제주 술의 문화적 원형과 콘텐츠화 전략

Abstract

This paper aimed to identify the value of the traditional Jeju liquor through various historical folklore cultural origins about the alcoholic drinks, and come up with the strategy for the content in the cultural industry by effectively delivering the cultural values of the traditional Jeju liquor to costumers. First, as to the cultural origins of Jeju liquor, Gosorisul and Omegisul were naturally brewed in the agricultural environment in Jeju and Jeju Soju was originated from interference in internal affairs of Jeju by Mongol for about a century. The cultural values of Gangsul, Omijasul, Swindarisul, and Siromisul are the characteristics of Jeju liquor. “Hallasan Heobeoksul”, the spirit made of the natural volcano bedrock water, rice and barley grown in Jeju in succession to the tradition of Gosorisul, is very similar to Awamori (あわもり) in Okinawa, Japan. Therefore, this study intended to identify Awamori cultural records through the history and folklore of Okinawa liquor and discover the success stories of the content in the cultural industry about Awamori through the examples of Higajujo and learn the implications to be used for cultural industrialization of the traditional Jeju liquor such as Heobeuksul. In other words, Okinawa liquor in Japan plays a big role in tourism income in Okinawa not by being obsessed with the tradition but by developing into mild and drinkable premium liquor which is costumed to the taste of modern consumers in succession to tradition. Given that many visitors complain about the absence of premium liquor that represents Jeju, there are many lessons to learn from Awamori in Okinawa. It is necessary to promote the traditional Jeju liquor as a cultural product specialized in the region for many tourists visiting the island beyond its local feature. To that end, it is required to devise the popularization measure for Jeju liquor by establishing various strategies specialized into the content that can represent Jeju including diversification and competition of differentiation of traditional Jeju liquor, connection to regional cultural festivals, establishment of the ordinance of consumption culture of Jeju traditional liquor, liquor museum, liquor theme park and introduction of traditional liquor to in-flight service, operation of consumption quarter policy of traditional liquor and development of well-being “Swindari Gamju”.