Young Japanese Take to Korean Soju

  • By Sung Ho-chul

    August 09, 2022 12:43

    Mellow Korean tipple soju has become hugely popular among Japanese consumers in their 20s and 30s. 
    A staffer at Hite Jinro said that sales in Japan have surged more than 10 times compared to 2018 and 2019. Japan's top three convenience stores 7-Eleven, Family Mart and Lawson are all featuring Korean soju on their stalls.  
    Good Day, a soju produced by Muhak, saw sales in Japan rise from 1.2 million bottles in 2019 to 4 million last year. Fruit-flavored and low-alcohol versions are selling particularly well. 
    Japan's Asahi Shimbun reported, "Japan-Korea relations have sunk to a record low, but young Japanese, who are less interested in politics, are drinking Korean soju." 
    The popularity is mainly due to new resurgence of Korean dramas among young Japanese in the coronavirus pandemic, which inspire a lot of imitation including drink culture.
    Hite Jinro has been stepping up marketing via social media such as YouTube that appeal to a younger demographic.   
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