In Korea, tequila is often seen as a cheap party shot. But Don Julio 1942 is rooted in POR AMOR (For Love), a Mexican philosophy of creating with love. Frieze Seoul offered a chance to introduce this belief to Korea’s premium spirits market, but we needed to give it a local meaning.

We began with a simple truth: At the heart of art is love. Artist couple Sora Choi and Kove Lee had captured years of their relationship in hundreds of Polaroids. Instead of commissioning art about love, we exhibited what love had already created.

POR AMOR, POR SEOUL turned their private archive into a three-floor exhibition during Frieze Seoul, featuring art, tequila tastings, and a Don Julio 1942 rooftop experience. The celebration spread across the city through 20 partner bars and #WhatsYourPorAmor.

Through a real love story from Seoul, we gave Don Julio’s Mexican philosophy a distinctly local expression.