"Drinking Helps Build Intimacy... Excessive Drinking Culture Is a Problem"

8 out of 10 people say, "Drinking with like-minded friends makes me happy"
Younger age groups show high demand for 'home drinking' spaces

Eight out of ten adults perceive alcohol as helping to build intimacy and strengthen relationships. However, there were also many remarks pointing out the tendency to overdrink excessively, emphasizing the need for restraint.

According to the results of the "2024 Alcohol Consumption Survey" conducted on January 16 by Embrain Trend Monitor, a market research specialist company, targeting 1,000 adults aged 19 to 69 nationwide, respondents generally showed a positive attitude toward the functions of drinking and preferred a light drinking culture with close acquaintances.

First, a majority of respondents, 90.4%, evaluated that alcohol improves the atmosphere, and 88.5% said it helps build intimacy, indicating a widespread perception that alcohol effectively breaks down conversational barriers and strengthens relationships.

In fact, common reasons for drinking included the atmosphere of the drinking occasion (37.8%, multiple responses allowed), the pleasant feeling of slight intoxication (36.1%), and getting closer to people (33.6%). Especially among younger age groups, there was a strong tendency to enjoy the drinking occasion itself.

However, at the same time, there were many criticisms that Korean drinking culture tends to involve excessive drinking (83.4%) and that alcohol should be restrained as much as possible (61.0%), confirming the coexistence of attitudes that enjoy drinking occasions while emphasizing concerns about overdrinking and the need for moderation.

These concerns seem to be bringing changes to drinking culture as well. A significant number of respondents said that nowadays, spending time sharing a drink with like-minded people feels happy (84.9%) and that having sincere conversations during drinking occasions is enjoyable (83.4%), showing a strong tendency to prefer a drinking culture that is quietly enjoyed with loved ones.

In particular, younger age groups showed a more distinct response in wanting to create a good space for 'home drinking' (20s 51.5%, 30s 52.5%, 40s 46.0%, 50s 40.5%, 60s 28.5%) compared to other age groups, suggesting an increasing movement among these generations to enjoy a more personalized drinking culture away from external drinking occasions.

As for preferred types of alcohol, beer ranked highest at 73.4% (multiple responses allowed), followed by regular diluted soju (55.3%), cocktails (31.7%), and Makgeolli·Dongdongju (30.5%). Overall, the preference was attributed to these drinks being light and easy to enjoy, reaffirming a trend toward a drinking culture that can be enjoyed pleasantly without burden.