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' products is also part of this goal. The initiative, which began six years ago, has been spectacularly successful and has more capacity than do those of the company’s competitors. Its relatively high-priced sales method has also provoked a positive response from consumers. Currently, trends in the domestic alcohol-consumption market have become more accessible; the age group of consumers has been lowered, and the distribution channel for alcohol is widening. Efforts have been made to bring Korean traditional alcohol to all consumers, not just the enthusiasts who enjoy the drink. Boksoondoga likewise is looking for a way in which to appeal to consumers who are more luxurious. This includes doing marketing, doing research and development, and upgrading existing products. The project aim with this specialized company is to suggest the possibility, from various points of view, of making the core product a representative one of Korea. However, it could be insufficient in the expansion of the business. There have previously been no quantitative data based on respondents in various fields because of the cottage industry situation. In this study, however, we had to enhance the reliability by using systematic market analysis to test parallel products and the sufficient samples of participants for meaningful results. The participants’ responses reflect their views of the prototypes (stimuli). As a result, the findings are expected to help the company to know what to concentrate on and how to lower its risk of failure during the expansion of the business. They will also increase the stability of the existing business base at the same time. In conclusion, the design outcome of this project involves a new product line based on design and engineering knowledge centering on the brand value that the company pursues, the product market trend, future possibilities, and problem solving. Along with introducing a low-volume beverage bottle that more consumers can access, I introduce a solution involving a new design of the lid part together with a solution to the overflow problem caused by carbonic acid leaks. In comparison with existing products, the patent application is under way to increase the possibility of expansion. I think this will be possible due to contributing to schools, the company, and industry.
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