Once a Fading Trend in Korea... 'Fruit Soju' Captivates Young Americans [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 gaining attention as a generation that leads culture and trends in a rapidly changing era, setting new standards across society. In [World is Z Gold], we shed light on the lives and values of Generation Z around the world and examine how they are transforming society.

Image unrelated to the article. Pexels

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

"Rising Interest in 'K-Soju' Riding the Korean Wave"

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

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

The popularity of soju is attributed to its approachable alcohol content and variety of flavors. The magazine noted, "Generation Z tends to prefer cocktails and other drinks with relatively low alcohol content," and introduced soju as "typically having an alcohol content of 12 to 20 percent, making it smooth, clean-tasting, and easy to enjoy." It also highlighted that "products with various fruit flavors such as strawberry, green grape, and lemon are being launched, directly appealing to younger consumers' tastes."

This trend is also evident in export performance. According to Korea Customs Service export-import trade statistics, from January to November 2025, the export value of regular soju 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. In addition, the export value of 'other liqueurs (mixed liquors),' which includes fruit soju, rose to 26.23 million dollars, up 14.6% from 22.89 million dollars a year earlier.

The popularity of soju is especially pronounced among younger consumers. Instacart, the largest grocery delivery service in the U.S., revealed 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, while fruit soju saw a huge boom in the mid-2010s before its popularity waned, overseas, preference for fruit soju is actually increasing compared to regular soju. On social networking services, recipes for mixing fruit soju with yogurt, fresh fruit, or carbonated drinks are consistently shared. While the distinct bitterness of soju may be unfamiliar to foreigners, fruit soju has established itself as an introductory 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 response to this trend, major liquor companies are strengthening their export strategies centered on fruit soju. HiteJinro has set a goal of increasing overseas soju sales to 500 billion won by 2030 and is currently 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.' As of the first half of last year, there were about 23,000 stores in the U.S. carrying Soonhari, an increase of more than eightfold from about 2,700 at the end of 2023.

Market outlooks for future growth are also positive. Market research firm Global Growth Insight 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 explained, "As Korean culture gains popularity in the U.S., consumer preferences are shifting. In particular, the trend of enjoying soju with Korean food is spreading in major cities such as New York and Los Angeles, leading to increased soju consumption at restaurants and specialty bars."