Korean soju, a clear, distilled liquor traditionally made from rice, has experienced a significant surge in popularity across the United Kingdom. This rise mirrors the growing appreciation for Korean cuisine and culture among British consumers.

Leading UK supermarkets, including Sainsbury’s, Tesco, and Lidl, have expanded their product ranges to include various soju brands. For instance, Sainsbury’s has introduced products like Jinro Chamisul Soju, which offers consumers the convenient access to this traditional Korean spirit.

Modern soju producers have introduced fruit-infused variants and creative packaging to appeal to younger audiences.

Flavors such as green grape, grapefruit, plum, and strawberry have become particularly popular. Brands like Jinro have capitalized on this trend, offering products like Jinro Green Grape Soju and Jinro Grapefruit Soju, which provide a sweeter, more approachable taste profile.

The rising interest in soju aligns with the broader wave of Korean cultural influence, often referred to as the “Korean Wave” or “Hallyu.” This encompasses the global popularity of K-pop, Korean cinema, and television dramas, which have collectively heightened curiosity about Korean culinary traditions.

According to a 2023 survey by the Department for Culture, Media and Sport (DCMS), 64.1% of British respondents expressed willingness to purchase Korean food and services, the highest rate in Europe.

HiteJinro, a leading soju producer, reports a remarkable average annual export growth rate of 73% to the UK over the past three years. This underscores the expanding market and the increasing acceptance of soju among British consumers.

Industry experts suggest that the innovative approaches of Korean drinks brands, including the introduction of single-serving flavored options and appealing packaging, have significantly contributed to this upward trend.