Korean Soju, Makgeolli and the 전통주 Boom — 2026-09-26

Top developments

Korean soju exports to the U.S. surge 48.1%

South Korean soju exports to the United States jumped 48.1%, driven by K-content and K-pop popularity, with domestic producers launching fruit-flavored soju tailored for the U.S. market. The growth comes even as overall U.S. alcohol consumption declines, giving soju a rare growth story in a shrinking market.

Oriental Brewery's first soju launches this week

Oriental Brewery, the AB InBev-owned maker of Cass long dominant in Korea's beer market, is shedding its beer-only focus with a soju debut. Its 15% zero-sugar soju "Challang" is rolling out in late September in the Seoul area and parts of Jeju, challenging the soju duopoly of HiteJinro (59.8% share) and Lotte Chilsung (18%).

Chuseok gift season sends 전통주 sales soaring

Lotte On's Chuseok tally showed gift sales of traditional liquors including Jeonju Igangju, Andong Soju and Munbaeju up about sevenfold versus the same period last year, as Korean-language media report growing interest in holiday liquor sets (JoongAng Ilbo, Segye Ilbo). Gyeongju Beopju also pushed a premium holiday lineup including its oak-distilled spirits for gift buyers.

1 sources

joongang.co.kr

joongang.co.kr

First International Soju Week debuts

Hello Soju launched International Soju Week (Sept 20–26), a new annual moment aimed at growing "one of the world's most-consumed spirits" among U.S. bar and restaurant operators — a milestone in soju's mainstreaming abroad.

Local view

Korean-language media are focused on the Chuseok holiday table: Segye Ilbo's wine-and-liquor column recommends pairing makgeolli, distilled spirits and fruit wines with holiday foods, reflecting the widening 전통주 assortment for the season. JoongAng Ilbo notes.CurrentRow that traditional-liquor gift sales jumped roughly sevenfold during the Chuseok period on Lotte On, a sign the holiday gifting market is now a real commercial engine for the industry. Korea's financial press also frames soju as a growth category inside a shrinking domestic market: Hankyung-affiliated outlets report HiteJinro pursuing a two-track low-alcohol/global strategy while 롯데칠성 and HiteJinro diverge on overseas plants. Trade outlet 연합인포맥스 profiled CJ's traditional liquor brand Jari, asking why Korea lacks traditional liquors suited to fine dining — and how the conglomerate found its answer.

Context & numbers

• Jeonju Igangju, Andong Soju and Munbaeju gift sales up ~7x YoY during Chuseok on Lotte On.
• Korean soju exports to the U.S. up 48.1%, against a backdrop of declining U.S. alcohol consumption.
• Soju market share split: HiteJinro 59.8%, Lotte Chilsung 18%.
• Oriental Brewery's Challang: 15% ABV, zero sugar, launching late September in Seoul and parts of Jeju.
• HiteJinro and Lotte Chilsung are both reporting reversed growth at home; both are pivoting to overseas markets — HiteJinro building its first overseas plant in Vietnam.

On the radar

• International Soju Week closes Sept 26 — watch for recap data from Hello Soju on U.S. bar participation and any retailers picking up the event for 2027.
• Challang nationwide rollout — Oriental Brewery is expected to expand beyond Seoul/Jeju if the late-September launch performs; a head-to-head with HiteJinro's low-alcohol strategy is likely.
• K-drama/K-pop premium pipeline — Donga Ilbo reports Korean premium distillates (traditional-method high-ABV spirits) are pushing into New York fine dining and other U.S. venues; more premium-brand announcements appear likely as the holiday export season nears.