From the launch of its first product to offline distribution: The story of Chilbaek Brewery, a successful local brand startup
Last Updated: July 21, 2026
This is helpful for people who...
- Aspiring entrepreneurs just starting a local brand
- Regional brands looking to expand nationwide
- People who want to test market viability before launching their first product
- Businesses looking to build brand awareness and acquire their first customers
What You’ll Learn from This Article
- How Local Brands Can Attract Their First Customers Through Storytelling
- How to Validate the Market Through Funding and Expand into Offline Distribution
- How to Communicate with Customers to Build Trust
Have you launched a local brand but are wondering how to reach customers nationwide?
Kim Hyun-han, the maker of Chilbaek Brewery—who left S Electronics to make makgeolli from melons he grew himself in Chilgok, North Gyeongsang Province—launched his first product on wadiz, securing 900 supporters and raising approximately 40 million won. This article details how a local brand launched its first product through funding, gauged market response, and grew as a result.
Chilbaek Brewery Maker Information
| Maker Name | Agricultural Corporation Chilbaek Brewery Co., Ltd. |
| Main Funding Categories | Food > Traditional Liquor (Locally Sourced) |
| Total Number of Funding Campaigns | 3 (Melon Makgeolli) |
| Total Number of Supporters | 903 |
| Total Amount of Funding Raised | 37,397,850 won |
From Quality Control Manager to a Brewer in His 7th Year of Farming
Q. Please introduce yourself.
Hello, I’m Kim Hyun-han. I live in Chilgok, North Gyeongsang Province, where I farm my own land and use Baekjinju rice and Korean melons to create my brand and brew alcohol.
From Leaving a Large Corporation to Becoming the Head of a Local Brand
Q. How did you get started with returning to farming and brewing makgeolli?
It might sound simple to say that I quit my job, returned to farming, and started making alcohol, but in fact, I’d been considering returning to farming even while I was working, and it took me 10 years to make the decision. I finally decided, “I can’t put this off any longer,” and returned to farming; during the preparation process, traditional liquor naturally became one of my main ventures. Since Chilgok is a major production area for cantaloupes, I built my brand around the cantaloupes I grow, and I experimented extensively to ensure the cantaloupe flavor infused into the liquor as fully as possible.
Q. Did you have any prior knowledge of cantaloupe farming?
Although I’m a farmer’s son through and through, I knew almost nothing about cantaloupes. Chilgok is the second-largest cantaloupe-producing region after Seongju, so I learned by interacting with friends from that area. Even though I didn’t achieve major success at first, I managed a soft landing, and I’ve gradually improved to get where I am today.
Q. How did your family react?
I’d been talking to my wife about returning to farming since we were newlyweds. Back then, I was away on overseas business trips for half the year, so I couldn’t spend much time with the kids. After much deliberation, I decided to quit my job after 10 years and return to farming. Looking back at the time when I was just growing cantaloupes versus when I started my business, I feel like my wife’s perspective has changed a bit. Especially after we successfully completed funding on wadiz, she started trusting me even more. Thanks to that, we’re currently preparing to open a new brewery. It’s made me resolve to work even harder.
Why I Chose Crowdfunding to Launch My First Product
Q. How did you get started with wadiz funding?
During a pre-startup training program, an organization explained to us, “This is what wadiz funding is all about.” That’s when I learned about wadiz and decided to launch my product there. I thought this platform would allow me to effectively highlight the Story ofmaking liquor from the cantaloupes I grow myself.
Q. Did you choose funding to convey your Story effectively?
Yes. The story of my farming was naturally highlighted on the product page, and I think it stood out even more because it was on wadiz. Wadiz supporters tend to read the Story carefully; they don’t just make a purchase—they cheer you on and become fans of the brand.
The First Product Shipping Test: A Blessing in Disguise
Q. Before the funding campaign began, what kind of supporters were you hoping to attract?
To be honest, I didn’t have any specific expectations for my first funding campaign—I just hoped everything would go smoothly. Having worked in quality control for so long, I wanted to demonstrate that “this brand’s liquor is consistently high-quality and flawless” rather than just seeking recognition for its taste. Starting with the second funding campaign, I hoped customers would really take notice, and I began to listen closely to what our supporters had to say. I wanted our liquor to be recognized as a valuable product crafted by farmers.
