S. KOREA: EXPORTS OF SOJU INCREASED 13.2% IN 2022, RIDING ON POPULARITY OF K-POPS
By Susan Lewis
Credit: Eiliv Aceron/Unsplash
Exports of Soju, South Korea's traditional liquor and the world’s most consumed spirit category, increased 13.2 percent in 2022, rebounding for the first time in three years.
According to the data from the Korea Customs Service, value of Soju exports reached USD93.3 million in 2022, rising from USD82.4m a year earlier.
By volume, the exports grew 12.7 percent to reach 67,104 tons, the data showed.
Exports of Soju had been decreasing since reaching its peak of USD97.5m in 2018. The trade continued to contract during the on-set of the COVID-19 pandemic and started to rebound last year.
The traditional Korean liquor has gained more attention in key global markets thanks to the influence of South Korea’s pop culture.
Leading Soju producer HiteJinro, which is also the world’s most consumed spirit brand, started a promotion campaign last year to take Soju to the international market.
Hwang Jung-Ho, managing director of HiteJinro, told international media last year that their global marketing efforts have yielded results and their international sales are increasing rapidly.
“People are interested in Korea through K-drama or K-film, which includes scenes of people who are drinking Soju, so the young generation are more interested in this product,” he said.
The HitJinro brand has been the world’s top spirit seller by volume for many years, the company sold more than 94 million 9-litre cases in 2021.
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