Manager who wanted to go for a second round feels awkward after being told "One drink in the first round is enough" [Cheongchun Report]

The Trend of 'Sober Life' for Light Drinking
Global Shift Away from Heavy Drinking
Non-Alcoholic Trend Spreads at Famous Festivals Worldwide

Recently, among Generation Z (born from the mid-1990s to the late 2000s), the 'Sober Life' culture, which emphasizes enjoying alcohol lightly rather than excessive drinking, is spreading. The term Sober Life is a newly coined word derived from the English word 'sober,' meaning 'not intoxicated,' and it differs somewhat from simply abstaining from alcohol. It refers to minimizing alcohol intake and enjoying a small amount of alcohol with an appropriate alcohol content that suits oneself. This represents a shift away from the past culture of excessive drinking characterized by 'drink until you drop' to a more moderate way of enjoying alcohol.

'Sober Life' Established as a New Drinking Culture

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Recently, the culture of heavy drinking is disappearing, especially among Generation Z. According to a survey conducted by Jinhaksa Catch on 1,801 Gen Z individuals on the 29th of last month regarding drinking frequency, 31% responded that they 'do not drink at all,' which was the highest. This was followed by 25% who said they 'rarely drink,' and 23% who said they drink '1 to 2 times a month.' Those who responded that they drink 'more than once a week' accounted for 21%.

Additionally, even when they do drink, they tend to stop once they feel slightly tipsy or remain fully conscious. Regarding the degree of drinking, 41% answered that they usually drink to a 'normal' level (intoxicated but fully conscious), which was the highest, followed by 34% who said 'a little' (slightly tipsy). Next, 19% said 'very little' (not intoxicated at all), and only 6% responded that they drink 'a lot' (to the point of memory loss).

In the past, it was common to drink excessively with a 'drink until you drop' attitude or to be pressured to drink at company gatherings. However, now the 'Sober Life,' which aims to enjoy alcohol moderately while maintaining health, has become a new drinking culture. Yoon, a 29-year-old office worker, said, "These days, company gatherings tend to be short and intense," adding, "Even if you don't drink at a gathering, no one forces you to. Nowadays, people who pressure others to drink are seen as outdated or 'kkondae' (old-fashioned authoritarian)."

This phenomenon appears to be influenced by the 'Healthy Pleasure' trend, which pursues health and enjoyment simultaneously. The surge in popularity of zero-sugar and non-alcoholic beverages is a similar context. According to market research firm Euromonitor, domestic sales of non-alcoholic beer are expected to exceed 60 billion KRW this year. Sales of non-alcoholic beer have steadily increased since first surpassing 10 billion KRW in 2016, reaching 23.6 billion KRW in 2020 and 59 billion KRW in 2023.

Moreover, the reduction in gatherings with acquaintances and company dinners due to COVID-19 and the spread of drinking alone at home or 'home drinking' culture have also contributed to this trend. The alcoholic beverage market, originally dominated by soju and beer, has diversified to meet various consumer preferences after COVID-19. Just as whiskey and wine, once considered premium liquors, have become easily available at convenience stores and large supermarkets, consumers have formed a new drinking culture.

Young People Abroad Also Prefer an 'Alcohol-Free Life'

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The trend of young people distancing themselves from alcohol is not limited to Korea. Abroad, 'Sober Life' is also referred to as 'Sober Curious.' This term means curiosity about being alcohol-free and intentionally avoiding alcohol. Forbes, a U.S. business magazine, described Sober Curious as "being fully aware of and thoughtfully considering the effects of alcohol on the body and mind." Instead of strictly measuring how much one drinks, the core of being Sober Curious is asking oneself whether there is a reason to get intoxicated.

With the spread of Sober Curious, many young people are choosing an alcohol-free life. According to a survey conducted in April by the UK market research firm Mintel targeting 580 internet users aged 16 to 25, 40% of respondents said they 'limit alcohol consumption.' Among them, two-thirds cited 'concerns about the emotional effects of alcohol' as the reason.

In fact, searching 'Sober Curious' on social media platforms like TikTok reveals videos related to abstinence such as 'Review after quitting alcohol for 2 months,' 'How to overcome curiosity about alcohol,' and 'Journey for the Sober Curious.' In the comment sections, communication is active as people share their experiences of reducing alcohol consumption and support each other.

Meanwhile, the non-alcoholic trend is also spreading at festivals where alcohol is typically consumed. The Thai government promoted an 'alcohol-free festival' by designating non-alcoholic zones at 'Songkran,' the largest festival of the year held in April. Germany's representative beer festival, Oktoberfest, also created its first-ever non-alcoholic beer-only area starting this year.