CreatripTeam

In recent years, the export of Korean 'soju' (a traditional alcoholic beverage similar to vodka) has surpassed $100 million for the second consecutive year. This increase is attributed to the growing global interest in Korean pop culture, such as K-Pop and K-Dramas. While the demand in foreign markets is on the rise, the domestic market in South Korea shows stagnation due to diversification of alcohol preferences, such as wine and whiskey. Major producers like HiteJinro are focusing on overseas markets, with expansions underway, including a new factory in Vietnam. Meanwhile, Lotte Chilsung plans to enhance marketing for soju and other alcoholic beverages abroad. Such efforts align with the global wellness trend, especially promoting zero-sugar variants. This signifies a strategic shift in Korean companies targeting international consumers as local demand for traditional soju faces challenges.