"Not Soju, But Makgeolli"... The Unexpected Rise of K-Alcohol Led by Foreigners [K-holic]

Interest in Makgeolli, Known as “Rice Wine,” on the Rise

Boosted by Its Healthy Fermented Image and the Korean Wave

Market Expected to Grow at an Average Annual Rate of 7.6% Through 2030

Editor's Note
Interest in Korean culture is rapidly growing around the world. Korean-related products and content, such as K-Food and K-Beauty, are permeating the everyday lives of overseas consumers, moving beyond a niche group of enthusiasts. [K-holic] sheds light on the "Korean wave" observed across the globe and explores why international consumers are increasingly focusing on Korea.

"Why do Koreans eat Pajeon and drink Makgeolli on rainy days?"

Makgeolli, often referred to as Korea's "rice wine," is experiencing rapid growth in the global alcoholic beverage market. As the Korean Wave gains momentum, interest in Korean food culture is also increasing, leading more consumers to seek out traditional Korean liquors. In particular, Makgeolli's relatively low alcohol content, unique color, and flavor seem to align well with global consumer trends that pursue new food and beverage experiences.

A scene where YouTuber British Guy invites Hollywood actor Ryan Reynolds to introduce Makgeolli and Pajeon. Screenshot from the YouTube channel British Guy's video "Deadpool's First Reaction to Trying Korean Alcohol and Snacks!?"

"Its Sweet and Tangy Flavor Stands Out"... Tourists Share Makgeolli Reviews

Recently, content introducing Seoul's Makgeolli bars and traditional liquor culture has been actively shared among overseas tourists on social networking services (SNS). As a result, various fruit-based Makgeolli, such as those made with strawberries, and Korean drinking customs like "Pajeon with Makgeolli" are also gaining attention.

The photo is unrelated to specific expressions in the article. Pixabay

In fact, tourists are sharing their experiences of trying Makgeolli during their trips to Korea through platforms like Instagram and TikTok. A Russian traveler posted a video of drinking Makgeolli at a traditional market, describing it as "Korea's traditional liquor, characterized by its milky color, subtle carbonation, and sweet-and-tangy flavor," adding, "It felt like a sweet, carbonated Ayran (a yogurt drink)."

Another tourist from China recommended a famous honeycomb Makgeolli spot in Seoul, commenting, "It was so delicious that even people who can't handle alcohol could enjoy it without any burden," and noted "It had a sweet flavor."

A Healthy Fermented Beverage Image... Growth of the Makgeolli Market

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Makgeolli is a traditional Korean alcoholic beverage made by fermenting grains, typically using a mixture of rice, nuruk (a fermentation starter), and water. It is known for its distinct savory taste and refreshing fizz. Recently, in addition to its identity as a traditional Korean liquor, its image as a healthy fermented beverage has drawn increased interest from international consumers.

Makgeolli is known to be rich in probiotics, protein, dietary fiber, and vitamins (B, C, and D). Notably, a single 700mL bottle contains about 7 to 8 billion probiotics, making it particularly beneficial for gut health—one of the factors behind its popularity. This aligns with global consumer trends that prioritize health and wellness.

Buoyed by this growing interest, the Makgeolli market is expanding rapidly. According to market research firm Grand View Research, the global Makgeolli market was estimated to be worth 559.3 million dollars as of 2024. The market is projected to grow at an average annual rate of 7.6% from 2025 to 2030, reaching 863.1 million dollars by 2030.

"Pajeon and Makgeolli" Culture in K-Drama Also Boosts Popularity

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Industry experts also cite the spread of the Korean Wave as one of the drivers behind the growth of the Makgeolli market. The scene of "eating Pajeon and drinking Makgeolli on rainy days," naturally featured in Korean dramas and variety shows, has become symbolic of Korean drinking culture among international consumers.

In fact, a post titled "Why do Koreans eat Pajeon and drink Makgeolli whenever it rains?" once appeared on Reddit, the largest online community in the United States. At the time, users offered explanations such as "because the sizzling sound of cooking Jeon resembles the sound of rain" and "it's a unique tradition passed down in Korea."

Meanwhile, Makgeolli producers are planning new products targeting younger generations who prefer low-alcohol beverages with distinctive flavors. Jipyeong Brewery launched "Jipyeong Matcha" and "Jipyeong Lychee," which feature notes of matcha and tropical lychee, in March this year to target the North American market. Previously, Seoul Jangsoo collaborated with fermented beverage company TEEZEN in December last year to launch "TEEZEN Kombucha Lemon Makgeolli."

This content was produced with the assistance of AI translation services.