>> k-pop turned hip-hop superstar jay park, the first celebrity to launch his own brand of soju with the guidance of a master brewer. >> what is the driving force behind starting a soju brand? why is it important to you? >> when i was signed to rock nation as the first asian artist i wanted to bring something unique to korea. i didn't want to come out to be something i'm not. i wanted to try to bring something to the culture that was different. >> sure. world famous multi-platinum korean hip-hop producer jay park has been at the forefront of the k-pop movement for over a decade. >> so i came out with a song called "soju." >> i heard it. it is great. >> thank you. i appreciate it. also, it felt natural for me to do soju instead of a whiskey or vodka. >> they want you to be an ambassador for the culture? >> yes, and alcohol and music, it is like everybody in the world can relate. >> that's correct. >> you know, here we are, korea