Hooked After Drinking Like in K-Dramas... Fell for the Clean Taste and No Hangover [Report]

Manila's Major Marts and Restaurants Field Report
After Experiencing Soju Through Korean Wave Culture, Locals Fall for Its Clean Taste
"Sales Growth Has Accelerated Rapidly in the Past 1-2 Years"

On May 19, at the Puregold Paranaque branch, a wholesale discount store located in the southern part of Manila, the capital of the Philippines, 21-year-old Andrea picked up a bottle of HiteJinro's Chamisul Fresh from among the soju bottles that filled one wall of the liquor section. Andrea drinks Korean soju, specifically Jinro, with her family once or twice a week while watching Korean dramas on Netflix or YouTube.

Andrea said, "I naturally became familiar with soju because I often saw Koreans drinking it in K-dramas. When I drink Filipino liquor, I often get a severe headache the next day, but Korean soju gives me less of a hangover, so it suits my body better and feels cleaner." A Puregold representative explained, "Although Jinro is a foreign brand, it has established itself as a daily drink not only in Korean restaurants but also in regular households. Over the past one or two years, the sales growth rate has especially accelerated."

Jinro Soju displayed at Puregold Paranaque, a leading wholesale discount store in the Philippines. Photo by Han Yeju

Korean soju has become embedded in everyday life in the Philippines. The explosive popularity of Korean dramas and K-pop in the Philippines has led to growing interest in Korean soju, the drink frequently enjoyed by the main characters in these contents. The leading brand is HiteJinro's Jinro. Although a local Filipino liquor company produces and sells a domestic soju called 'So Nice' at about 60% of Jinro's price, among Filipinos, the equation 'soju = Jinro' has become firmly established.

This is the result of HiteJinro expanding its distribution from a Korean-centric network to local retail and wholesale channels. HiteJinro has spearheaded the popularization of Jinro by targeting large supermarkets and grocery stores, which account for 50% of the Philippine liquor market. In addition to Puregold, the company has diversified its distribution network through accessible channels such as Savemore, SM Supermarket, and 7-Eleven. It has also partnered with Premier Wine and Spirit, the largest local liquor distributor, and penetrated the household market through a network of over 400 distribution points nationwide.

Irwin, 43, whom I met at S&R, a warehouse-style mart in the Philippines, first encountered soju while working as a bartender. He said soju is easy to drink with food and comes in various types such as fruit soju and regular soju, which can also be consumed by mixing. Irwin's favorite is Chamisul Original (red cap). He said he likes it best because it is the cleanest. Photo by Yeju Han

Marie Phil Reyes, MD (Merchandise Manager, age 42) at HiteJinro Philippines Corporation, said, "Many consumers have been introduced to the culture of samgyeopsal and soju through Korean dramas, and after trying it themselves, their satisfaction has increased, leading to natural consumption. Interest in Korean dramas among locals remains very high, and awareness of K-pop artists such as IU is also strong, so the spread of soju based on the Korean Wave is expected to continue." HiteJinro has assigned six MDs in the Manila area to monitor the household market, including supermarkets and convenience stores, and to gather feedback on product display conditions, claims, and market changes.

Nico, 25, a senior buyer at S&R, a membership-based warehouse discount store popular among the Filipino middle class, explained, "The reason we introduced soju is that, given the high local interest in K-pop and Korean dramas, there is clear demand for the product, so we are responding to member needs. At S&R, the proportion of B2B (business-to-business) members is high, so wholesalers, small supermarkets, and food service operators often make bulk purchases."

The Filipino local hip-hop unit 'GY' is seen conducting a 'Jinro Live,' a drinking live concept, together with their fans. Photo by Han Yeju

The soju craze in the Philippines is also evident in the dining-out market. At Samgyeopsalamat, a large Korean restaurant franchise in Manila visited on May 20, it was easy to find locals enjoying meals accompanied by Jinro at many tables. Goldie, 21, whom I met there, said, "I often drink soju when watching sports games like basketball or at parties with friends. I especially like the combination of samgyeopsal and soju."

On this day, the Filipino local hip-hop unit 'GY' held a 'Jinro Live,' a drinking live concept event, which received an enthusiastic response from local youth. Jinro Live is a localized version of HiteJinro's flagship branded content 'Isul Live,' which has run in Korea for 10 years. By incorporating drinking games, talk sessions, and live performances into gatherings with samgyeopsal and soju, the event made Jinro more accessible.

In particular, the event also integrated the 'videoke' culture popular among Filipino Millennials and Generation Z. The cast sang their favorite karaoke songs and took live song requests from the audience, reflecting local social customs and fostering emotional connection with the crowd. Traditions such as sharing drinks, the 'tagay' toasting culture, and the 'pulutan' practice of pairing snacks with alcohol, all central to the Filipino drinking scene, showed that Jinro has become fully assimilated into local drinking culture.

Soju boxes located at the K&L Manila headquarters, a client of HiteJinro Philippines Corporation. K&L imports Jinro manufactured in Masan and Cheongju through the corporation and receives product supplies. Photo by Han Yeju

As a result, Jinro's growth at K&L, a client of HiteJinro Philippines Corporation, has been rapid. K&L, which has its headquarters in Manila and branches in Cebu and other locations, supplies Jinro to Korean restaurants, local distributors, and convenience stores. K&L distributes 550 to 600 containers annually in the Philippines. This means that between 693,000 and 756,000 bottles are distributed each year through K&L alone.

Kang Junghee, CEO of K&L, said, "Since 2018, Jinro has continued to grow steadily by about 15% annually. In the past, soju was seen mainly as a drink for Koreans, but now local customers are seeking it out first. Through marketing, we've expanded consumer experiences, and by leveraging store MDs and on-site branding, we've achieved both high brand awareness and turnover?a rare case in the market."