"Demand Expands to MZ Generation" Gmarket's Traditional Liquor Sales Up to 3 Times Compared to Last Year

Gmarket Traditional Liquor.

Traditional Liquor Sales Among People in Their 20s Increase by 63% Compared to Last Year, 30s See 78% Growth

[Asia Economy Reporter Yuri Kim] As more people enjoy home parties instead of year-end gatherings like year-end parties due to COVID-19, sales of traditional liquor available for online orders are increasing. Makgeolli, a representative traditional liquor, is gaining great popularity among young people as well.

Gmarket announced on the 15th that overall traditional liquor sales increased by 89% compared to the same period last year over the past month (November 13 to December 13). Makgeolli led the rise in traditional liquor sales, increasing nearly threefold (180%) during the same period. Following that, traditional soju representing various regions also saw a 127% increase in sales. Fruit wines made from various fruits rose by 29%, and liqueurs, a mixed liquor enjoyed in various flavors, sold 13% more.

By age group, the generation with the highest increase in demand for traditional liquor was those in their 40s, with sales more than doubling (102%) compared to last year. The demand for traditional liquor among the MZ generation (Millennials + Generation Z), those in their 20s and 30s, increased more sharply than among those in their 50s and 60s. During the same period, sales among people in their 20s and 30s rose by 63% and 78%, respectively, showing a larger increase than those in their 50s (60%) and 60s (46%).

Popular products on Gmarket include 'Baesangmyeonju Slow Village Raw Makgeolli' and 'Korea Appleez Geumgwa Myeongju Apple Brandy.' As traditional liquor receives positive responses, the unique product 'Makgeolli Damda Kit,' which allows consumers to make makgeolli themselves, is also gaining attention.

Various traditional liquor-related products are also becoming popular. Makgeolli cups sold 88% more during the same period. Makgeolli pitchers, which enhance the drinking experience when serving makgeolli, saw a 52% increase in sales. Ceramic soju bottles and ceramic soju cups, which add an emotional touch, sold 52% and 13% more, respectively.

Sales of convenient cooking kits that pair well with traditional liquor are also on the rise. Sales of various jeon (Korean pancakes) such as pajeon (23%) and assorted jeon (37%) increased, and bindaetteok (mung bean pancakes) sold 15% more. Soups that go well with traditional liquor, such as haemultang (seafood stew) (235%) and eomuktang (fish cake soup) (21%), are also popular. Simple side dishes like nogari (dried pollack) and meoktae (dried fish) increased by 27%.

A Gmarket official said, "As people reduce year-end gatherings and plan home parties instead, sales of traditional liquor available for online orders are surging," adding, "The increased interest among young generations due to introductions of regional traditional liquors on broadcasts and SNS also seems to have had a significant impact."

This content was produced with the assistance of AI translation services.