Around five years ago, Tim O’Sullivan was on a big night out with some mates while travelling around South Korea.

It didn’t sound life changing at the time, but Tim picked up on a local tradition that led him and his friends to a multi-million dollar business.

For generations, locals have lined their stomachs with Korean pear  juice before a night out to reduce hangover symptoms. When Tim saw this on his trip, he tried it for himself; that’s when Bae Juice was born.

Bae Juice is now a multi-million dollar business, building national distribution and now about to launch into New York City.

Press PLAY to hear more about the local growth of Korea’s favourite hangover cure

Speaking to Jamie Burnett on 6PR Weekends, Tim explains the moment he knew he was onto something, what it was like early days selling Bae Juice door to door, and why the relationships he’s built with local farmers and producers are so important to him.