Bohae has partnered with Kian84 to create a new line of shochu.Image: Courtesy of Bohe
aAlcohol consumption in South Korea has traditionally been part of the work culture. Over the years, employees were regularly invited to drinking parties by their bosses. Now that attitudes toward alcohol consumption are changing, especially among the younger generation, alcohol manufacturers are working with entertainment companies to try to reach out to consumers in this demographic.
South Korea’s corporate culture has long encouraged the practice of compulsory alcoholic outings with co-workers that can last late into the night. . Gone are the days of institutionalized drunkenness with your boss. Young people in this country are trying to maintain a balance between their personal and professional lives while reducing their alcohol consumption (somewhat).
However, people living in K-Pop’s hometown still consume large amounts of alcohol. According to a report by analytics firm Fitch Solutions, alcohol-related spending will grow 8.3% in 2021 compared to the previous year. This is despite restrictions and temporary closures of drinking establishments related to the Covid-19 crisis.
One of the reasons for this is the habit of ‘heomsul’, the tendency to drink alone at home. This phenomenon is particularly prevalent among young people in South Korea and affects their preferences regarding alcohol. Especially recommended is fruit wine. More original than its grape cousin, more fashionable than its fruit liqueur, it’s hugely popular in Asia. “The consumption of [liquors such as] Fruit wine is changing from a drink enjoyed on special occasions to a drink enjoyed alone at home and sometimes with the family,” South Korea’s Ministry of Food and Drug Safety said in a statement provided by Food Navigator.
wine and artist
Nevertheless, the alcohol industry is working hard to win over millennials and Generation Z. They are from the US, UK and even Japan. As such, the industry is using pop culture to convince them of alcohol’s “cool” potential.
Bohae, a Mokpo-based spirits group, recently partnered with hit webtoon creator Kian84 to create a new line of soju. is described by sake makers as “the world’s smallest exhibition”. Their labels feature pictures of Kian84’s most iconic characters.
Alcohol lovers can scan their QR code to learn more about this artistic collaboration. This is a communication coup. Many wine and spirits brands have become accustomed to working with creators from all walks of life, including painters, designers, stylists, street artists and musicians, to increase their visibility among young, culturally passionate consumers. I was.
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Another tactic the alcohol industry uses to attract younger consumers is investing in celebrities. One example is K-pop singer-rapper Jay Park, who launched the second product of his own liquor brand, Won Soju Spirit, in July. The first won soju was a huge success. According to the Korea Times, this Korean rice wine sold 20,000 of his bottles in its first week on sale in February.
Jeju Beer Company, South Korea’s leading craft beer maker, wants to create a similar story at AOMG Our Ale. This collection of “musical” beers was created in partnership with record label AOMG. Each tin of this limited edition contains a QR code that gives access to playlists featuring artists from the label such as Simon Dominic and Lee Hi. Providing a beer soundtrack might be a welcome idea for young Korean consumers.
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