From Heritage Waste to Market Value: Glocal Cultural Entrepreneurship and Circular Innovation in Andong

This case study explores the journey of ‘The Eum,’ a pioneering Korean heritage-based startup dedicated to transforming traditional distilling byproducts into innovative, value-added consumer products. Confronted with the challenge of soju lees—a byproduct of a 700-year-old fermentation tradition often discarded as waste or repurposed as low-quality feed—the founders seized this as an opportunity for sustainable entrepreneurship. By upcycling approximately 70 tons of this nutrient-rich waste each year into high-protein, gluten-free energy bars, The Eum creates significant economic value from cultural byproducts with circular‑economy outcomes reported. This study adopts cultural entrepreneurship as the primary lens and treats glocalization as a boundary condition shaping market entry. It focuses on reframing the meaning of a heritage byproduct and engaging in market-making that legitimizes it as a premium product, while also presenting the outcomes related to circular economy practices. The Eum overcame product development challenges related to spoilage prevention and texture optimization while building a brand that combines cultural tradition with modern wellness trends. Strategic decisions on packaging, costs, distribution, and consumer engagement demonstrate creative solutions and adaptability in market entry. Therefore, this study shows how cultural entrepreneurship under glocalization constraints can convert a heritage byproduct into a legitimate premium offering. This case also illustrates the successful fusion of heritage and innovation.