New Delhi: India has been recently obsessing over everything Korean with K-dramas, beauty, food, music, movies, and has now also entered the drinking culture. With a rise of love for Korean culture, Indians are becoming consumers of Korean spirits, which were once niche and hard to find. Whether the sweet tones of Soju paired with Korean food or the love of creamy and traditional Makgeolli, these spirits have been taking over the bar menus, replacing the bottles in home bars or becoming a part of special or weekend celebrations for all to come together.
The rise is not only due to the love for Korean celebrities, but also to following the trends of trying global experiences, adapting them and growing curiosity about taste and tones. As a result, retailers from Korea are showing interest in collaborating with the Indian market and introducing spirits to be available easily for Indian consumers, after seeing a rise in demand and to satisfy the ever-evolving beverage scene.
Why India is seeing rise in demand for Korean spirits
As per Kunal Patel, Managing Director of Monika Alcobev, who has recently partnered with Jinro, Number 1 Spirit, India’s rising demand for Korean spirits is driven by stronger cultural exposure, increased Asian travel and the growing influence of the Hallyu wave.
“K-dramas, K-pop and Korean cuisine have become mainstream, shaping preferences among younger consumers. A 2024 report showed that 84.5 per cent of Indians enjoyed Korean content, placing India among the fastest-growing markets for Korean cultural interest. At the same time, the boom in Omakase-style dining, izakayas and Korean karaoke bars has fuelled curiosity for Asian beverages. With this shift, Korean spirits, especially Soju, are gaining rapid traction, emerging as one of the most dynamic premium categories in India.”
What makes Korean spirits differ from Indian
The key difference between Indian and Korean spirits lies in their style, strength and drinking culture. Indian spirits are largely centred around whisky, rum and vodka, with a preference for strong, grain- or molasses-based liquids that are often consumed on their own or with mixers.
Korean spirits are lighter, smoother and designed to be enjoyed alongside food. Drinks like Soju and Makgeolli reflect Korea’s communal, meal-oriented drinking traditions and typically have a lower alcohol percentage, making them more sessionable and easy to sip.
Kunal Patel shares that one of the best ways to enjoy Soju is that it appeals to be more refreshing if served chilled. Traditionally in Korea, Soju is enjoyed ice-cold. Serving it at around 2–4°C is considered the most authentic and enjoyable way to experience it.
Indians’ love for Soju
Many Indian consumers appreciate how clean and neutral regular Soju tastes, which makes it easy to pair with food from any cuisine. They also find that because it is served cold, it goes down smoothly and feels easy to drink. Flavoured Soju has also received positive feedback for offering a wide variety of options to suit different moods. Overall, people enjoy that it is light, approachable and not heavy on the palate.
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