White Wine Craze Among Young Koreans: Cheap, Instagrammable, and Led by Celebrities
Creatrip Team
4 months ago
White wine sales are surging in South Korea, driven by younger consumers who find it lighter, more “instagrammable” (suitable for Instagram posts) and easier to pair with casual meals. Imports of white wine rose sharply in 2024, while red wine imports declined. Retailers and distributors are responding with low- and mid-priced options endorsed or shown by influencers and celebrities like Jennie (Blackpink) and Kang Min-kyung. One notable example is Kim’s Club’s direct-import Sicilian Grillo—sold at just 5,990 won—made possible by skipping private labels and selling the original local bottles. The retailer’s affordable “everyone’s wine” series has sold over 1.4 million bottles through October, showing strong demand for entry-level wines comparable in price to a beer can and appealing to MZ-generation tastes.
