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Have you heard the news that makgeolli is doing well in the United States these days?
While makgeolli had temporarily lost ground to highballs and wine in Korea,
it is now gaining attention overseas as a healthy alcoholic beverage that pairs well with K-food.
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Makgeolli is quietly making its way into the US market
Following the global craze for K-food, Korean soju and fruit soju have gained popularity, raising expectations that Makgeolli could also establish itself as part of the 'K-alcohol trend' in overseas markets. Getty Images
원본보기 아이콘In 2023, Korea's makgeolli exports to the United States reached approximately $2.76 million.
This represents a 7.9% increase from the previous year,
indicating that more local consumers in the US are seeking out makgeolli.
Certain brands are especially standing out.
Jipyeong Brewery introduced its products in California and Texas for the first time this year,
while Seoul Jangsoo saw a 34% increase in exports by promoting its US-exclusive product 'Jangsoo 90'.
'1000 Billion Probiotic Makgeolli' by Kooksoondang is gaining popularity with its functional concept,
and Baesangmyun Brewery has also entered Wine & More with its brands 'Neulbom' and 'Simsul'.
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Why now, and why the United States?
This trend is driven by the K-food boom and the popularity of low-alcohol beverages.
Because makgeolli is a fermented drink made from rice, it is gluten-free,
and is also associated with health benefits due to its probiotics and polyphenols.
As a result, consumers see it as an appealing, less burdensome alternative to other alcoholic drinks.
Its compatibility with Korean cuisine is another important factor.
Kimchi, jeon, bibimbap, bulgogi...
For people enjoying Korean food in the US,
makgeolli is a natural pairing.
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Makgeolli, once pushed aside in Korea, is finding its identity overseas
In recent years, the Korean alcohol market has been swept up by the highball and whiskey craze.
Makgeolli also suffered from perceptions of being 'old-fashioned' or 'heavy'.
However, the story is different in overseas markets.
Makgeolli is once again being recognized as an alcoholic beverage with a distinctly Korean identity.
This is not just a passing trend, but a change driven by brand strategy, product development, and the expansion of distribution channels.
Industry insiders say, "In Korea, the demand for makgeolli is decreasing as consumers diversify into whiskey, highballs, and other alcoholic beverages, but overseas, more customers are seeking out makgeolli thanks to the K-food boom."
"In the US market in particular, makgeolli is becoming established as the next K-alcohol after soju, as it is known to contain not only probiotics but also polyphenols, which are antioxidants."
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After soju, is makgeolli next?
Following the global craze for K-food, Korean soju and fruit soju have gained popularity, raising expectations that makgeolli could also establish itself as part of the 'K-alcohol trend' in overseas markets. Getty Images
원본보기 아이콘While soju was the first to enter the global market,
makgeolli is now aiming for a more premium and differentiated position, albeit a bit later.
This trend is just beginning.
Functionality, trends, and pairing with Korean food have created new opportunities.
Our traditional drink makgeolli is now looking beyond the limits of the domestic market to discover new possibilities on the global stage.
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Reporter Han Yeju dpwngks@asiae.co.kr
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Edit Oh Hyunyoung hyun05@asiae.co.kr
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