"From 'Elderly Drink' to Premium Beverage"... What Is Holding Back Makgeolli's Global Expansion?

Bloomberg: "Makgeolli Gains Popularity Amid Korean Wave"

Exports Peaked in 2022, Now on the Decline

"Short Shelf Life, Requires Refrigeration" Dilemma

While the traditional Korean alcoholic beverage Makgeolli is gaining international attention thanks to the Korean Wave, foreign media have pointed out that its short shelf life and the fragmented nature of the industry are hindering its expansion into the global market.

A photo to help understand the article showing middle-aged people drinking Makgeolli on Rakhee Street, Jongno, Seoul. Photo by The Asia Business Daily DB

On October 6 (local time), Bloomberg reported, "The global enthusiasm for K-content has led to a boom in Korean cuisine, and this tangy beverage, brewed on the Korean peninsula for around 2,000 years, is undergoing a remarkable transformation both at home and abroad."

Shed Its ‘Elderly Drink’ Image, Now Ranked Among ‘Natural Wines’

Bloomberg explained, "Makgeolli was once considered the least fashionable drink in Korea," attributing this perception to its reputation as a cheap, low-quality beverage enjoyed mainly by the older generation. However, recently this perception has changed. Food influencer Jonny Sheldrick, who has 1.1 million followers, commented, "Makgeolli was regarded as a cheap beverage for so long that hardly anyone understood what it truly was. There were hardly any attempts to promote it on the global market. Now, it has definitely established itself as a far more premium drink."

Makgeolli recommendation contents posted on social networking services (SNS). TikTok

This image makeover is thanks to younger consumers and celebrities. Bloomberg noted, "A culture of enjoying traditionally brewed alcohol has taken root among Korea’s youth," adding that international pop stars—including BTS member Jin—have become the faces of premium brands, lending star power to Makgeolli. Recently, premium craft Makgeolli has risen in popularity, being compared to 'natural wine.'

However, actual sales volumes remain small. Bloomberg pointed out, "Makgeolli sales are minimal compared to soju, not only in Korea but internationally as well." In fact, domestic exports have even declined. Makgeolli exports peaked at 15,396 tons in 2022, up from 12,556 tons in 2020, but as of May 2025, exports totaled just 6,120 tons. The number of export destinations is also limited: Kooksoondang exports to about 60 countries, Seoul Jangsoo to about 25, and Jipyeong Brewing to 16—noticeably fewer than the 70 to 90 countries to which soju is exported.

Short Shelf Life, Fragmented Structure… "Mass Production Is Not the Answer"

Bloomberg identified distribution and production systems as reasons for Makgeolli’s slow global expansion. The outlet explained, "Makgeolli is at its most distinctive when it is fresh and unpasteurized, retaining live yeast and natural microorganisms." Consequently, Makgeolli has a short shelf life and requires strict refrigerated distribution. The report added, "Many local Makgeolli breweries in Korea operate as small, family-run businesses with limited production capacity, marketing budgets, and export capabilities." This, it stated, is a key challenge to Makgeolli achieving the consistent quality and global brand recognition established by soju.

The industry is seeking solutions. Some companies are now producing Makgeolli locally in the United States and other countries to overcome export barriers. Domestic producers have also asked the government for support in developing pasteurized Makgeolli, subsidizing refrigerated logistics costs, and promoting Makgeolli in conjunction with K-content.

Nonetheless, Bloomberg argued that mass production is not the answer. The outlet asserted that "the living enzymes, unpredictable microorganisms, and diverse cultivation methods that make standardization difficult are precisely what give Makgeolli its individuality." Mass-producing Makgeolli as a global alcohol brand, it suggested, could actually undermine the very qualities that are attracting a new generation of fans to this drink.

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