The hit song “APT.” by ROSÉ and Bruno Mars has raised interest in somaek (soju mixed with maekju [beer]). (Photo courtesy of Shutterstock)

The Somaek Pocha pop-up store at Lotte Duty Free’s showroom in Myeong-dong, Seoul, in September (Photos courtesy of Lotte Chilsung Beverage Co., Ltd.)

These days, the expansion of Korea’s cultural influence is being driven by more than just K-pop and K-dramas. Korean drinks have recently come into the global limelight as well thanks to the hit song “APT.” by Rosé and Bruno Mars. Inspired by a Korean drinking game, this collaboration has boosted international sales of soju and other types of locally made alcohol.

While alcohol consumption has often been associated with overdrinking, both in Korea and globally, attitudes are shifting toward a more mindful approach. Today, an increasing number of consumers are drinking to enjoy sophisticated flavors rather than simply become intoxicated. This has created an opportunity to showcase the craftsmanship and cultural heritage of K-alcohol. At the same time, the industry is managing both to innovate and maintain cultural authenticity.

Boksoondoga’s makgeolli is made with locally grown rice and traditional nuruk (fermentation starter). It’s gained popularity thanks to the refreshing, champagne-like effect of the natural carbonation that occurs during the brewing process. (Photos courtesy of Boksoondoga)

Take makgeolli, for instance. This traditional unrefined rice wine was once viewed as a humble drink for older Koreans, but it’s undergone an elegant transformation and found a new identity through creative flavor infusions and brand collaborations. It now graces trendy bars worldwide thanks to its creamy texture and blend of sweetness and tartness.

Soju remains Korea’s signature spirit, but premium varieties are elevating its status. Artisanal distillers are crafting sophisticated versions using natural ingredients and refined production methods, appealing to discerning consumers. Presented with elegant packaging, these premium bottles have become coveted gifts and must-haves at celebrations.

Various types of soju for sale in Japan (Photo courtesy of Shutterstock)

Innovation in flavored soju continues to drive market growth, with offerings ranging from fruity varieties to exciting limited-edition releases. This creativity has helped soju find new fans abroad and serve as an accessible introduction to Korean drinking culture.

The Korean interpretation of the highball cocktail has become a phenomenon in its own right. Featuring fresh lemon slices, this refreshing drink complements Korean cuisine perfectly while appealing to younger consumers who prefer milder drinking experiences at social gatherings.

A canned lemon highball cocktail containing real lemon slices (Photos courtesy of Brewguru)

The emergence of Korean whiskey demonstrates the industry’s evolution. Made in accordance with international standards but using local ingredients and techniques, Korean whiskey has a distinctive taste profile and is gaining recognition among connoisseurs worldwide.

Korean alcohol’s international success is about more than just product quality. Strategic marketing campaigns and collaborations are emphasizing both cultural heritage and modern appeal. Social media influencers showcasing Korean drinks have accelerated their integration into the broader Hallyu (Korean Wave) movement, establishing these beverages in the American, Japanese and European markets.

A traditional Korean alcohol tasting event at Sohwadang in Korea House (Photo courtesy of the Korea Heritage Agency)

The broader global embrace of Korean alcoholic beverages reflects broader changes in drinking culture: a preference for moderation, creativity and quality. Whether enjoying premium soju or discovering innovative makgeolli cocktails, consumers worldwide are embracing Korean beverages for their unique blend of tradition and contemporary style.

The future of Korean alcohol appears bright as global tastes continue to evolve. More than just a passing trend, Korean drinks have secured their place in the international beverage landscape. Each bottle tells a story, bridging centuries of tradition with modern innovation and enticing people worldwide to experience Korea’s rich drinking culture.