"Spectacular Comeback in Korea": Japan Cheers as Japanese Beer Hits Record-High Imports Thanks to MZ Generation

Japanese Beer Imports Hit All-Time High Last Year
Rising Exchange Between Two Countries Spurs Increased Consumption Among Young Koreans

Japanese beer, which was the symbol of the 2019 "No Japan" (boycott of Japanese products) movement, is regaining popularity in Korea. This trend is analyzed as a result of improved relations between Korea and Japan, as well as increased exchanges between the two countries, which have led to a rise in young Koreans who prefer Japanese beer.

Japanese beer, which was the symbol of the 2019 'No Japan' (boycott of Japanese products) movement, is regaining popularity in Korea. Getty Images

On March 23, Jiji Press of Japan reported, "Japanese beer is making a spectacular comeback in Korea," adding, "Last year, imports of Japanese beer reached an all-time high."

Korea’s imports of Japanese beer reached USD 78.3 million (approximately 118.4 billion won) in 2018, but plummeted after the Japanese government imposed export restrictions in 2019, which sparked a boycott movement. By 2020, the figure had dropped to USD 5.67 million (about 8.6 billion won). Some convenience stores in Korea even removed Japanese beer from their shelves. However, starting in 2021, partly due to the impact of COVID-19, Japanese beer imports began to recover, and last year, the total reached USD 79.15 million (approximately 119.8 billion won), marking the highest level in seven years.

Despite being priced about 30~60% higher than Korean beer, last year Sapporo Beer’s sales in Korea increased by 83% compared to the previous year. The Asia Business Daily Database

The industry cites improved Korea-Japan relations and increased travel as the key reasons behind the resurgence in popularity of Japanese beer. Korean visitors to Japan experienced local beer, which led to an increased appreciation of its value, resulting in higher consumption. Despite being priced about 30 to 60 percent higher than Korean beer, last year, Sapporo Beer’s sales in Korea increased by 83 percent compared to the previous year.

In fact, the number of people traveling between the two countries has surged since COVID-19 restrictions were eased, exceeding 12 million in 2024 and 13 million last year—both record highs. Traveling to Japan remains consistently popular among Koreans, and the number of flights is also increasing.

The industry cites improved Korea-Japan relations and increased travel as the background for the resurgence in popularity of Japanese beer. Korean visitors to Japan experienced the beer locally, which led to an increased appreciation of its value, resulting in higher consumption.

There is also a growing number of Koreans with a positive perception of Japan. According to a survey by the East Asia Institute last year, the percentage of Koreans with a favorable view of Japan reached 52.4 percent, the highest since the survey began in 2013. Jiji Press reported, "Even Korean media are now saying that 'No Japan is a thing of the past.'"

The increase is not limited to beer; consumption of Japanese food is also rising. The Japanese izakaya franchise "Torikizoku" opened its first store in Hongdae, Seoul, in 2024, and opened a new branch just six months later. The company is also planning to launch a fourth location this year. A representative from Torikizoku Korea stated, "On weekends, waiting times often exceed 100 minutes. In the past, attempts to bring authentic Japanese flavors to Korea often failed, but recently, with more consumers having direct experience in Japan, authentic Japanese tastes are now being accepted as they are."

Choi Eunmi, Senior Fellow at the Asan Institute for Policy Studies, told Jiji Press, "As the tendency among young Koreans to embrace foreign food and culture has grown, the share occupied by Japanese culture has also increased. The desire to continue the experiences from their trips to Japan is driving consumption in Korea as well."

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