Fruit soju exports near $100 mn as overseas demand surges

(Hite Jinro)

Fruit-flavored soju, which sells poorly in South Korea, is becoming a global hit with export sales expected to exceed 130 billion won ($91 million) this year.

At Hite Jinro Co.’s Jinro Discovery Bar event held at Regent’s Park in London in June, fruit soju was the most popular item. “More than 10,000 people gathered to taste our fruit soju,” a company official said.

The mellow taste and fruity aroma of the drink have lowered the “taste barrier” for foreign consumers, making it popular in markets such as the United States, Japan, and China, where cocktail culture is strong. As the domestic market stagnates amid sluggish consumer spending and declining company dinners, Korean liquor makers are ramping up fruit soju development and exports.

According to data analyzed by the Maeil Business Newspaper from the country’s two leading liquor companies, Hite Jinro and Lotte Chilsung Beverage Co., fruit soju exports already topped 100 billion won last year. Hite Jinro’s fruit soju exports rose from 60 billion won in 2021 to 88.4 billion won in 2023, while Lotte Chilsung’s exports climbed from 15.7 billion won to 25.2 billion won in the same period and are projected to reach the 30 billion-won range this year.

Hite Jinro currently exports six flavors — grapefruit, green grape, plum, and strawberry among them — and is developing new products, the company said. It is also building a liquor plant in Thai Binh Province, Vietnam, capable of producing five million cases annually.

Lotte Chilsung’s lineup includes nine varieties such as apple, apple mango, yuzu, peach, strawberry, plum, and yogurt. The company plans to use about 10 overseas factories operated by its subsidiary Pepsi Philippines for liquor production.