A start-up journey from hip-hop to RTDs

Pictured above: Jagiya Founders Mark Callan (L) and Ho Lee with product.

Ho Lee and Mark Callan are reinventing Korea’s iconic soju with Jagiya Soju, a carbonated RTD that sold out its first batch in weeks. In this interview, Ho, a Master’s student in Creative Enterprise and Innovation, shares how their cultural passion and business savvy are driving their bold vision for global success.

The global influence of Korean culture has been undeniable in recent years, from the rise of K-pop to the popularity of Korean cuisine. Two Auckland entrepreneurs, Ho Lee and Mark Callan, have tapped into this wave with a unique take on soju, Korea’s beloved national drink. Their start-up, Jagiya Soju, launched in September and is already making waves in the beverage industry with its ready-to-drink (RTD) format.

The first batch of over 10,000 cans sold out within weeks, setting the stage for what promises to be an exciting journey for the pair.

For Ho and Mark, the idea for Jagiya Soju was born out of both cultural passion and a sharp business insight. Ho, a self-described soju enthusiast, noted the absence of a soju-based RTD in a market flooded with vodka and sake alternatives.

“We noticed the growing global popularity of soju alongside the rise of Korean food, media, and culture. At the same time, the RTD market was reshaping the beverage industry, becoming the go-to choice for casual drinks. While soju is traditionally enjoyed as shots, we thought: Why not reinvent that tradition?” he says.

That thought became the guiding principle behind Jagiya Spirits, with the slogan “the new way to drink soju” encapsulating their mission. But the vision extends beyond just selling a product. 

“We’re building a lifestyle brand,” Ho explains. 

“It’s about creating an experience that embodies the energy, culture, and community that soju represents.”

Traditionally consumed in its undiluted form with alcohol content ranging from 17 percent to 24 percent, soju has long been associated with social drinking in Korea. However, Jagiya Soju reinvents the experience with a carbonated, mango-flavoured beverage packaged in sleek cans.

The alcohol content, at seven percent, strikes a balance between traditional soju’s potency and the lighter touch of many RTDs, which often hover around three percent. “Ours is definitely a strong drink. But for those who like to drink soju – and we always encourage responsible consumption – it’s an enjoyable alternative.”

The product also introduces a playful twist with its name. ‘Jagiya’ – an affectionate Korean term for a romantic partner – adds a layer of charm and cultural authenticity.

The journey to launching Jagiya Soju started with a shared entrepreneurial spirit between the two co-founders. Ho and Mark met through a mutual friend and quickly bonded over their involvement in Auckland’s music scene. While Mark organised EDM and house music events, Ho managed hip-hop artists and organised concerts.

“We decided to join forces and merge our efforts. That collaboration not only strengthened our friendship but also sparked a shared entrepreneurial drive.”

Mark brings to the table a wealth of business experience, having managed ventures in industries ranging from hospitality to event management. Ho, on the other hand, complements this with a creative edge honed through years in the music business. He is also completing a Master’s degree in Creative Enterprise and Innovation at Whitecliffe, which has given him a deeper understanding of business development.

“Although I’m only one semester into my degree, the research I’ve done on risk and resilience has already helped a lot.” 

Ho says that Jagiya Soju’s early success can be attributed to a combination of strong branding, a distinctive product, and savvy marketing. Leveraging their connections in Auckland’s nightlife scene, the duo has seen strong initial sales and positive feedback.

Their next challenge is scaling the business. 

“While our bar and nightclub contacts have driven sales so far, we’re now looking to take things to the next level,” Ho says. This involves seeking angel investors and business mentors to guide their national expansion.

The founders also have an ambitious vision for Jagiya Soju’s future. “Our ultimate goal is to take Jagiya Soju global. We want people all over the world to embrace soju the way they do vodka or sake. And we believe the RTD format is the key to achieving that.”

While the drink itself is at the heart of the business, Jagiya Soju is also about celebrating and sharing Korean culture. “Russia has vodka, Japan has sake, and Korea has soju. We want to redefine how people perceive, drink, and think of soju.” Ho says that by blending tradition with innovation, Jagiya Soju offers a modern take on a classic beverage. It appeals to both soju enthusiasts and those discovering the drink for the first time.

As they prepare for their next production run, the business partners remain focused on maintaining the momentum. From scaling production to finding strategic partners, their efforts are geared toward making Jagiya Soju a household name in New Zealand and eventually, beyond.

For now, the pair is savouring the success of their first launch and the positive reception from consumers. “It’s incredibly rewarding to see people enjoy something we’ve worked so hard to create,” Ho says. 

This article was originally published in the December 2024 issue of NZBusiness magazine. To read the issue, click here.