Chat with the Founder: Youngwon Lee on Building Dokkaebier

Hi, I’m Youngwon Lee, founder and CEO of Dokkaebier, an Asian-inspired craft beer brand. I started brainstorming the concept in 2019 and officially launched the brewery in February 2020.

I was born and raised in Korea but lived in several places growing up — Guam, New Jersey, and eventually California, where I attended UC Berkeley. Life took me back and forth between countries, giving me the courage to adapt and thrive in new environments.

During high school, I tutored a U.S.-based CEO in Korean, and that led to a part-time job in his restaurant. Fast forward to 2008, I was running my own wine import and distribution company, building a portfolio that included wine, vodka, tequila, champagne, and more. By 2014, I started building a brewery in Korea.

Although I faced setbacks — including losing everything I had built — these challenges prepared me for the next chapter: starting Dokkaebier in 2019.

When I attended beer festivals, I often noticed I was the only Asian person pouring beer. Even in California’s diverse craft beer scene, representation among brewers was limited. That inspired me to create a brand that was distinctly Korean and proudly Asian, while standing out in the competitive craft beer industry.

I wanted our products to reflect authenticity. Being Korean-American, I saw an opportunity to celebrate my heritage through flavors, ingredients, and brand identity.

The name came from a suggestion by my wife. Dokkaebis are mythical creatures in Korean folklore — mischievous, energetic, shape-shifters who love to eat, drink, and socialize.

We loved the idea of infusing this spirit into our brewery. Since we didn’t have our own brewery when we started, we moved between different breweries to experiment with ingredients and recipes. Naming the brand Dokkaebier — with “bier” nodding to German brewing tradition — felt like the perfect combination of Korean culture, creativity, and craft beer heritage.

Starting a business is not easy. There are ups and downs, and unless you truly love what you do, it can be very difficult and even painful. My advice:

• Have a clear mission: Know why you’re doing it and what drives you.
  
• Be passionate but realistic: Passion alone isn’t enough; you need to evaluate the market and your audience.
  
• Embrace challenges: Every setback is an opportunity to learn and grow.
  

For me, building Dokkaebier started as fun — like playing a role-playing game, leveling up as the company grew. Over time, I realized I genuinely love it: creating a product, seeing people enjoy it, and sharing a taste of Korean-inspired craft beer with the world.

Passion, creativity, and authenticity are at the heart of Dokkaebier. If you’re curious about our journey, our flavors, or what it’s like to build a startup brewery as a Korean-American founder, stay tuned — there’s much more behind the scenes to explore.

Cheers to embracing challenges, trying new things, and celebrating craft beer that tells a story. 🍻