Rising global interest in Korean culture has boosted exports of Korean alcoholic beverages, but performance is diverging sharply between soju and makgeolli, with soju gaining broad international traction while makgeolli remains largely confined to niche diaspora markets, industry data showed on June 26.
Soju is now sold in more than 70 to 90 countries and has become Korea’s leading alcoholic export. Makgeolli, a traditional fermented rice wine, has seen export volumes decline after peaking in 2022.
According to the Korea Agricultural Trade Information Service (KATI), makgeolli exports fell from 15,396 metric tons in 2022 to 14,733 tons in 2025, while shipments totaled 6,120 tons through May this year.
By contrast, soju export value rose from $93.3 million in 2022 to $101.4 million in 2023, before reaching a record $104.1 million in 2024 and easing to $96.5 million in 2025, according to customs data.
The global reach of soju has also expanded, with HiteJinro selling in more than 90 countries and Lotte Chilsung Beverage in over 70. OB Beer has also entered the market with its export brand “JJAN,” supplying countries including the U.S., Malaysia and Singapore.
Makgeolli exporters, however, remain heavily dependent on Korean diaspora and restaurant channels abroad, limiting mainstream consumer growth. Kooksoondang, Seoul Jangsoo and Jipyeong Brewery collectively operate in a far smaller number of markets, with Kooksoondang present in more than 60 countries, while others remain in the low double digits.
Industry officials cite structural constraints, including low global familiarity, short shelf life and the need for refrigerated logistics, as key barriers to expansion.
Unlike soju, makgeolli requires cold-chain distribution due to ongoing fermentation, making long-distance export more difficult. Smaller producers also lack the scale to invest heavily in global branding and distribution.
Producers are increasingly shifting toward pasteurized makgeolli to extend shelf life, but industry participants say broader government support is needed in logistics, standards and overseas marketing.
Officials also argue that makgeolli needs stronger cultural positioning to expand beyond niche markets, similar to how Korean foods gained global popularity through repeated exposure via Korean entertainment content.
