Gochujang In A Cocktail? This Cheongdam Bar Is Winning Over Foreign Tourists

Alice Cheongdam is putting a creative spin on Seoul's cocktail scene. Ranked No. 13 on this year's Asia's 50 Best Bars list, the bar has earned a spot in the ranking for 11 consecutive years, thanks to its inventive drinks and distinctive approach to hospitality.

Opened in 2015, Alice Cheongdam takes inspiration from "Alice in Wonderland," offering guests an escape from everyday life. CEO Kim Yong-joo built the bar around the idea that a great cocktail should come with an equally memorable experience, combining creative presentation with warm, attentive service.

One of the bar's biggest strengths is its use of Korean ingredients. Its latest menu draws inspiration from traditional fermentation jars, reimagining familiar flavors in unexpected ways.

The cocktail “Okey Dokey,” for example, combines soju with a creamy, risotto-inspired texture and jelly made with ingredients such as ssamjang, doenjang and seolleongtang. To balance gochujang's rich aftertaste, the team even worked with a master craftsman to develop a strawberry-infused version of the fermented chili paste.

Behind the elaborate drinks is a carefully organized system that allows bartenders to maintain consistent quality, even during busy hours. Kim developed the approach after drawing inspiration from the coordinated stations of a professional Chinese kitchen.

New staff also receive detailed training in both cocktail preparation and hospitality, reflecting his belief that a memorable bar experience goes beyond what's in the glass.

Today, international visitors make up around 70% of Alice Cheongdam's weekend guests, according to Kim. But he hopes the bar will be more than a tourist destination. He envisions it as an everyday space where people can unwind, connect and create lasting memories.

Kim is also preparing a "Bio Lab Project" in Seongsu, where research into traditional Korean fermentation techniques will inspire new recipes. As Korean bars gain international recognition, he hopes the industry will continue to value the people behind the counter and the role bars play in everyday life.