As of 2024-2025, the soju preferred by Koreans is predominantly diluted soju, characterized by a low alcohol content of around 16% and zero sugar. HiteJinro's "Chamiseul" maintains its unwavering lead, while Jinro (Jinro Is Back) and Saero form the top ranks.
1. Types of soju and alcohol content (as of 2025)
The recent trend in soju is 'low alcohol content' and 'health (zero sugar)', with the alcohol content mostly lowered to 15-16 degrees.
1-1) Chamisul Fresh(by Hite Jinro): 16.0 degrees (the most representative popular soju)
1-2) Saero(like New by Lotte Chilsung Beverage): 16.0 degrees (leading the zero sugar trend)
1-3) Saero( Like the first time by Lotte Chilsung Beverage): 16.0 degrees (lowered from 16.5 degrees to 16 degrees in 2025)
1-4) Jinro (Hite Jinro): Around 16.0 degrees (Jinro Is Back series)
1-5) Daeseon: 15.9 degrees (low alcohol content among local sojus)
1-6) Joeun Day(Good Day by Muhak): 16.5 degrees (centered on low-altitude areas)
1-7) Chamisul Original: 20.1 degrees (for those who prefer higher alcohol content)
2. Soju Market Share by Brand (Domestic and Overseas)
As of 2023-2025, HiteJinro holds the top spot in the domestic soju market, with a market share of approximately 60%, led by Chamisul (including Jinro). Lotte Chilsung Beverage (Saero/Chu-Chu-Chu-Chu) follows with around 20%, creating a two-way competition. Overseas, HiteJinro is seeing strong sales in the US, Southeast Asia, and Europe, driven by increasing exports of fruit sojus.
2-1. Domestic soju market share by brand (as of 2023-2024)
* Hite Jinro (approximately 59.7% to 65%): Chamisul is the undisputed number one, and together with Jinro Is Back, it maintains an overwhelming number one position.
* Lotte Chilsung Beverage (approximately 17.9% to 23%): Showing an upward trend, recovering its market share to the 20% range thanks to the success of ‘Saero’.
* Local soju breweries (Muhak, Geumbokju, Daesun Distillery, etc.): The market share continues to decline, with less than 10%.
2-2) Current Status of Overseas Soju Market
* Market growth: Overseas sales are increasing by 42% in the UK and 15% in Southeast Asia, and fruit soju is particularly popular.
* Hite Jinro: It is sold on a large scale in the United States, Russia, China, Japan, the Philippines, etc. through overseas corporations.
* Main features: In overseas markets, Korean fruit soju is recognized as "K-liqueur" and has consistently achieved export performance exceeding 100 billion won since 2020.
3-1) Low-Alcohol: The alcohol content has been steadily decreasing from 17 degrees to 16 degrees, and recently to 15.9 degrees.
3-2) Zero Sugar: Soju, which emphasizes a clean taste by removing sugar, has become a mainstream drink, especially among the younger generation.
3-1) Increased interest in traditional liquor and distilled soju: In addition to regular diluted soju, interest in distilled soju is also increasing.
Note: Based on data from 2024-2025, HiteJinro's Jinro has been the world's best-selling distilled spirit for 24 consecutive years.
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