Traditional Liquor Surpasses Chamisul... Seven Eleven's 'Yoon Namno Bokdamju' Becomes Top Seller

Traditional Liquor Sales Up 55%
36% of Sales Accounted for by Customers in Their 20s and 30s

The number of young people and foreign tourists seeking traditional liquor at convenience stores is increasing.

Seven Eleven announced on August 14 that sales of traditional liquor from January 1 to August 12 of this year rose by 55% compared to the same period last year. Compared to five years ago in 2021, the figure has increased sevenfold. The share of customers in their 20s and 30s in traditional liquor sales has also reached 36%, up 8 percentage points from five years ago.

Provided by Seven Eleven.

Consumption of traditional liquor by foreign tourists is also on the rise. Sales of traditional liquor to foreigners at Seven Eleven increased by 90% in 2024 compared to the previous year, following a 68% increase last year and a 48% rise so far this year. A representative from Seven Eleven explained, "As the number of foreign tourists visiting Korea in the first half of this year exceeded 10 million, growing interest in Korean food culture is translating into increased consumption of traditional liquor."

Among the younger generation, enjoying tradition with a modern twist—known as the "Hip Tradition" trend—has become a distinct consumer culture. Additionally, as the "Sober Curious" movement, which favors enjoying alcohol in moderation rather than intoxication, spreads, traditional liquors with lower alcohol content and unique flavors are gaining attention.

Recently launched by Seven Eleven in collaboration with Chef Yoon Namno, "Yoon Namno Bokdamju" is a bokbunja wine made from Gochange bokbunja berries and mixed with condensed milk for a sweet and smooth taste. The alcohol content is reduced to 7%. Within just a week of its release, Bokdamju became the top seller in Seven Eleven’s traditional liquor category, surpassing the previous leader "Chamisul." The packaging featuring Chef Yoon Namno’s face and promotional activities on YouTube contributed to its popularity, and recently, a new trend of mixing Bokdamju with "Polapo" ice cream has spread on social media platforms.

Traditional liquors featuring unique ingredients are also maintaining their popularity. "Mikkulmak (Misugaru Honey Makgeolli)," released by Seven Eleven in June, is a makgeolli made with misugaru (roasted grain powder) and honey, surpassing cumulative sales of 100,000 bottles. Since the second half of last year, matcha makgeolli "Matchamak," strawberry yogurt-flavored "Alttalmak," and "Yoonjumak" developed in collaboration with a traditional liquor chef have collectively sold over 300,000 bottles.

Kim Yooseung, the beverage and liquor team MD at Seven Eleven, stated, "Traditional liquor is becoming a new culinary experience among young people and foreign tourists," adding, "We will continue to introduce premium traditional liquors made with unique recipes and distinctive ingredients."

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