SEOUL, South Korea, Dec. 4, 2024 — The popularity of APT games in Korea is expanding globally, boosted by hit songs from renowned K-pop artists. This surge in APT game popularity has driven increased interest in Korean soju, particularly JINRO Soju from HiteJinro, already a favored drink for the game in Korea. Songs such as “APT.” by ROSÉ and Bruno Mars have heightened soju’s appeal, especially the Jinro brand, introducing Korean culture and beverages to Gen Z and millennial audiences internationally. Showcasing Korean drinking games and soju’s allure, the song has attracted new fans globally, encouraging them to explore Korea’s beloved Jinro soju and the art of somaek—a popular soju-beer mix.

Soju, especially Jinro, has been a cornerstone of Korean culture since its 1924 debut. Its smooth texture, diverse flavors, and moderate alcohol content have captivated all generations in Korea, and it has recently shown remarkable global growth. In 2022, Jinro achieved $100 million in exports, showcasing its international appeal, with a 126% annual sales increase from 2017 to 2023. This enduring popularity, fueled by growing interest from Gen Z and millennials, cements Jinro’s status as a global icon.

Younger demographics are drawn to authenticity, and Jinro soju has become a window into Korean society. Soju’s prominent presence in Korean dramas, coupled with K-pop’s worldwide reach, has made it a cultural symbol. Once primarily enjoyed in Korea, it’s now part of a novel social experience, driven by innovative Jinro marketing strategies and social media impact.

Jinro has leveraged YouTube and other platforms to share engaging content, ranging from food pairings to somaek mixing tutorials. These initiatives allow fans to fully immerse themselves in Korean drinking culture, regardless of location.

A key element of Korean drinking culture is somaek, a soju-beer combination that has captivated international fans. Its adaptable mixing techniques and personalization options offer a hands-on approach to experiencing Korean culture. With endorsements from stars like Rosé, somaek is rapidly building a global following.

Through “APT., ” Rosé and Bruno Mars have ignited renewed global interest in Korean drinking culture, with Jinro soju now central to this cultural exchange. Korean traditions, like somaek, are being celebrated, providing international audiences with a taste of Korea’s unique blend of tradition and contemporary pop culture—one soju at a time.

As Jinro and soju’s popularity continues to climb, Korea’s impact on worldwide drinking trends is poised for even greater recognition, creating a connection for fans to explore and appreciate authentic Korean experiences.

 

SOURCE HITEJINRO