Soju is most recognized Korean alcoholic drink, survey shows
“Hansik,” or Korean food, continues to gain awareness internationally with soju (a Korean clear distilled alcoholic drink) and bibimbap (rice mixed with meat and vegetables) leading the surge in popularity, according to the latest Korean Food Promotion Institute findings.
The institute’s “2023 Overseas Korean Food Consumer Survey,” conducted on 9,000 adults in 18 major cities worldwide from last August to October, indicated a growing appetite for Korean flavors and culinary traditions globally.
Soju has emerged as the most recognized Korean alcoholic beverage among international consumers.
The survey showed that 41.1 percent of participants identified soju as a familiar Korean alcoholic drink, surpassing beer at 31.6 percent, fruit wine at 22.8 percent, “cheongju” (refined rice wine) at 17.9 percent and “takju” (raw rice wine) at 14.5 percent.
The drink’s popularity is most notable in Southeast Asia, where 62.7 percent of respondents said they recognize it.
Soju consumption over the past two years has increased by 1.4 percentage points, totaling a consumption rate of 47.9 percent among those surveyed.
Among the drinkers, 35.1 percent cited taste as the reason for drinking Korean alcoholic drinks, while 16 percent said recommendations by others, and 15.5 percent said their appearances on K-dramas and movies.
Korean home meal replacements (HMR) are also capturing attention worldwide. According to the survey, 39.2 percent of respondents are now familiar with these convenient meal options, marking a slight increase from last year. Impressively, 85.7 percent of those familiar have tried Korean ready meals.
Leading the pack, bibimbap claimed the top spot as the favorite with 22.8 percent of the vote, closely followed by “gimbap” (seaweed rice roll) at 19.1 percent, kimchi fried rice at 13 percent, “ramyeon” (instant noodle) at 11.5 percent and “jajangmyeon” (noodle with black bean sauce) at 4.9 percent, indicating a diverse preference for quick and tasty Korean meals.
Regional differences in familiarity with Korean cuisine were also noted in the survey.
Southeast Asia leads with the highest awareness and trial rates of Korean HMRs, suggesting a strong cultural affinity and acceptance of Korean food products.
North America, while less familar with Korean cuisine, showed a significant year-on-year increase in willingness to try Korean alcoholic beverages, rising by 12.1 percentage points.