Makgeolli Exports Rebound to 14,733 Tons Last Year
United States Becomes Second-Largest Market for Korean Makgeolli
Makgeolli exports are showing signs of recovery. Following the global boom in K-Food, Korean soju and fruit soju have gained popularity, raising expectations that Makgeolli could also establish itself as a 'K-Alcohol Trend' in overseas markets. Makgeolli producers are accelerating their efforts to target the United States as a key export market, in line with the growing trend for low-alcohol beverages there.
Following the global craze for K-Food, Korean soju and fruit soju have gained popularity, raising expectations that Makgeolli could also establish itself as a 'K-Alcohol Trend' in overseas markets. Getty Images
According to export and import trade statistics from the Korea Customs Service on June 18, Korea's takju exports reached 14,733 tons last year, up from 13,982 tons the previous year. Makgeolli exports peaked at 15,396 tons in 2022, after rising from 12,556 tons in 2020, but then sharply declined before rebounding last year.
This rebound is attributed to the global popularity of K-Food, which has expanded beyond Asian countries such as Japan and China, as well as the growing interest in Korean cuisine in the United States. The fact that Makgeolli is a low-alcohol beverage, similar to beer, is also considered to align with recent global alcohol trends. Additionally, its reputation as a rice-based alcoholic drink rich in healthy probiotics is attracting worldwide attention.
Following the global craze for K-Food, Korean soju and fruit soju have gained popularity, raising expectations that Makgeolli could also establish itself as a 'K-Alcohol Trend' in overseas markets. Getty Images
In particular, demand in the U.S. market continues to grow steadily. The United States is the second-largest export destination for Korean Makgeolli and is a market that leads global alcohol trends. According to the Korea Agro-Fisheries & Food Trade Corporation (aT), Makgeolli exports to the U.S. increased by 7.9%, from $2.56 million in 2022 to $2.76 million in 2023. The top export destination is Japan.
Domestic Makgeolli companies are targeting overseas markets, including the United States, by promoting the pairing of Makgeolli with K-Food. Jipyeong Brewery entered the U.S. market for the first time this year, launching 'Jipyeong Fresh' and 'Jipyeong Dalbam' in major cities such as California, Texas, New Jersey, and Washington. These products are export versions of the domestic 'Jipyeong Saeng Makgeolli' and 'Boni Dalbam.' Starting in areas with large Korean communities, the company is expanding its sales network to online platforms and retail channels.
Seoul Jangsoo Co., Ltd., under the Seoul Takju Manufacturers Association and the leading company in the Makgeolli industry, saw exports of its export-only product 'Jangsoo 90' to the United States increase by 34% last year. Based on annual performance, the company recorded a 28% year-on-year export growth, with the growth rate in the U.S. being the highest after Japan. Seoul Jangsoo currently exports products to more than 30 countries, including the United States, Australia, China, and Japan, and recently began exporting its flagship sterilized Makgeolli, 'Wolmae,' to Indonesia for the first time. This year, the company plans to set new strategic directions by entering the European markets such as the United Kingdom and France, as well as CIS countries including Russia.
Kooksoondang's '100 Billion Prebio Makgeolli,' which emphasizes health functionality, has also become a top export product to the United States. 'Kooksoondang Saeng Makgeolli' was the first in the industry to be exported to the U.S. in 2009 and has maintained steady popularity ever since. After launching this product in 2020, Kooksoondang has seen continuous sales growth, with U.S. exports reaching a record $3 million (about 4.3 billion KRW) in 2023. The company's total overseas sales amount to about $10 million (14.3 billion KRW), with the U.S. accounting for roughly 30%. In addition to the U.S., Kooksoondang exports Makgeolli to around 60 countries, mainly Japan and China.
Baesangmyun Brewery's main export items, including three types of Neulbom Makgeolli, Sinsul, and Bingtanbok, are currently available at the major U.S. liquor chain Wine & More. This year, the company plans to expand exports to the central United States, including Texas and Oklahoma, as well as to the eastern United States, including New York and Pennsylvania.
An industry official stated, "While domestic demand for Makgeolli is declining due to the diversification of alcohol consumption, including whiskey and highballs, overseas, the K-Food boom is driving more customers to seek out Makgeolli. In the U.S. market in particular, Makgeolli is becoming established as the next K-Alcohol after soju, as it is now known to contain not only probiotics but also polyphenols, which are antioxidants."
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