The surging popularity of makgeolli, a traditional Korean rice wine, has ignited a wave of overseas expansion by Korean businesses seeking to meet the soaring international demand for the beverage.
Reports from local sources indicate that the perceived immune-boosting qualities attributed to the “probiotics” present in makgeolli gained significant traction during the pandemic, propelling the drink’s consumption. This trend has further intensified the demand for makgeolli as an export commodity, particularly in Western countries where its popularity is on the rise.
In the past year, Kook Soon Dang Co, the leading makgeolli brewery and exporter, reportedly witnessed a near doubling of its makgeolli exports. The company’s sales value surged to KRW13.7 billion (approximately US$10.2 million), a substantial increase from KRW7 billion in 2019.
Insiders from the company revealed to local media that the export surge was catalyzed by the pandemic, with strategic marketing efforts playing a pivotal role. The company openly emphasizes that its products are rich in probiotics, which are purported to fortify the immune system.
The reports highlight Kook Soon Dang’s pivotal role in exporting makgeolli. The brewery, renowned for introducing canned makgeolli in 1993, has been at the forefront of global makgeolli exports. Presently, the company’s reach spans across more than 50 countries, with the United States emerging as its primary export market.
