Chum-Churum

Lotte Liquor

Founded	1926
Headquarters	Sincheon-dong, Songpa-gu, Seoul, South Korea
Key people	Lee jae-hyeok, President
Products	soju wine whiskey
Website	[1]

Lotte Liquor (hangul:롯데, Korean pronunciation: [tɕilo]) is a distiller in South Korea, founded in 1926. It is the world's second leading producer of soju, for producing creative product recently. It also manufactures a variety of other alcoholic beverages including red wine and whiskey.

Lotte soju is known by the brand name Chumchurum (hangul: 처음처럼).Chumchurum means "like the first time"(pure) in Korean. The symbol represents the name very well. The company added pictures of a Korean magpie and a bud. Korean magpie is known as a bird, who is bringing good news and bud refers to meaning of "new" and "beginning".

Chumchurum is becoming popular to mostly women because its softer than other alcohol. Chumchurum contains 19.5% of alcohol and its made of alcali water, which makes soju become more distinct. Because of this, the company explained that before drink this soju, it makes the soju taste better if you shake it well like in the commercial.

Chumchurum is advertised by Korean famous singer Lee Hyori.

The company's current president is Jae Hyeok Lee.^{[citation needed]}