The Korean drinking culture is changing, with young consumers moving away from traditional beer and soju centered gatherings toward lighter, fruitier, and more accessible beverages that better align with their health-conscious lifestyles. This shift is encouraging alcohol brands to develop low-alcohol, zero-sugar options and adopt marketing strategies that resonate with younger audiences.
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The MZ Generation reshapes workplace drinking norms
In the past, being a strong drinker was considered an asset for sales positions in South Korea. Questions like “Can you drink?” or “How much can you drink?” were common during interviews, reflecting a culture where after-work drinking was crucial to building trust with clients and colleagues. However, the MZ Generation in South Korea no longer sees drinking ability as a measure of career success. Instead, sales effectiveness is increasingly judged by performance and results. Younger professionals focus on their own strengths and strategic customer engagement. This shift shows that traditional drinking culture, once essential for workplace relationships, is gradually losing influence. Younger generations prioritize skills and professional achievements over alcohol-based socializing.
Drinking culture in South Korea is shifting to a lighter, more relaxed style of enjoying alcohol
Low-alcohol drinks with lower ABV levels are rapidly gaining popularity. Many beverages, such as highballs, liqueurs, mixed drinks sweetened with zero sugar or fruit juice, beer, and soju, are joining this low-alcohol trend. For example, leading local soju brands like Jinro, Chumchurum, and Chamisul Fresh have reduced their alcohol content to around 16% from over 20%. Beer brands such as CASS and Kloud are also shifting their strategies toward “alcohol but not alcohol,” focusing on non-alcoholic and low-alcohol beers that contain less than 1% alcohol, while fully alcohol-free drinks contain below 0.05%. According to Euromonitor, the domestic non-alcoholic beer market is projected to grow from about KRW 64.4 billion in 2023 to around KRW 94.6 billion by 2027.
Beer and soju remain popular, but preferences are changing
Beer and soju still dominate the South Korean alcohol market, making up roughly 80% of domestic sales, according to a 2024 report by the Ministry of Agriculture, Food and Rural Affairs. However, the drinking habits of the MZ Generation differ greatly from those of people in their 50s to 70s. Since COVID-19, home drinking (홈술) has become more common, and younger consumers are diversifying their alcohol choices to include whiskey, wine, and traditional liquors like makgeolli.
Drinking occurs later in the day, week, and year
According to Biknic (비크닉) and the online liquor platform Daily Shot (데일리샷), December sees the highest purchase volume, Thursdays are the peak day of the week, and 5 p.m. is the peak time of day. This pattern is influenced by the rise in year-end gatherings and events, according to survey results from one million users in 2024. Since Daily Shot orders usually require one to two days for pickup, the surge on Thursdays reflects preparation for the weekend drinking period that begins on Friday night. Purchases were also heavily concentrated after work hours, especially around 5, 6, and 7 pm, revealing that many office workers place orders on their way home.
Seasonal preferences also showed clear shifts. From December 2023 to February 2024, whiskey dominated the top rankings, with well-known brands favored by both beginners and enthusiasts, reinforcing winter as the prime season for whiskey consumption. From spring through fall, beer brands suited for outdoor drinking were the most popular, reflecting the seasonal shift toward lighter and more refreshing beverages.
More Koreans use hangover cures for faster recovery
As lighter drinking becomes more common, the demand for quick recovery after drinking is rising, leading to increased interest in hangover cures (숙취해소제). These products, once mainly sold as beverages, now come in many formats such as jellies and gels. According to a survey by Embrain Trend Monitor, 90% of 1,000 drinkers aged 19 to 59 in 2024 said they use hangover cures.
However, they do not take them every time they drink. Instead, they use them in specific situations. Among those who had used hangover cures, 59.5% said they take them when heavy drinking is expected, such as at company dinners, and many also use them when they have school or work plans the following day. On the other hand, only 21.8% said they take hangover cures even when they have no plans afterward. Korean consumers tend to use hangover cures strategically, mainly to stay functional for important plans or heavy drinking occasions, rather than as something they take every time they drink.
Koreans choose hangover cures largely based on effectiveness
In the same survey by Embrain Trend Monitor, respondents were asked why they select specific hangover relief products, with multiple answers allowed. Effectiveness was the most important factor, chosen by 65.2% of participants, followed by discounts and promotions like 1+1 with 38.2%, purchase location by 35.5%, and price by 35.2%. This shows that while product efficacy is the top priority, price and convenience significantly influence purchasing decisions. Taste and/or flavor was selected by only 24.5% of respondents, reinforcing that consumers view hangover cures primarily as functional remedies rather than enjoyable jellies or beverages.
Celebrity liquor brands are rising, but fame alone doesn’t guarantee success
An increasing number of South Korean celebrities are launching liquor brands, participating in planning, recipe development, manufacturing, and design to reflect their personal tastes. Jay Park’s “Wonsoju” is a good example. It gained attention for its traditional distillation, symbolic packaging, and limited distribution, mainly online with select offline availability. Made only with high-quality Korean rice, water, and yeast from Wonju-si, it contains no added sugar or additives.
However, earlier celebrity launches, such as Kim Bo-seong’s “Riyunnam Soju” and Yoon Mi-rae’s “Future Soju,” struggled to sustain themselves in the market. Even Wonsoju, despite initial popularity, has seen signs of declining sales, showing that celebrity hype alone is not enough for long-term success. Sustained consumer engagement, consistent quality, and strategic marketing are essential in South Korea’s competitive liquor industry.
Health-conscious consumers are driving change in the Korean drinking culture
- Hangover cures are increasingly used strategically, with effectiveness, price, and convenience driving consumer choice.
- South Korea’s younger generation is shifting toward lighter, fruitier, and more convenient alcohol options, reflecting a health-conscious lifestyle.
- Traditional workplace drinking norms are losing influence, with performance and professional skills increasingly prioritized over drinking ability.
- Low-alcohol and non-alcoholic beverages are growing rapidly, with major brands adapting products and marketing to appeal to the MZ generation.
- Home drinking and seasonal preferences are reshaping consumption patterns, with whiskey favored in winter and beer preferred during warmer months.
