"Falling for the Flavors"... 'K-Soju' Craze Sweeps the U.S. [The World is Z-Gold]

Soju Gains Popularity as a Casual Drink
Fruit-Flavored Soju in the Spotlight for Variety
Market Outlook Remains Positive

Editor's NoteGeneration Z (those born from the late 1990s to the early 2010s) is rapidly emerging as a generation that leads culture and trends in a fast-changing era, setting new standards across society. In [The World is Z-Gold], we shed light on the lives and values of Generation Z around the world and explore how they are transforming society.

The Korean Wave continues to sweep through the United States, rapidly expanding interest in "K-Soju." In particular, as Generation Z seeks out alcoholic beverages that can be enjoyed casually, "fruit soju" is quickly rising as a new mainstream choice. Major liquor companies are also accelerating soju exports and expanding their overseas distribution networks to target the global market.

"K-Soju Gains Popularity on the Korean Wave"

Singer IU, the advertising model for Chamisul. Provided by HiteJinro

Recently, the U.S. food and beverage magazine The Takeout reported, "Soju, the most popular distilled spirit in Korea, is making a significant impact in the U.S. market, especially among younger generations." The article added, "As American consumers show growing interest in K-pop, K-dramas, and Korean barbecue, there is a trend of greater respect and recognition for Korean culture."

The reasons behind soju's popularity include its approachable alcohol content and variety of flavors. The outlet noted, "Generation Z tends to prefer cocktails with relatively low alcohol content," and introduced soju as "typically ranging from 12% to 20% alcohol by volume, making it smooth and clean-tasting, and easy to enjoy." It also highlighted that "products with various fruit flavors such as strawberry, green grape, and lemon are being released, directly appealing to younger consumers."

This trend is also reflected in export performance. According to Korea Customs Service export-import trade statistics, from January to November 2025, the value of regular soju exports to the United States reached 23.71 million dollars (about 34 billion won), a 2.7% increase compared to 23.09 million dollars in the same period last year. Additionally, exports of "other liqueurs (mixed liquors)" including fruit soju totaled 26.23 million dollars, a 14.6% increase from 22.89 million dollars in the previous year.

The popularity of soju is especially pronounced among younger generations. Instacart, the largest grocery delivery company in the U.S., announced that as of March last year, soju was the fifth most-ordered alcoholic beverage in the liquor category among Generation Z consumers. Generation Z ordered soju 345% more than Millennials, 1,044% more than Generation X, and 2,277% more than Baby Boomers.

In Korea, fruit soju experienced a huge boom in the mid-2010s before its popularity waned, but overseas, preference for fruit soju is actually rising above that for regular soju. On social media, recipes for mixing fruit soju with yogurt, fresh fruit, or carbonated drinks are being steadily shared. While the unique bitterness of soju can be unfamiliar to foreigners, fruit soju is considered an entry-level soju thanks to its sweet and light taste, making it easy to drink without hesitation.

Liquor Industry Accelerates Soju's Global Push

Riding the Korean Wave, a variety of soju bottles are displayed at Hanaro Mart Yangjae Branch in Seocho-gu, Seoul, where soju exports have significantly increased on the 2nd. Photo by Kang Jin-hyung aymsdream@

In line with this trend, major liquor companies are strengthening their export strategies centered on fruit soju. HiteJinro has set a goal to increase overseas soju sales to 500 billion won by 2030 and is expanding exports with a diverse lineup including "Grapefruit Chamisul," "Green Grape Chamisul," and "Plum Chamisul." Lotte Chilsung Beverage is also rapidly increasing its sales channels in the U.S. market, led by "Soonhari Chum-Churum." The number of stores in the U.S. carrying Soonhari exceeded 23,000 as of the first half of last year, more than eight times the 2,700 stores at the end of 2023.

Market growth prospects are also seen as positive. Market research firm Global Growth Insights released a report projecting that the global soju market will expand from 3.40217 billion dollars last year to 4.17480 billion dollars by 2034, with an average annual growth rate of 2.3%.

The report stated, "As Korean culture gains popularity in the United States, consumer preferences are also changing," and explained, "especially in major cities like New York and Los Angeles, the trend of enjoying soju with Korean food is spreading, leading to increased soju consumption at restaurants and specialty bars."