The soju story: How K-drama, K-pop helped popularize the iconic spirit
Fans of South Korean popular culture may have had their first encounter with soju through shows with drinking scenes or celebrities endorsing the beverage. And as entertainment media from the Asian nation began to captivate audiences across the world, soju inadvertently rode the “Korean wave” to international fame.
“As Korean culture and the entertainment industry gained worldwide recognition through the Hallyu wave, soju, closely related to the lifestyle of Koreans, naturally drew the curiosity of many consumers as it appeared in content,” said Hwang Jung-ho, managing director for overseas business at HiteJinro, a leading soju producer.
The revenge drama “Itaewon Class,” slice-of-life “My Liberation Notes” and romantic comedy “Business Proposal” are among the popular Korean shows that feature soju prominently, depicting the spirit as a staple of Korean drinking culture.
“When characters in content are seen enjoying soju, it often prompts viewers to seek out soju… This, I believe, has contributed to the popularity of soju,” Hwang told select Filipino journalists who recently went to HiteJinro’s distillery in Icheon City as part of a company-sponsored trip.