As interest in Korean culture increases due to the global popularity of K-pop and K-drama, it has been reported that demand for soju is also rapidly increasing around the world.
In particular, not only the diluted soju commonly found in stores, but also the distilled soju, which has rapidly emerged in Korea, seems to be contributing to the surge in popularity.
On the 6th (local time), Bloomberg News reported, “As the popularity of Korean foods such as kimchi, ‘Korean barbecue,’ and chicken is soaring, a halo effect is also appearing on Korean distilled spirits.”
Hite Jinro, which ranks first in domestic market share, has sold 100 million boxes (9 liters per box) worldwide, with sales of approximately $1.13 billion (approximately KRW 1.5 trillion) in the soju sector as of 2022. It became the first liquor company.
Bloomberg said that thanks to this popularity, interest in ‘distilled soju’ from various liquor companies is increasing beyond diluted soju, and “demand is exploding in famous bars and restaurants around the world.”
Unlike diluted soju, which is made by lowering the alcohol content by adding water to the raw material alcohol, distilled soju is made by distilling the undiluted solution made by fermenting rice, barley, etc. only once. Because of this, it has the advantage of preserving the original scent of the material.
Bloomberg selected ‘Rabbit Soju’ from the United States as one of the distilled sojus that is attracting attention overseas.
A pop-up store opening event for WONSOJU, a premium distilled soju brand launched by singer Jay Park, was held at The Hyundai Seoul in Yeongdeungpo-gu, Seoul on the morning of the 25th. ‘Wonsoju’ is a premium distilled soju made with 100% domestic rice and no additives. Unlike diluted soju, which dilutes alcohol as a raw material and adds sweeteners, it has a clean, smooth taste and flavor through vacuum distillation. It is characterized by 2022.2.25/News 1 Rabbit Soju is a liquor created by American representative Brandon Hill, and has gained enormous popularity, recording an average annual growth rate of 90% over the past seven years since its launch in 2016. Currently, this product is being offered in 7 of the establishments selected as one of the ‘World’s 50 Best Bars’.
Also mentioned as popular soju were ‘Hana Soju 60’, launched by ‘Hana Makgeolli’ in Brooklyn, USA, and ‘Won Soju’, launched by singer Jay Park.
Bloomberg also introduced Hwasim Brewery in Guri, Gyeonggi-do as an emerging brewery worth noting. Hwasim Brewery plans to release zero waste soju in collaboration with ‘Zest’, which ranked 18th in the world’s top 50 bars.
7-Eleven announced on the 24th that it will be the first offline convenience store to sell T?kki Soju, a Korean-style distilled liquor that is very popular in New York, USA. There are two types of products: ‘Rabbit Soju White (375ml, 24,000 won)’ and ‘Rabbit Soju Black (375ml, 36,000 won)’. It is characterized by fermenting traditional liquor made from 100% glutinous rice, distilling it, and commercializing it. There are no sweeteners or additives, so you can feel the clean and fragrant aroma of rice. Rabbit Soju White has an alcohol content of 23 percent, and Rabbit Soju Black has an alcohol content of 40 percent. (Provided by 7-Eleven) 2022.5.24/News 1Regarding the popularity of soju, Alice Jun, co-founder of Hanamakgeolli, said in Brooklyn, “Soju has the depth to compete with various types of alcoholic beverages around the world, including Japanese craft spirits, whiskey, and tequila.”
CEO Hill emphasized, “I hope that the market will grow to the point where soju is no longer considered a Korean alcohol, just as vodka is recognized as a drink consumed everywhere other than Eastern European alcohol.”
Source: Donga
Mark Jones is a world traveler and journalist for News Rebeat. With a curious mind and a love of adventure, Mark brings a unique perspective to the latest global events and provides in-depth and thought-provoking coverage of the world at large.