Korean firewater lures more young Japanese

South Korea’s distilled spirit soju is alluring more young drinkers in Japan, the home of its rival liquor shochu, as K-content such as drama series grow more and more popular around the world.

That helped South Korea’s top soju maker HiteJinro Co. boost its soju exports to Japan.

HiteJinro said on Tuesday its shipments of soju, distilled from various starchy crops, to Japan jumped 27.2% to 28.5 billion won ($23 million) last year after enjoying more than 20% growth in 2020.

“Korean soju is gaining popularity, especially among young Japanese drinkers,” said Hwang Jung-ho, head of HiteJinro’s overseas business operation, in a statement. “We aim to lead the trend of the Japanese liquor market with various marketing activities and sales power.”

HiteJinro’s earnings in the neighboring country had been sluggish on a slowdown in the world’s third-largest economy and the deterioration in the relationship between the two countries.

LOCALIZATION

The maker of the Chamisul soju implemented localization strategies to get over those negative factors and expand its presence in the Japanese market.

The company sold its products through major convenience store chains such as Ministop and 7-Eleven, as well as large retailers including Aeon Group to increase convenience and accessibility for customers.

HiteJinro aimed to attract Japanese drinkers further with new products. The company on Tuesday launched Chamisul Toktok, sparkling soju with an alcohol content of 5% in two flavors of grape and peach.

The new soju is expected to entice more customers in the country where drinkers often mix whiskey or shochu, a Japanese distilled beverage, with regular water or carbonated water.

Write to Soo-Jung Ha at agatha77@hankyung.com
Jongwoo Cheon edited this article.