Eden Vodka Rises as a Premium Lunar New Year Spirit

Tsagaan Sar, Mongolia's Lunar New Year, marks the end of a harsh winter and the arrival of spring. More than a holiday, it is the country's most significant celebration, honoring elders, lineage, and long-held traditions. Festive tables filled with ul boov, uuts, buuz, aaruul, and tsagaan idee reflect Mongolia's cultural identity, with the traditional liquor sarhad at the center of the ceremony.

In recent years, Mongolia's premium vodka Eden has drawn attention as a distinctive holiday spirit. Launched in 2016 by APU JSC, a company founded in 1924 that has led Mongolia's food industry for over a century, the brand combines heritage, quality, and a modern sensibility. Following a rebranding in collaboration with the Paris-based agency Appartement 103, Eden was reintroduced with a refined minimalist design and is now available in Korea through GS25 and the Wine25+ app.

Eden is recognized for honoring Mongolian traditions while embracing contemporary aesthetic values. As the Lunar New Year holiday approaches, it presents a compelling option for those seeking a meaningful and distinctive spirit. This content is intended for consumers of legal drinking age, 19 and older. Excessive drinking is harmful to health.