Soju is fast becoming one of the most popular alcohols globally, and JINRO is right at the front of this charge: not only was JINRO soju the world’s best-selling spirit for the 24th year in a row, interest in soju has soared by 50% recently, especially with the Gen Z crowd.
In 2024, Hitejinro sold a whopping 96.8million cases (9L per case) of soju products worldwide. To put this into context, this means the number of bottles sold would circle the Earth approximately 13 times if laid end-to-end—that’s the height of 57,000 Mount Everests!
Soju has recently overtaken other well-known alcohols in the global popularity contest. In 2024, JINRO soju also outsold global tequila sales by 200%! In fact, in 2020, JINRO sold triple the volume of any other spirits brand globally.
First of all, soju’s accessible. Soju is a great choice for anyone looking to have a fun time without breaking the bank.No need for any pre-drinking to make sure you’re making the most out of your night out, soju allows you to fast-forward straight to the fun and get the party started immediately!
Second of all, soju’s approachable. With the classic JINRO Chamisul Fresh standing at an ABV of 16.9%, soju has a lower average ABV than stronger spirits like whiskey or vodka, which often have ABVs in the 30–40% range. Soju’s lower ABV makes it a great choice for those trying out their first drink, and is definitely much less intimidating when compared to other stronger, more intense alcohol varieties.
Not only that, for more wary drinkers who are still unfamiliar with the taste of soju and looking for something a little more “entry-level,” soju even comes in easy-to-drink fruit varieties! Flavors like candy-like green grape, sweet-tart strawberry, and nectar-like peach are fast gaining popularity, especially in the global market.
The growing popularity of fruit sojus speaks for itself—fruit soju now accounts for 28.1% of South Korea’s totalliquor exports, an explosive growth when compared to a decade ago when fruit soju only made up 0.5% of Korea’s liquor exports. Experts say that fruit soju exports from South Korea are projected to exceed $100 million this year!
Lastly, soju’s versatile. While soju goes down smooth even on its own, the spirit is also the perfect base for all sorts of unique drinks and cocktails.
Unlike other traditional spirits that usually come with established cocktail recipes, the clear and neutral profile of soju serves as a great starting point to express your creativity and innovation! One of the most common cocktails people like to make with soju is a yogurt cocktail, and some people like going the extra mile and serving the cocktail in a watermelon or pineapple!
[Link to Devil’s Kiss Mala Shot Instagram Post]
Would you drink this spicy mala soju shot?
Pairing the right drink to each dish is a cornerstone of Korean cuisine, and soju’s light and refreshing taste makes it a mainstay at the dinner table. From fatty Korean BBQ meats to hearty stews, “the beauty of soju is that you can drink it with a lot of things.” Whether it’s a celebration or an occasion to drown away one’s sorrows, Korean culture dictates: wherever people gather to have a meal, you’re likely to see soju there. In the canon of Korean cuisine, soju is more than just another beverage or alcohol—it’s a key component of a larger cultural moment where people gather, share delicious food, and have meaningful conversations.
Soju has long been at the center of Korean social gatherings, with the drink being seen as a tool for helping people to open up and feel more confident (liquid courage, as some might say.) Soju is a social lubricant that helps people to connect with each other and let their guards down so they can be the best version of themselves!
[Link to Drink & Link episode]
Soju helps people open up and have interesting conversations with each other—things you might have never talked about otherwise!
Not only that, soju comes hand-in-hand with many popular drinking games that form the basis of many a college party and work dinner. Designed to ease the mood and create a fun, relaxed atmosphere, these drinking games make it so that anyone can participate—whether you’re best friends to strangers meeting for the first time. These games often feature mechanisms that actively make use of the soju bottle’s unique features, such as the twisty bottlecap or the iconic green bottle.
How many of these famous Korean soju drinking games do you know?
Every seasoned soju drinker knows about the soju tornado: either swirl the bottle in a circle, or do the 3-9-12 method (watch the video to find out how!)
When you open a bottle of soju, you’ll find an extra strip of metal that’s always attached to the cap. Twist this metal piece into a single line, pass the cap around so that everyone takes turns flicking the cap, and pray you’re not the lucky one who ends up breaking the metal piece off!
This game makes use of soju shot glasses instead of the bottle, but is still pretty easy to set up! Fill up a beer glass, balance the soju shot glass carefully so it floats on top, and take turns filling up the shot glass with soju bit by bit. Make sure you’re not the one who causes the shot glass to sink!
As Korean culture steadily becomes a bigger part of the global conversation, the spotlight on soju, arguably Korea’s national drink, has grown alongside it—and people worldwide are clearly welcoming this new star with open arms.
With soju being such a perfect drink for beginners and seasoned drinkers alike, it’s no wonder that it’s claimed its spot at the top of the popularity ladder. We can’t wait to see all the new connections and experiences a simple bottle of JINRO will help bring to more and more people’s lives!
Disclaimer: This content is for readers of legal drinking age. We celebrate JINRO’s cultural significance in Korean culture while encouraging responsible consumption. Please drink in moderation and never drink and drive.
