[IT Donga x Ulsan City x Design-Driven Manufacturing Innovation Center] The Korea Institute of Design Promotion has established the 'Ulsan Design-Driven Manufacturing Innovation Center' at the University of Ulsan. It aims to enhance the design competitiveness of promising SMEs and startups. IT Donga introduces companies selected for the 'Ulsan Design-Driven Manufacturing Innovation Project' and supports their scale-up.

At one time, the Korean beer market was dominated by lagers produced by large corporations. However, the government's deregulation and revision of the Liquor Tax Act in the early 2000s became a catalyst that changed the market dynamics. By 2019, regulations on production facilities for small-scale beer businesses and entry into distribution were also relaxed. Following this wave of change, consumers finally got to taste a variety of beers.

The era when uniform-tasting beers dominated is over. Consumers are now seeking beers with diverse tastes and aromas that suit their preferences. As the domestic drinking culture shifts from merely drinking to enjoying, and from intoxication to finding value, the craft beer market has rapidly grown with individuality and quality as its weapons.



Amidst this trend, a company based in Ulsan has quietly been brewing beer for 23 years, drawing attention. Founded in 2003, Beerport Brewery started as a small-scale brewery and has expanded to offer 18 different beers in the market. It is also running the Trevier Brewery Project for beer distribution. In 2025, with support from the Ulsan Design-Driven Manufacturing Innovation Center, it embarked on design innovation for a new leap forward. To hear about Beerport Brewery's history and future growth plans, an interview was conducted with CEO Oh Se-young.

The brewing business started out of curiosity, now with a '23-year history'

"I didn't start with grand plans. In the early 2000s, while traveling abroad, I envied the many breweries with unique characteristics in each region. I wondered why it couldn't be the same in Korea. Just as the Liquor Tax Act was amended, allowing the establishment of small breweries, I decided to take on the challenge of brewing beer that captures the excitement and joy of our people, despite some fears."

In 2003, the brewpub 'Trevie Brewery' opened in Samseon-dong, Nam-gu, Ulsan, marking the first chapter of its 23-year history. However, the pioneering path was arduous. From securing funds to operating facilities, developing recipes, and sales, everything was like heading into the unknown. CEO Oh Se-young shared the initial challenges of the business, saying, "Solving everything one by one was like homework."



Beerport Brewery, lacking technical know-how, chose to adhere to the basics. It invited a brewmaster from Germany, known as the home of beer, to establish recipes and a beer brewing system. German beer emphasizes the 'Beer Purity Law,' which uses only four ingredients: water, malt, yeast, and hops. CEO Oh Se-young boldly adopted the German beer brewing system, not to mimic German beer, but to ensure uncompromising quality.

This decision became an asset that deeply rooted Beerport Brewery as a representative beer brand in Ulsan. CEO Oh Se-young said, "The German beer brewing system sometimes felt like it was constraining us. But looking back, I realized that this foundation became a solid base for going further."

On this solid foundation, Beerport Brewery began to boldly express creativity. Starting with three German styles, the beer lineup has now expanded to 18, encompassing American, British, and Belgian styles.

Leading the innovation in consumption culture with 'joy in drinking'

Beerport Brewery prioritized quality as its core value. While mass sales are advantageous for revenue, the philosophy was to create a culture where consumers enjoy drinking. CEO Oh Se-young stated, "People need to relieve stress, and beer is a means to help with that. If the space is enjoyable, the drinks naturally follow."

This philosophy is reflected in production and operations, focusing on creating a valuable drink rather than just a consumable beverage. This is why as much effort is put into food development as beer development.

CEO Oh Se-young recommends Beerport Brewery's signature dish, Bread Fondue. Developed based on the idea that beer originates from liquid bread, it adapts the Swiss dish of dipping bread in cheese sauce to the domestic environment, offering both the fun of dipping and visual enjoyment.



The German pork dish Schweinshaxe is also popular. Made from the pig's leg, it undergoes a separate smoking process to add a Korean image. A smoked beer that pairs well with Schweinshaxe was also developed. The nurungji-infused chicken dish is popular among customers who prefer Korean cuisine. CEO Oh Se-young emphasized that heavy drinks pair well with light foods and vice versa, allowing enjoyment of both the beer's original taste and the food.



