JD Super has signed a strategic cooperation agreement with the Korea Rice Wine Association, leading to the official opening of the “Korean Rice Wine (Makgeolli) National Pavilion” on JD.com on June 9. On launch day, users who follow the store can complete designated tasks or spend at least RMB 10 on qualifying purchases to enter a lucky draw for Lotte Makgeolli. Additionally, on June 11, the two sides will co-host the “Korean Makgeolli Festival” featuring a series of events that allow consumers to experience the authentic charm of Korean rice wine. The Korea Rice Wine Association is a non-profit industry body approved by South Korea’s Ministry of Agriculture, Food and Rural Affairs. Through its active promotion, “traditional makgeolli brewing techniques” were officially listed as a National Intangible Cultural Heritage of Korea in 2021. The new pavilion will bring together leading makgeolli brands, offering Chinese consumers a one-stop shopping channel and delivering genuine Korean makgeolli culture.
In recent years, JD Super has been steadily strengthening its presence in the rice wine segment. In 2025, the number of rice wine buyers on JD Super grew 47% year-on-year, with core users being high-spending consumers aged 28–32. Consumption scenarios have expanded from traditional banquets and elder gifts to everyday relaxation and casual get‑togethers, making rice wine a “micro‑drunkenness currency” for young people in social and self‑reward contexts. JD Super’s product strategy balances local cultivation with global sourcing: it works with domestic brands to boost traditional production regions and upgrade regional specialty labels, while also introducing premium rice wines from Japan, South Korea, and Southeast Asia, enabling consumers to “drink the world in one stop.” Guided by its service philosophy of “authentic, complete, economical, and fast,” JD Super’s alcoholic drinks division supports overseas brands in expanding into the Chinese market and lets consumers easily purchase authentic imported beverages. The launch of the Korean Makgeolli National Pavilion marks a key step in JD Super’s global rice wine expansion. Going forward, both parties will integrate resources and enrich themed activities to achieve win‑win outcomes in market development and cultural promotion.
