CJ CheilJedang hosted a launch event for its new distilled spirit Jari on September 29 in Los Angeles, the company announced on Monday.
This move into the West Coast market, following its New York debut, is part of CJ’s strategy to offer consumers an authentic Korean culinary experience through key locations on both U.S. coasts.
The event, held at the chic downtown LA restaurant Niku X, drew over 100 attendees, including influential figures from local dining establishments and bars.
Guests were treated to a taste of Jari’s three signature products, learned about the brand’s collaborations with small-scale distilleries, and explored exciting K-food pairings, showcasing the unique charm of Korean spirits.
Since Jari’s New York launch at Manhattan’s Gyu Steakhouse on September 23, there’s been a buzz in the city’s Korean dining scene, with many venues eager to feature the spirit on their menus.
Jari has already secured spots in Michelin-starred restaurants like Jungsik and Juuk, as well as trendy New York hotspots such as Salon de Seoul and Nari, rapidly expanding its presence in the local market.
A spokesperson for CJ CheilJedang enthused that the back-to-back launch events in New York and LA have confirmed the immense interest and growth potential for K-spirits in the U.S. culinary scene.
The brand name Jari pays homage to the Korean tradition of gathering to share drinks and food, embodying the spirit of conviviality and connection.