South Korean alcohol companies are looking to pop culture to boost sales

SEOUL– Alcohol consumption in South Korea has traditionally been part of work culture. For many years, employees were regularly invited to drinking parties by their superiors.

However, people living in the home of K-Pop remain big consumers of alcohol. Alcohol-related spending rose 8.3 per cent in 2021 compared to the previous year, according to a report by analysis firm Fitch Solutions. Bohae, a Mokpo-based spirits group, recently partnered with hit webtoon creator Kian84 to create a new line of soju. The limited edition bottles, titled “Yeosu Night Sea,” are described by the liquor maker as “the world’s smallest exhibition.” Their labels feature Kian84’s drawings of some of his most iconic characters.Alcohol aficionados can scan the QR codes on them to find out more about this artistic collaboration, which is a communication coup.

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