Q. I imagine there were some challenges during the preparation process.
Looking back, about two years ago, I used to lie awake at night worrying, “Will this really work?” But once we’d already started, I couldn’t just say, “I can’t do this,” so I did my absolute best. I was particularly worried about distribution because our product comes in glass bottles. In fact, when we tested shipping a bottle from Chilgok to my family in Suwon, every single one broke. I’m really glad we ran that test back then—I actually thought, “It’s a good thing they broke.” Thanks to that, we were able to try different methods and find the stable packaging solution we use today.
The Ripple Effect of Market Validation Through Funding, Extending to Offline Distribution
Q. You mentioned that the wadiz funding campaign also helped with market validation?
After the funding campaign, I spent a lot of time worrying about how to break into other markets. At that point, my only thought was to take the product directly to major distributors, but but after the successful funding campaign, the Traditional Liquor Bottle Shop Association reached out to us first. They proposed a price list, and when orders came in from 30 retailers, we began distribution in Seoul and Gyeonggi Province. I’m still in touch with those representatives today, and the success on wadiz really played a huge role in helping us get off to a smooth start. Even now, whenever I present a business plan, I always make sure to highlight our successful wadiz funding experience. The analytics report provided after the funding campaign ended was also very helpful in formulating our strategy for future products.
Q. What was your proudest moment after the successful funding campaign?
Someone sent me a screenshot showing that we ranked first in the pre-order category when we launched, and that was the moment I felt most proud. Also, after the funding ended, someone called to ask, “This is so delicious—is there any way to buy it separately?” Since we make fresh makgeolli, we don’t ship on Thursdays or Fridays to maintain quality. Once, someone inquired about delivery dates because they were traveling, and after hearing about that policy, they told me, “That’s thoughtful.” Moments like that really make it all worthwhile.
Q. What do 900 supporters mean to you as a maker?
I see our supporters not as people who simply buy a bottle of makgeolli, but as a powerful force—people who listen to my story and purchase a product that embodies that story. Also, the people who follow me—those who want to stay updated on my news and immediately participate when I launch my next funding campaign—make me feel like they’re truly on my side.
The Secret to a Local Brand’s Growth
Q. Many people think that for a local brand, all that matters is the quality of the product.
After my experience on wadiz, I’ve concluded that’s not the case. I believe that while product quality is a fundamental requirement, a brand can only become truly successful when it harmoniously combines that with a Story, the power of being local, and authenticity. I believe a Story doesn’t just appear out of nowhere—it’s built step by step through a process of trial, failure, and success. Chilbaek Brewery is also making various efforts to build an authentic, locally rooted Story. For example, in the spring, we host a makgeolli-brewing experience where participants pick mugwort from the rice paddy banks; in the fall, we hold makgeolli-tasting sessions and soccer games on the freshly harvested rice fields, along with traditional liquor-brewing workshops and a flea market—an event we’ve been hosting for three years now.
Q. What should people preparing to return to farming for the first time be prepared for?
I really want to advise them to bring enough living expenses to cover three years. I’ve found that if you move to the countryside with the same consumption habits you had in the city, it just doesn’t work out. Also, if you’re a young person under 39, there are many opportunities to receive government support when moving to the countryside, so I encourage you to take full advantage of them. Another one of my core life values is “relationships.” You simply can’t do this work alone. Especially these days, with young people having so many ways to contribute using AI, I’d recommend carefully observing the local community’s tendencies, approaching them with caution, and building strong relationships.
Q. How did you build relationships with the local residents?
Right after I returned to farming in 2019, the COVID-19 pandemic hit, so for three years, I wasn’t even able to greet the village chief. It wasn’t until after the pandemic that I finally received a call from the village chief; he asked me to attend a community event and pay my village dues. That’s when I realized, “I’ve finally become a part of this community,” and I was truly happy. At first, people looked at our fall rice paddy events strangely, but now the village chief proactively asks if we need anything, and even the county governor and local council members have attended our events. Once, a complete stranger from the neighborhood left a comment on my Instagram saying, “Thank you for hosting such a meaningful event,” and that really gave me a huge boost.
