Andong Soju Targets Japanese Market... Lee Sang-hak, Deputy Mayor of Andong, 'Knocks' on Kyushu, the Birthplace of Japanese Sake

Andong Soju has embarked on pioneering the Japanese market.

Lee Sang-hak, Vice Mayor of Andong City, along with officials from Gyeongbuk Province and representatives from seven Andong Soju production companies, visited the Kyushu region of Japan for five days from the 22nd to the 26th to promote Andong Soju, observe trends in the Japanese liquor industry, and conduct benchmarking.

Lee Sang-hak, Deputy Mayor of Andong (second from the left in the photo), and his party are visiting the Kyushu region of Japan to hold a promotional event for Andong Soju.

The Kyushu region visited by the vice mayor's delegation is home to about 380 distilleries producing distilled soju using local sweet potatoes, barley, and rice. This area is known as the birthplace of Japanese soju, accounting for 90% of Japan's soju production.

Recently, Japanese whiskey and sake exports reached 139.2 billion yen in 2022 alone, growing 21.4% compared to the previous year, establishing themselves as key export items in Japan's agricultural and food sector.

On the first day of their visit to Japan, the 22nd, Vice Mayor Lee and his delegation conducted activities such as Andong Soju tasting and promotional events, as well as inspections of the liquor market, aiming to develop the Japanese market, which has been a barren ground for Andong Soju exports.

At Hotel Wing International Select, the ‘Andong Soju in FUKUOKA Tasting Promotion Event’ was held. Local participants were recruited on a first-come, first-served basis to showcase Andong Soju and explore the potential for entering the Japanese market. Tastings were conducted for folk liquor Andong Soju, Master Andong Soju, Andong Soju Ilpum, Allso Andong Soju, Hoegok Andong Soju, Jinmaek Soju, and Ilyeop Pyeonju, and a travel seminar themed around Andong Soju was also held.

Participants who tasted the soju that day reportedly responded positively to its subtle aroma and smooth, mild flavor. Some expressed a desire to visit Andong Soju distilleries if given the opportunity.

Lee Sang-hak, Vice Mayor of Andong City, emphasized, “The most Korean thing has the potential to be the most global,” adding, “We will intensify promotional activities such as increasing brand awareness, supporting consultations with overseas buyers, and participating in liquor expos to elevate Andong Soju, the mainstream of Korea’s distilled traditional liquor, to the ranks of world-renowned spirits.”

Starting from the 24th, Vice Mayor Lee and the visiting delegation will visit seven distilleries, including Satsuma Muso Co., Ltd., to benchmark the global growth know-how of Japanese liquors, industry development strategies, and distillery operation techniques in earnest, aiming for the globalization and premiumization of Andong Soju.