Korean fruit soju is gaining popularity globally, signaling a bright future for annual exports to surpass $100 million (about 137.2 billion won). Recipes for cocktails using fruit soju are spreading through social media (SNS), and interest continues to grow among young people abroad. Domestic manufacturers are also accelerating their overseas market strategies with new products specifically for export.
On the 27th, ChosunBiz analyzed trade statistics from the Korea Customs Service, revealing that the total soju export amount for January to April this year reached $56.32 million (77.3 billion won), marking a level similar to the same period last year ($56.34 million, 77.4 billion won). Among these, the export amount of regular soju was $29.43 million (40.4 billion won), a 7.4% decrease compared to the same period last year ($31.78 million, 43.7 billion won). In contrast, the export amount of fruit soju reached $26.89 million (36.9 billion won), showing a notable increase of 9.4% compared to the same period last year ($24.56 million, 33.7 billion won). Although regular soju exports declined, fruit soju's growth helped support the overall soju export performance.
If this trend continues, the export amount of fruit soju is projected to surpass $100 million this year. Last year, the total export amount of Korean soju increased by 3.9% compared to the previous year, exceeding $200 million (274.8 billion won) for the first time. Of this, regular soju accounted for $10.09 million (143.0 billion won), while fruit soju accounted for $9.654 million (132.6 billion won). Last year, fruit soju made up nearly half of the total soju export amount, emerging as a new key player in K-soju exports.
Fruit soju gained significant popularity in South Korea in the mid-2010s, but recently its popularity has somewhat waned. However, abroad, preference for fruit soju is actually increasing compared to regular soju. On social media, cocktail recipes that mix fruit soju with yogurt or fresh fruit are generating ongoing buzz, and young consumers from various countries can easily be seen enjoying fruit soju.
Recently, cocktail recipes using fruit soju have been actively shared on social media, maintaining steady interest. These cocktails are typically mixed with yogurt or fresh fruit. While the bittersweet taste characteristic of diluted soju is unfamiliar to foreigners, fruit soju is favored for its sweet flavor, making it easy to drink. It is becoming known as an 'entry-level alcohol' among young consumers.
According to a report related to Korean soju published recently by the Korea Trade-Investment Promotion Agency (KOTRA) on the Toronto area of Canada, imports of beer and wine in Canada have stagnated, while imports of Korean soju have grown more than double in the last five years. Observing the product registration status at retail stores and online platforms in the Toronto area, there are 19 fruit soju products registered and six basic soju products, indicating that fruit soju is registered more than three times.
KOTRA noted, "Fruit soju fits well with the local consumers' tastes and exhibits the fastest growth among soju products," adding that, "Fruit soju, such as grapefruit, peach, and green grape, is recognized as a suitable alternative for consumers who avoid alcoholic beverages with higher alcohol content, especially showing high preference among female consumers in their 20s to 40s." Furthermore, it was mentioned, "Interest in Korean beverages, along with traditional Korean liquor, is increasing, particularly among consumers of K-content, while the food service industry is naturally linking the consumption of alcohol by creating pairing menus utilizing traditional Korean liquor in Korean barbecue or izakaya-style restaurants."
Major alcohol manufacturers are strengthening their lineups to expand fruit soju exports. HiteJinro recently launched a new export-only product, 'lemon aiseul,' which is the fourth export-only product following plum aiseul, strawberry aiseul, and peach aiseul, with an alcohol content lower than that of Chamisul fresh (16 degrees) at 13 degrees. This product is expected to be exported to 26 countries, including the United States, China, and Vietnam. LOTTE Chilsung Beverage is exporting a series of nine 'Soonhari CheoeumCheoreom' fruit-flavored products overseas and is currently developing new products in plum and lychee flavors. OB is also reportedly preparing for the production of fruit soju.
An industry insider stated, "Fruit soju is playing a pivotal role in the expansion of K-alcohol into the global market," and added, "It is expected to continue to grow steadily due to its appeal among young generations and its compatibility with SNS."