In Seoul neighborhoods like Yeonnam, Seongsu and Hongdae, 20s–30s customers are choosing non-alcoholic beverages for taste, food pairing and brand stories rather than for abstinence. Specialty shops and non-alcohol bars stock premium non-alcoholic sparkling wine, alcohol-free gin and sparkling teas, and report many patrons opting for a drink-free night. South Korea’s no- and low-alcohol market is rapidly expanding: non-alcohol beer sales at GS25 jumped 86.1% year-on-year in Jan–May, and market research projects growth from 70.4 billion KRW in 2025 to 94.6 billion KRW in 2027. With one in four Seoul residents reportedly abstaining from alcohol and wellness culture rising, beverage makers are shifting marketing away from traditional mixed-drink customs like so-maek (mix of soju and beer). The industry expects continued expansion of the non-alcohol sector.