Beerport Brewery also sought differentiation in its beer ordering method. Unlike typical bars where drinks are ordered by the glass or bottle, or in pitchers (large quantities), Beerport Brewery introduced a system where customers pay for the amount poured, similar to a gas station. This system, where customers pay for what they drink, has been positively received among young customers who pursue rational consumption.

This system began when a machine encountered at a liquor expo was introduced to the store. Despite the high initial installation cost raising franchise startup costs, CEO Oh Se-young explained that it was boldly adopted to align with rational consumption culture.

Attempting image innovation through design: 'Shedding old clothes, becoming a hip artisan'

The 23-year history is both a source of pride and a burden. After internal discussions, Beerport Brewery decided to rebuild its brand image to appeal to the younger generation. CEO Oh Se-young said, "After 23 years of operation, the company has aged. Beer should always have a fresh and lively image, but we wondered if we were staying the same. So, we decided to attempt an image transformation."

The image transformation was not easy due to a lack of experience in design and marketing. The breakthrough for this concern was found in the 'Ulsan Design-Driven Manufacturing Innovation Center' design support project. Through the support project, Beerport Brewery received systematic education on design and marketing while seeking image change. CEO Oh Se-young said, "I thought it was just about changing the design, but it was a process of learning the concept of design itself. It wasn't easy to balance with personal work, but it was an opportunity to open our eyes to design and marketing."



Beerport Brewery selected 'GrafiDesign,' a design specialist company, as its rebranding partner. The experience of collaborating with the beer industry was the reason for the selection. Although the market approaches of craft beer and large corporation beer differ, there was great expectation that GrafiDesign would reflect Beerport Brewery's philosophy well, given its basic sense and knowledge.

Through multiple discussions with GrafiDesign, the collaboration proceeded smoothly, and a character embodying an artisan was chosen as the final design. Since Ulsan is an industrial city, it was expressed in a friendly manner while incorporating the craftsmanship of manufacturing. However, perhaps due to the bold design, the new design raised concerns among Beerport Brewery's internal staff.

CEO Oh Se-young said, "GrafiDesign explained that they had many discussions to match the perspectives of young employees. They emphasized that boldness is necessary for change. I saw confidence in their words. So, we trusted the experts and boldly embraced the change. In fact, there were many concerns about whether it was okay to change so drastically and whether it would damage the image. Some still find it difficult to accept the new design, but we are actively persuading them."

Aiming to become an icon representing Ulsan like Sung Sim Dang

Beerport Brewery's long-standing philosophy and brewing capabilities lead to achievements. First, the Imperial Stout won the grand prize in the Craft Ale category at the 2025 Korea Liquor Awards, recognizing its excellence. Including five consecutive grand prize wins since 2019, this marks the sixth award. Unlike typical dark beers, the Imperial Stout is characterized by its rich and full-bodied taste. CEO Oh Se-young explained that it is a style to be savored slowly, like whiskey, with a rich flavor comparable to espresso.

The operation of Trevier franchises is also progressing smoothly. As of 2025, it is expanding nationwide, centered around eight locations in Ulsan, including Gyeongju, Daegu, and Chuncheon. Plans are also underway to expand the beer distribution business nationwide beyond the Ulsan region.



Beerport Brewery's goal is to establish itself as a local brand representing Ulsan. CEO Oh Se-young's dream is to grow into a company representing the region, like Daejeon's Sung Sim Dang, even if it takes time. The plan is to pursue overseas expansion after firmly establishing its domestic presence. CEO Oh Se-young said, "If we reach a level where we represent the region, we will naturally gain recognition within Korea. I believe it won't be too late to expand overseas then."

Efforts to grow alongside the Ulsan region are ongoing. A 'Korean Rice Lager' was developed using rice produced in Eonyang, where the brewery is located, and seasonal limited beers are released using local specialties like pears, actively seeking ways to coexist with the region. While currently using ingredients optimized for beer brewing, the plan is to continue developing beers using local agricultural products.

They are also proactive in developing tourism products. Utilizing the proximity of the Bangudae Petroglyphs to the brewery, a tourism product linked with brewery tours has been developed. Beerport Brewery aims to create a beer village in the long term. It is expected to contribute to creating a new city narrative that blends craft, culture, and tourism, beyond Ulsan's image represented by the automobile and shipbuilding industries.

IT Donga Reporter Kang Hyung-seok (redbk@itdonga.com)

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