{
  "id": 18468635,
  "title": "Inside look at 4-year mission behind Captain Q's unexpected resurgence",
  "url": "https://urgent.news/2026/11/06/inside-look-at-4-year-mission-behind-captain-qs-unexpected-resurgence-18468635",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-11-06T08:32:02.000Z",
  "source": {
    "name": "The Korea Times",
    "slug": "the-korea-times",
    "url": "https://www.koreatimes.co.kr/southkorea/20261106/inside-look-at-4-year-mission-behind-captain-qs-unexpected-resurgence"
  },
  "original_language": "en",
  "account": "Behind the unexpected resurgence of Captain Q, one man embarked on a four-year mission to reinvent the brand. The goal was to make the inexpensive rum-based spirit appealing to younger consumers, overcoming its past reputation for causing severe hangovers. Priced at under 10,000 won ($7.20), Captain Q recently reappeared on the market thanks to a viral advertising campaign starring comedian Lee Sun-min, which paid tribute to 1980s commercials. A limited-edition release of 12,000 sets sold out within a day of its arrival. Even its Scottish supplier of the rum base expressed surprise, commenting, \"Korea is such a dynamic market.\" Captain Q's revival had been in preparation for the past four years, with Lotte Chilsung Beverage's spirits manager Kim Dong-jun finally relieved that his efforts paid off. On Tuesday, at the company's headquarters in Seoul's Songpa District, Kim appeared relieved.",
  "summary": "Behind the unexpected resurgence of Captain Q, which returned to the liquor market after an 11-year hiatus, was one man's four-year mission to reinvent the brand. His goal was to make the inexpensive rum-based spirit — once notorious for hangovers so severe that drinkers joked it took two days to recover — appealing to younger consumers without the baggage of its past. Priced at less than 10,000…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}