SEOUL, Aug 22 — 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. Now that attitudes to alcohol consumption are changing, particularly with younger generations, alcohol manufacturers are teaming up with entertainment companies to win over this demographic of consumers.
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. This is despite restrictions and temporary closures of drinking establishments related to the Covid-19 crisis.
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.