Once overshadowed by mainstream choices like soju and beer, traditional Korean alcohol has experienced a resurgence since the early 2020s.
The market for traditional drinks in Korea grew from 62.7 billion won (US$43.8mil) in 2020 to 147.5 billion won in 2023, and the trend appears to be continuing, with major department stores reporting double-digit on-year increases in their traditional alcohol sales in 2024.
