K-wave pushes exports of soju, Korean distilled spirit, to new heights amid falling consumption in South Korea
- Korea’s biggest selling spirit, soju, is a clear liquid distilled from fermented grain; fruit-flavoured versions have become popular with young consumers
- The drink is enjoying growing sales overseas, especially in Hong Kong, which even has a soju pop-up store courtesy of Korean drinks giant Jinro
A soju-themed pop-up store dedicated to Korea’s signature distilled spirit has recently been opened by drinks giant HiteJinro in Causeway Bay, Hong Kong.
The space features an eye-catching installation of Jinro toad, the brand’s plump amphibian mascot, as well as an impressive array of merchandise, from T-shirts and cushions to soju glasses, and even a tower designed to dispense somaek, the intoxicating cocktail of soju and beer.
Of course, there’s a bar here, too, offering soju savants a choice of eight cocktails, including Jinro mojito, ice lemon tea soju and cream somaek.
“HiteJinro’s soju exports to Hong Kong increased 33 per cent in 2022 from the year earlier,” says HiteJinro spokeswoman Nho Eun-jung. “We hope to raise our brand awareness and inform Hongkongers that there are many other ways to enjoy soju other than the standard way of drinking it in a shot glass.”
In the months since its October opening, more than 20,000 people visited the store, according to HiteJinro, which plans to run the pop-up until early 2025.
“Soju is actually quite popular in Hong Kong,” says store manager Douglas Wang. “The busiest hours for the pop-up are after 6pm, when nearby office workers – many in their 20s and 30s – come here for drinks after work.
