Sooldamhwa was born with a mission to foster a healthier drinking culture — one focused on meaningful conversation rather than drinking to get drunk.

Its vision for the future is a progression from experience to value, and from value to everyday life — a world where Sooldamhwa becomes a natural part of every gathering. To achieve this, the company operates a 'traditional liquor subscription service' that lets people experience Korean traditional spirits, alongside a curation-based 'traditional liquor e-commerce' platform.