebukbang’s cuisine, which honors tradition while expanding culinary boundaries with fresh perspectives, and Ilpoom Jinro, a brand embodying the heritage of Korean spirits, share a common mission: to create unforgettable, special experiences from the simplest of companions—blood sausage and soju. Both Leebukbang and Ilpoom Jinro are dedicated to innovation, continuously reimagining the unique history, context, and traditions of Korean food culture, while pushing it beyond local borders to a global stage. This shared value not only preserves tradition but also broadens the horizons of the global culinary landscape.
