Foreigners Also Enjoy 'Pajeon and Makgeolli'... K-Makgeolli Sees Rapid Growth Fueled by the Korean Wave [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 NoteInterest 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, far beyond a select group of enthusiasts. [K-Holic] highlights the 'Korean Wave' that is being spotted globally and examines why international consumers are focusing their attention on Korea.

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

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

"Known for its sweet and tangy flavor"...Tourists share Makgeolli reviews

Recently, among overseas tourists, content introducing Makgeolli bars and traditional liquor culture in Seoul has been widely shared on social networking services (SNS). As a result, a variety of fruit-based Makgeolli, such as those made with strawberries, as well as Korean-style drinking customs like "Pajeon and Makgeolli," have been drawing attention together.

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

In fact, tourists are sharing their experiences of trying Makgeolli while traveling in Korea through Instagram, TikTok, and other platforms. One 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," and adding, "It felt similar to a sweet, carbonated Ayran (yogurt drink)."

Another Chinese tourist recommended a popular honeycomb Makgeolli restaurant in Seoul, saying, "It was so tasty that even people who can't handle alcohol could enjoy it without feeling overwhelmed," and added, "It had a sweet flavor."

Healthy Fermented Beverage Image...Makgeolli Market Sees Rapid Growth

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Makgeolli is a traditional Korean liquor made by fermenting grains, using a process that mixes rice, nuruk (fermentation starter), and water. Its distinctively savory taste and refreshing effervescence set it apart. Recently, the unique identity of being a traditional Korean liquor, combined with an image as a healthy fermented beverage, has further sparked interest among international consumers.

Makgeolli is known to be rich in probiotics, protein, dietary fiber, and vitamins (B, C, and D). Notably, a single bottle (700 mL) is said to contain approximately 7 to 8 billion probiotics, which can help support gut health, making this a key factor in its popularity. This matches the global consumer trend that prioritizes health and wellness.

Riding this wave of interest, the Makgeolli market is also growing rapidly. According to market research firm Grand View Research, the global Makgeolli market size is estimated at USD 559.3 million in 2024. The market is expected to grow at an average annual rate of 7.6% from 2025 to 2030, reaching USD 863.1 million by 2030.

'Pajeon and Makgeolli' Culture in K-Dramas Also Drives Popularity

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Industry insiders also see the spread of the Korean Wave as one of the drivers of Makgeolli market growth. The scene of "enjoying Pajeon and Makgeolli on a rainy day," as naturally portrayed in Korean dramas and variety shows, has become a symbol of Korean drinking culture for overseas consumers.

In fact, on Reddit, the largest online community in the United States, a post once asked, "Why do Koreans crave Pajeon and Makgeolli whenever it rains?" At the time, users responded with explanations such as "The sizzling sound when frying Pajeon is similar to the sound of rain," and "It's a uniquely Korean custom passed down through generations."

Meanwhile, Makgeolli producers are planning new products targeting younger generations who prefer low-alcohol and distinctive flavors. Jipyeong Brewery launched 'Jipyeong Matcha' and 'Jipyeong Lychee,' featuring the flavors of matcha and tropical fruit lychee, in March to target the North American market. Earlier, in December last year, Seoul Jangsoo collaborated with fermented beverage company Teazen to release 'Teazen Kombucha Lemon Makgeolli.'

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