Actress Kim Hee-sun is entering the wine market with a big-name tie-up with world-famous winemaker Joe Wagner, scion of what industry insiders have referred to as the "430 billion won ($315 million) myth."

Industry officials announced Monday that Kim will launch a wine called Belle Glos Ballad in September at Lotte Department Store.

The Pinot Noir, produced from Santa Barbara, California, was developed in collaboration with food-and-beverage firm FG and importer Kumyang International.

The partnership is attracting attention due to Wagner's track record. He had earlier sold his Meiomi wine brand for around ₩430 billion, or $315 million, and is currently in charge of nine brands under his Coppercane Wines & Provisions.

Packaging design was done by New York artist Mariatt, and Kim participated in both modeling and planning phases, contributing her own suggestions to the product identity.

Industry analysts point out Kim's reputation as a widely admired wine lover within the entertainment industry lends credibility to the business. FG CEO Lee Kyung-won was keen to stress the larger ambitions of the project.

Opening with the company's view, Lee stated, "Starting with this wine collaboration with Kim Hee-sun, we will expand our liquor lineup tailored to the lifestyles of each celebrity. FG will pioneer a premium liquor culture representing Korea on the global stage."

Kim's partnership with Wagner is not only being framed as a product rollout but also as an attempt to raise the image of Korea on the international wine stage.

Analysts describe the partnership as one that could solidify the country's positioning in the luxury drink market by bringing Wagner's international know-how together with Kim's celebrity appeal locally.

Wagner's winemaker image and Kim's fame in fashion and entertainment will assuredly attract considerable consumer interest.

Early releases announcing the promotion have emphasized the hands-on role of both partners in producing the wine rather than a straightforward endorsement.

The market for wine in Korea has been growing explosively in recent years, and premium brands have fared particularly well among young consumers seeking lifestyle purchases.

Kim's project comes at a time when Korean distributors are clamoring to get on board with celebrity branding strategies, essentially making a hybrid space of commerce and culture.

Release of Belle Glos Ballad is scheduled for September, with distribution first focused in Korea's department store market before going global.