Jack Daniel's Presents: Why Koreans eat jeon during Lunar New Year—and what it means

Jack Daniel's
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For chef and culinary content creator Kevin Lee, Lunar New Year has always been about food, family, and tradition. And at the center of it all? Jeon—crispy, golden-brown Korean pancakes that bring everyone together.

Lee’s culinary journey started in an unexpected place—a hospitality management class in Las Vegas, where he first discovered his passion for cooking. That passion led him to spend five years as a sushi chef before training at Michelin-starred restaurants like Marea and Daniel in New York City. Over the years, he’s gained national recognition for his modern approach to Korean cuisine, appearing on Food Network shows like "Beat Bobby Flay," "Tournament of Champions," and "Alex vs. America."

Now, he’s applying that expertise to elevate classic dishes for home cooks, blending tradition with innovation.

“It’s one of those dishes that brings everyone together,” Lee said, recalling memories of making jeon in the kitchen with his mom and aunts. “When I think of jeon, it brings me back to the good old times—celebrating the holidays and watching my grandma cook in the kitchen.”

Trending on NextShark: Jack Daniel's Presents: Why Koreans eat jeon during Lunar New Year—and what it means

Jeon: A Lunar New Year Dish With Royal Origins

Jeon (전) isn’t just any Korean dish—it has a deep history dating back to the Joseon Dynasty (1392–1910), where it was considered a royal delicacy and a highlight of grand banquets. Over time, it became a staple of Korean celebrations, especially during Lunar New Year (Seollal) and Chuseok (Korean Thanksgiving), when families gather to cook and share these crispy, savory pancakes.

Made by coating meat, seafood, or vegetables in flour and egg wash, then pan-frying them until golden brown, jeon is a versatile comfort food that can be enjoyed as a side dish, appetizer, or even a main course.

Some of the most popular types of jeon include:

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  • Pajeon (파전) – Green onion pancake with a crispy, savory bite

  • Kimchi-jeon (김치전) – Spicy, tangy kimchi pancake with a rich umami kick

  • Haemul-jeon (해물전) – Seafood pancake loaded with shrimp, squid, and clams

  • Gamja-jeon (감자전) – Crispy potato pancake, a favorite in Korea’s Gangwon Province

Each variety brings layers of flavor and texture, making jeon easy to adapt, elevate, and pair with other ingredients—including whiskey.

Why a Michelin-Trained Chef Is Pairing Jeon With Whiskey

Lunar New Year feasts are often paired with soju, sake, or beer, but Lee wanted to take things in a new direction.

“As a chef, I’m always thinking about ways to balance and enhance flavors,” Lee explains. “This dish is enhanced when paired with Jack Daniel’s Single Barrel whiskey—the rich, well-balanced hints of fruit and spice perfectly complement the taste of jeon.”

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So why does whiskey work with jeon? It’s all about balance.

  • Aroma: Robust and complex, with caramel, toasted oak, and subtle fruit

  • Taste: Rich, toasted oak and barrel spice with hints of cherry, nutmeg, and clove

  • Finish: Warm and lingering, making each bite of crispy, umami-packed jeon even more satisfying

The savory and crispy texture of jeon meets the smooth, layered notes of Jack Daniel’s Single Barrel, bringing depth and warmth to every bite. Whether you’re eating seafood, beef, or vegetable-filled jeon, the whiskey’s complex profile enhances each variation.

“For me, it’s about elevating flavors,” Lee says. “And when you pair jeon with something as rich and complex as Jack Daniel’s Single Barrel, it creates a whole new experience.”

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A Perfect Pairing of Cultures

JDSB’s Taste of Home campaign celebrates the traditions, flavors, and moments that bring people together during Lunar New Year. By partnering with Kevin Lee—who trained at Michelin-starred restaurants like Marea and Daniel—JDSB brings a modern, elevated twist to a beloved holiday dish.

JDSB has been celebrating Lunar New Year every year to create a cultural connection with the Asian American community, embracing the blend of classic traditions with new, premium experiences.

Jeon and Jack Daniel’s Single Barrel: two unique cultures, one perfect pairing.

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Try It Yourself This Lunar New Year

Want to bring this experience to your table? Kevin Lee’s special jeon recipe will be available soon.

Until then, here’s how you can enjoy this pairing at home:

  • Step 1: Make jeon (or grab some from your favorite Korean spot).

  • Step 2: Pour a glass of Jack Daniel’s Single Barrel Select (neat or on the rocks).

  • Step 3: Experience the balance of flavors.

“So here’s to new beginnings, cherished traditions, and the taste of home this Lunar New Year,” Lee says. “Geonbae!” 🍻

🎉 Happy Lunar New Year!

This post was made by NextShark for Jack Daniels.

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