Choiza, the renowned hip-hop artist and culinary enthusiast, has ventured into the beverage industry with the creation of a new fruit wine named “Bunja,” crafted primarily from bokbunja—a native Korean blackberry celebrated since the Joseon Dynasty.
The launch took place following an interview at Shinsegae Duty Free in Myeongdong, Seoul, where Choiza reflected on the inspiration behind the product. He described drinking as “a moment infused with emotions, sensations, and attitudes toward life,” which sparked his ambition to produce a drink he personally cherished. This vision marked the beginning of Bunja’s development.
Choiza emphasized the need for a fruit wine that complements Korean cuisine, much like how traditional wines pair with French Michelin dishes. Highlighting the scarcity of fruit wines suited to Korean food—where makgeolli and distilled spirits dominate—he aimed to fill this gap by leveraging bokbunja, a fruit with deep cultural roots and a connection to his parents’ hometown of Gochang, a key bokbunja-producing region.
Challenged by bokbunja’s complex fermentation process, Choiza adopted a non-heating technique to preserve the fruit’s natural acidity and aroma. The wine contains no added sugars or distilled alcohol; instead, apple juice was introduced to provide subtle sweetness. Over two years, the formula was refined through dozens of adjustments, resulting in a unique flavor profile featuring a delicate sweetness balanced by a lasting, robust acidity. Each bottle contains approximately 300 bokbunja berries and five apples, with preservatives kept to a minimum in accordance with European natural wine standards.
The brand name “Bunja” cleverly merges the Korean characters for “container” (盆子) and “molecule” (分子), symbolizing the essence of the drink. Additionally, the bottle’s base bears the Hangul character “福” (Fuk), signifying both fortune and happiness—a talisman intended to convey well-being to consumers.
Choiza compared the creative process behind Bunja to his pioneering hip-hop career. Despite initial marginalization, he persisted by exploring uncharted paths, prioritizing essence over form. He believes that both music and alcohol carry the maker’s philosophy and identity, underscoring his intent to craft a beverage with personal significance rather than a mass-produced product.
The inaugural batch of 80,000 bottles sold out within six months, with a notably high repurchase rate that brought Choiza great satisfaction. Bunja is currently available exclusively at Shinsegae Duty Free, chosen deliberately to introduce Korea’s unique fruit wine to international visitors. Choiza envisions Bunja as a modern yet distinctly Korean drink that could spark renewed interest in domestic traditional liquors.
Coinciding with the birth of his daughter, Choiza expressed hope that Bunja would become a lasting legacy—a drink to be shared and cherished across generations. Mirroring Dynamic Duo’s enduring influence in hip-hop, he aspires for Bunja to establish itself as a timeless brand that transcends fleeting trends.
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