As interest in Korean culture and K-food extends to soju, competition among the alcohol industry surrounding the U.S. market is heating up. With the United States solidifying its position as the largest export market for Korean soju, domestic liquor companies are accelerating their efforts. Following OB Macu’s launch of soju exports to the U.S., a local American alcohol company has also introduced its own self-developed Korean-style soju brand.
According to Korea Customs Service import-export trade statistics released on the 7th, combined exports of soju and other liqueurs bound for the United States from January to July this year totaled $28.93 million (approximately 38.73 billion won), accounting for 30.2% of the total. This figure surpasses second-place Japan (19.1%) and third-place China (14.4%), representing about 1.58 times the export value to Japan. The U.S. has widened its lead over Japan since overtaking it in combined export value in 2023. While overall soju exports have stagnated, shipments to the U.S. continue to rise independently. Last year, total exports of soju and other liqueur products amounted to $196.94 million (approximately 263.648 billion won), a 1.7% decrease compared to the previous year; however, U.S. exports reached $53.13 million (approximately 71.124 billion won), an 8.9% increase. The share of total export value held by the U.S. has steadily risen: 23.5% in 2023, 24.3% in 2024, and 27.0% last year. As of January to July this year, it has exceeded 30%.
Liquor companies are also taking active measures. HiteJinro recently appointed BTS member V as its global ambassador for Jinro, launching aggressive marketing campaigns overseas. OB Macu has been producing and selling ‘Challang,’ a soju brand specifically developed for export to the U.S., since late last year. Sazerac, an American distilled spirits company holding bourbon and whiskey brands, recently launched its own self-developed soju brand named ‘Dalho.’
While alcohol sales in the United States are declining as they are in Korea, projections indicate that Korean-style soju will see increased sales. This is driven by growing interest in K-pop, films, dramas, and other cultural content, which translates into demand to experience unique Korean foods and drinks. Global market research firm IWSR predicts that soju sales in the U.S. will grow at an annual average rate of 16% between 2024 and 2029. This contrasts sharply with the forecast that overall U.S. distilled spirits sales will decline by 2% during the same period.
A domestic liquor industry official stated, “Although Korean-style soju still holds a relatively small absolute share of the U.S. market, it is gaining significant attention among younger generations recently due to its influence on Korean culture.”
in LIVING
