Interest in Korean Soju, including Jinro, Soars with the Rise of APT Games and the Success of a Recent Musical Hit

The APT game, already a hit in Korea, is now gaining global attention, thanks in part to chart-topping singles by popular K-pop stars. As the game’s popularity grows, so does the global interest in Korean Soju, especially Jinro Soju from HiteJinro, which has long been the drink of choice for the game in Korea. Songs like APT. by ROSÉ and Bruno Mars have played a key role in driving this trend, shining a spotlight on Korean drinking customs and beverages for Gen Z and millennial audiences worldwide. The song’s imagery, featuring Korean drinking games and the allure of soju, has captivated fans globally, inviting them to experience Jinro Soju and the art of somaek — a popular soju-beer mix.

Jinro, a staple in Korean culture since 1924, is renowned for its smoothness, variety of flavors, and moderate alcohol content. Over the years, the brand has grown in popularity, particularly among younger generations. In 2022, Jinro reached a milestone of $100 million in exports, with annual sales growing by 126% from 2017 to 2023. As its global recognition expands, Jinro has become an icon of Korean culture, especially for Gen Z and millennials drawn to authentic experiences.

Soju’s presence in Korean dramas and K-pop’s international success has made it a cultural emblem, transforming it from a local favorite to a global social experience. Creative marketing strategies and the influence of social media have played a significant role in Jinro’s global growth, with the brand leveraging platforms like YouTube to share engaging content, including food pairings and somaek mixing tutorials. These efforts allow fans worldwide to immerse themselves in Korean drinking culture.

A standout feature of Korean drinking culture is somaek — a mix of soju and beer that has become a global sensation. Its customizable nature and interactive appeal make it a fun and engaging way for international fans to experience Korean traditions. Thanks to stars like ROSÉ, somaek has garnered a loyal following worldwide.

Through the success of APT., Rosé and Bruno Mars have ignited a renewed global interest in Korean drinking culture, with Jinro Soju at the heart of this cultural exchange. As Korea’s drinking customs, like somaek, are celebrated on the world stage, global audiences are gaining a deeper appreciation for the unique blend of tradition and modern pop culture, one glass of soju at a time.

As Jinro continues to rise in popularity, Korean influence on global drinking trends is set to expand even further, creating new opportunities for fans to explore and enjoy authentic Korean experiences.