Soju is one of South Korea’s most popular products. However, its domestic sales have fallen as Gen Y and Z Koreans increasingly prefer whisky, tequila, and makgeolli. Changing drinking habits, influenced by crackdowns on traditional events, now favour mindful social drinking over binge drinking.
- Sectors
- Generations
Alex is the vice president of Comma Entertainment, an international advertising agency based in South Korea. He has operated marketing campaigns for global brands such as Samsung Display, Jagermeister, HiteJinro, Lotte Chilsung, and NVIDIA.
Julia Mellor is the founder of The Sool Company, a resource for traditional Korean alcohol. Her company is based in Seoul and the Netherlands, specialising in Korean alcohol brewing education, tourism, export and international market creation. Mellor is a professional consultant for international commercial brewing, and her clients are the first to open makgeolli breweries in the US, UK, and Singapore. She’s the first international specialist in Korean alcohol and is passionate and experienced in successfully bringing Korean sool to global markets.
Eya Apostol is a freelance contributing writer for Canvas8. She’s a BA Communications graduate who mostly spends her free time online alone or with her friends. She’s an avid fan of Korean music, manga, manhwas, Asian beauty, K-dramas, games, and other popular trends. Most of the time, she’s a kid at heart but is an adult by default.
