Adding Value to Boksoondoga through Product (re)Design

• Main Author: Lee, Sung Keun
• Other Authors: Self, James A.
• Format: Master Thesis
• Language: English
• Published: Graduate School of Creative Design Engineering 2017
• Subjects: Champagne; Carbonic acid
• Online Access: http://scholarworks.unist.ac.kr/handle/201301/21726; http://unist.dcollection.net/jsp/common/DcLoOrgPer.jsp?sItemId=000002332560

Department of Creative Design Engineering Identifying and exploiting local specialties are effective and useful strategies for local development. In Korea, the government promotes local industry, and developing a local specialty is a part of this. A specialty product not only improves local industry from an economic standpoint but also increases the design of cultural contents. One company called Boksoondoga has a certificated field specialty as an alcoholic beverage brand in Ulju-gun, Ulsan. Moreover, the company’s representative product rice wine is a kind of brewed rice wine of traditional Korea. This product earned local-specialty-wine approval from the ministry of agriculture and forestry in 2010. Boksoondoga rice wine could not be produced in large quantities due to the traditional brewing method of achieving natural fermentation by using local newly harvested rice and malt instead of using preservative and artificial yeast. This product is so unique because of its naturally occurring carbonic acid. It is refreshing like champagne and offers a deep, smooth flavor. Moreover, contrary to other brewed rice wines, it can be blended naturally even though it cannot be shaken when opened. A company has several national ongoing projects, not just focusing on a representative product but also using its brand value to engage in storytelling in the cottage industry rather than just concentrating on mass production in the factory setting. A company with such a characteristic faces the disadvantage that it is difficult to use mass production and large-scale marketing methods, unlike the situation facing other competitors in the same product line. However, it has the advantage of expanding and challenging its business, with there being a high degree of freedom regarding risk. Boksoondoga wants to bring a high-class touch to making rice wine, one of the traditional wines, the representative drink of Korea, like Japanese sake. Making the appearance of the bottle distinctly different from those of other companies' ...