From humble beginnings to being the world’s bestselling spirit—get to know the story behind soju
BrandedUp in partnership with HiteJinro
Soju—that distinctly South Korean alcoholic drink in its signature green bottle—has become so ubiquitous, even non-K-pop or K-drama fans already know what it is. It is now so commonplace in the country that it can give your good old local gin or beer a run for their money.
But have you ever wondered what the story is behind South Korea’s beloved and most consumed alcoholic drink? Beyond heartbroken K-Drama second leads drinking bottle after bottle in a pojangmancha while a moving OST blares in the background—what is this drink that has become a global sensation?
A short history of soju
Soju, which literally translates to “burned liquor,” traces its origins to the 13th century Goryeo period when Mongol invaders led by Genghis Khan brought the Levantine distilling technique from Arabia to the Korean Peninsula.
Korean alchemists soon began trading with Arabs and started developing their own distilling methods. Over time, soju was born by distilling alcohol from fermented grains, most commonly rice.
Interestingly, some time in the ‘60s, using rice to distill soju was prohibited by the South Korean government because of a war and a nationwide shortage. This did not discourage soju distillers from churning out the well loved spirit though. They instead adapted by using sweet potatoes and other starches.
The ban was eventually lifted in 1999, and nowadays, Jinro Soju is made using rice, barley, and tapioca.
Thanks to the phenomenal popularity of Korean entertainment globally, this clear and freshly distilled beverage has become one of Korea's largest exports and among the most popular choices of alcohol in the world.
In the Philippines, it’s no longer unusual to see friends enjoying a night out with these green bottles be it in a samgyupsal joint or house party.
Becoming the world’s bestselling spirit
But just how many soju brands are there?
Some of the soju brands you will find in the market include Jinro, Chum-churum, Goodday, So Nice, and others. Among these competing brands, though, Jinro emerged as the world’s number one spirit.
It has bested innumerable other brands from different countries for 20 consecutive years—yep, since 2002—and counting. It sold 86.3 million cases in 2019 alone, more than any other liquor brand in the world. It sells more bottles than the second- and third-place soju labels combined.
The brand’s cumulative sales are about a whopping 33 billion bottles. If we lay this number of bottles in a single line it will be enough to scale Mount Everest, the highest mountain in the world, 800,000 times!
Launched almost a century ago in 1924, Jinro Soju’s popularity sees no signs of slowing down. Its sales volume continues to increase every year. And as a testament to its exceptional authentic taste and quality, it has also bagged numerous awards at the International Spirits Competition.
Part of its popularity lies in its versatility. It is best served chilled and often consumed straight. But you can also get creative with it. It can be mixed in cocktails, even coffee. It goes well with a wide range of dishes, too, not just Korean. You can enjoy it with fried chicken, seafood, sisig, anything grilled, or your just go-to pulutan.
Local versus authentic Korean soju
Soju’s popularity has a downside, though. As in products that have become famous, some inferior brands have sprouted to try and take their share of the market.
There are local brands, for example, which claim to be authentic Korean soju—using the same green bottle and adopting similar labels. Many consumers unwittingly end up buying these copycats.
So how does one identify which soju is the real deal? Don’t just get any random green bottle off the shelf or the refrigerator!
To experience honest to goodness original soju, be more discerning. Look for the Jinro Soju label with its trademark toad logo for a taste not only of an impeccably distilled spirit but also of a great and rich heritage.
***
Editor’s Note: BrandedUp is designed to provide you with insightful, inspiring and educational content created by PhilSTAR L!fe in collaboration with brands like HiteJinro.