From Chilgok Daejang to the Leader of Korea
Q. What kind of brand do you want to build Chilbaek Brewery into in the future?
An official I met while preparing for the Pre-Startup Package program told me, “First, become the leader of Chilgok; then, the leader of North Gyeongsang Province; and finally, the leader of South Korea.” So, in our company profile, I listed our annual goals: to become the leader in Chilgok by 2026, the leader in North Gyeongsang Province by 2027, and the leader of South Korea the following year. We’re still a small business, but my mindset is set on aiming for those lofty heights.
Chilbaek Brewery’s Key Points for Successful Local Brand Funding
① We incorporated the Story of “why I make this product” into the product itself.
Maker Kim Hyun-han included a single line at the beginning of the Story: “A more trustworthy melon makgeolli, brewed personally by the CEO, who spent 18 years solely in quality control at a major corporation, Company S.” Instead of simply introducing the cantaloupe makgeolli, he highlighted his 18 years of experience in quality control, his life as a farmer in his seventh year of returning to the countryside, and the fact that he grows the cantaloupes himself. By adding a genuine local Story to the product’s quality, he gave supporters a reason to trust and cheer for the brand.
② They turned even the setbacks during the preparation process into brand trust.
During a shipping test for glass-bottled makgeolli, all the bottles broke, but Chilbaek Brewery didn’t let this end as a failure; instead, they used it as an opportunity to find a more stable packaging method. By honestly sharing this through their News updates, their efforts to ensure safe delivery and the improvement process demonstrated the brand’s sense of responsibility and authenticity to supporters.
Frequently Asked Questions (FAQ)
Q. Can regional brands also run funding campaigns?
A. A wide variety of local brands—from farm-fresh products like fruits and raw ingredients to traditional liquors and neighborhood restaurants—are launching funding campaigns on wadiz. Right now, we’re offering a 50% discount on platform fees to makers who are based or reside outside the Seoul, Gyeonggi, and Incheon areas when they launch a funding campaign.
Q. How can I gauge market response before officially launching a product?
A. A funding campaign is a way to gauge actual customer reaction before officially launching a product. You can validate market potential through various data points—such as the number of supporters, funding amount, comments, and followers—and use this information to refine your product or sales strategy. Additionally, wadiz’s “Launching Soon” featureallows you to check project demand and customer data even before the campaign goes live.
Q. How should I write a funding story for a local brand?
A. Funding stories can be categorized into three types: “Business,” aimed at launching and promoting a product or service to generate revenue; “Creative,” aimed at showcasing a creative work and building a fan base; and “Experiential,”aimed at pursuing personal enjoyment or meaning. You can tailor your story to each of these objectives. Choose the type that best suits your brand’s personality and write your story accordingly.
Q. What are the benefits of using funding when launching your first product?
A. Funding offers the advantage of going beyond simply selling a product to sharing your brand’s story and meeting the first customers who will be your earliest supporters. In fact, Chilbaek Brewery was able to grow its brand by receiving offers for offline distribution based on the success of its wadiz funding campaign.
“Don’t hesitate—take the plunge. Even if you fail along the way, it’s not a failure—it’s the foundation for success.”
As maker Kim Hyun-han’s message suggests, if there’s something you’ve been wanting to try but have hesitated out of fear of failure, come to wadiz to find “your allies”—people who will listen to your story and cheer you on. Local brands that participate in the “Find Your Allies Through Funding” campaign now can even receive a 50% discount on platform usage fees. If you’re preparing for your first venture, don’t miss this opportunity!
[Complete Guide to Local Brand Fee Benefits]
- Eligibility: Makers (both businesses and individuals) who are based or reside outside of Seoul, Gyeonggi, and Incheon
- How to Verify: Check the campaign page
- Eligibility Period: Through December 31, 2026
Meet Regular Customers Nationwide Through Funding
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