Overview: In an era where domestic drinking populations for soju and beer are declining, baijiu is experiencing a significant surge in popularity among younger consumers in Seoul. Record-breaking import values are expected to surpass $17.51 million this year as specialized venues expand across Seocho-gu and Yongsan-gu. The trend is driven by the expansion of Chinese cuisine and a shift toward diverse, high-quality alcohol options.
The Full Story
Specialized venues like ‘Baijiujuwan’ in Shinsegae Gangnam offer curated “small cup courses” paired with Chinese cuisine, ranging from an ‘Experience Course’ to a ‘Premium Course.’ The ‘Experience Course’ features brands such as Fenjiu, Luzhou Laojiao Erguotou, Shifengjiu 5-Year-Old, and Maotai Chun. Meanwhile, the ‘Premium Course’ showcases Qinghua Fenjiu 30-Year-Old, Luzhou Laojiao Guijiao 1573, Shifengjiu Blue 30-Year-Old, and Maotai Jinwangzhu.
In Yongsan Samgakji, ‘Malakushi’ operates as a baijiu-focused izakaya offering over 30 types of baijiu and light ‘baijiu highballs.’ Customers often take photos of hard-to-find ‘Mengjialan Handmade Half’ empty bottles at this location. Major domestic liquor companies, such as HiteJinro, are expanding into the baijiu market to capitalize on the growing demand.
Production & Profile
Each liquor comes with a card explaining its aroma and taste, categorized by type: ‘Qingxiang’ (fresh and clear), ‘Nongxiang’ (fragrant fruity notes), and ‘Jiangxiang’ (rich, heavy soy sauce aroma). The smooth finish of the spirit can lead to quick intoxication. It is often paired with Sichuan-style cold chicken salad ‘Gusu-jye’ and ‘Eohyang Gaji Shrimp Fry.’ Dishes including Zhu Maoyu Naengban, Jeongabok, and Eohyang Gaji Saewu Ttum are arranged in stores like Gaoliangju Store Shinsegae Gangnam Branch.
What This Means
Baijiu is increasingly competing with established whiskey brands like Johnnie Walker and Valentine in the duty-free market. Experts interpret this phenomenon as driven by the expansion of Chinese cuisine, where notable restaurants increased and dishes loved by those in their 20s and 30s, like mala, hot pot, and skewers, grew significantly.
Consumer Takeaway
This release offers drinkers access to a diverse range of gaoliang liquor that pairs well with meals, filling the gap between cheap tasteless soju and expensive whiskey. Young people are drinking any good-tasting alcohol in an era where overall consumption is declining, making these bottles a significant addition for enthusiasts seeking variety beyond traditional options.
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