HopEden, led by CEO Jang Soo-young, has announced its participation in the 6th Korea International Beer Expo (KIBEX 2024), scheduled from April 11th to 13th at COEX in Seoul.
HopEden combines technology and culture to promote sustainable future agriculture in Korea. Founded with the vision of leading a private-led agricultural transformation, HopEden began with hops cultivation and expanded its focus to include other areas of agriculture. After experiencing agro-environments around the world during a global journey, the founders returned to their hometown of Uiseong in Gyeongsangbuk-do in 2018 to establish the company, which was later incorporated in December 2022.
At KIBEX 2024, HopEden will showcase hop pellets produced in Korea and various beverages made with them - from beers to kombucha. The company directly produces hop pellet products shaped from hops cultivated on its farm.
HopEden highlights the freshness of its hop pellet products as a key advantage. According to the company, processed near the production site, HopEden's hop pellets maintain vibrant oils and delicate aromas often lost during long-distance transportation, ensuring that beer retains its freshest and most lively flavor.
Furthermore, by selecting locally sourced hop pellets, HopEden contributes to the agricultural transformation in Korea and supports sustainable future agriculture. Korean-grown hops offer a unique terroir-based flavor profile not found elsewhere, aiding in creating beers with distinct regional characteristics.
HopEden has successfully established a craft beer workshop, Hoppy Holiday, attracting young entrepreneurs to the region. Through this initiative, HopEden has supplied Korean hop pellets to several domestic craft breweries, including Gorilla Brewing, Ggeek Beer Company, and Taepyung Brewing. Currently, it is preparing Korean ingredient products for collaboration with some major corporations and the development of the "Hop Specialized Complex" project in Gyeongsangbuk-do and Uiseong-gun, paving the way for the establishment of "Beer City Uiseong" and "Uiseong Hop Valley."
A representative from HopEden stated, "Currently, our company possesses 12 hop varieties and operates a seed company selling hop seeds. We are committed to expanding cultivation areas and striving for supply stability through increased cultivation and harvesting. We have set a new goal of 'From root to fragrance,' expanding beyond hops as a beer ingredient to various markets such as horticulture, cosmetics, and pharmaceuticals."
They continued expressing their ambition: "We aim to convert 1% of rice cultivation areas to hops and become a leading agricultural company in Asia. For this purpose, Vietnam, Thailand, and India are our main target countries. Furthermore, we aim to address the challenges of local population decline and regional extinction. We plan to enter overseas markets such as Japan, China, the United States, and Germany by developing high-value-added products."
KIBEX 2024 is a comprehensive event covering this year's beer trends and the brewing industry. This exhibition, which provides a crossroads of industry trends and global networking opportunities, offers a valuable platform for stakeholders in the beverage industry. Taking place simultaneously, DRINK SEOUL provides a convenient option to explore various beverage industries, including premium traditional liquors, wines, distilled spirits, and non-alcoholic beverages, all in one place. KIBA (Korea International Beer Award) and KIBCON (Korea International Beer Conference) will also be held during the exhibition. Additionally, side events such as new product showcases, wine & traditional liquor seminars, and 1:1 business matching programs are arranged.