Updating Soju Market Share-Soju Preferred by Koreans and Sales Rankings

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. Key Trends

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.

Top 6 Best Soju Seller in Korea Sold 3.6 Billion Bottles in 2017 in Korea, About 70 Bottles/head.

 Sales Volume was recorded last year as WKW 3.7 trillion equivalent to US$ 3 billion in 2017. Major market leaders like Chamisul brand and Cheoeumcheoleom brand are taking majority as about 70%. While other brands based in country area were somewhat losing their market under major brand’s aggressive sales market.

Soju is typical and representing liquor to Korea which was principally distilled but nowadays changed to blending Soju. We call distilled Soju as traditional Soju and blending Soju as public Soju. Soju Sales result was turned out as 3,601,513 bottles based on 360ml botte in 2017, the Distribution Industries announced. This means Korean drinking about 70 bottles per head. This last year result was increased by 96,054,090 bottles and KRW 97.5 billion equivalent to US$ 81.25 thousand comparing to 2016. Please find followings are top 6 major shareholders highly ranking at local Soju market in 2017. 

 

1st Position: Chamisul Soju Brand by Hitejinro Co., Ltd.

This Soju has been produced in 1998 through four times filtering process with bamboo charcoal in order to reduce hangover element in the alcohol which is introducing as Fresh (16.9% alcohol) and Classic (20.1% alcohol). Any artificial raw materials or additives are not used but pure natural raw material and additives for the production. This Soju was sold in 2016 as 18,116,640 bottles which could be converted into KRW1,840,100,000,000 equivalent to US$ 9.2 billion which turned out as top position at local Soju market and taking market share more than half.   

2nd Position: Cheoeumcheoleom Soju by Lotte Chilseong Co., Ltd.

This Soju was introduced in 2006 by Doosan Doosan Liquor BG in Changwon City and sold and transferred to the Lotte Chilseong in 2009 which is still producing by Lotte Chilseong as a representing Soju brand. There are two brand series as Jihancheoleom (20% alcohol) and Cheoeumcheoleom (16% alcohol) which means as “Gentle as the begining” and cocktailed Soju with fruit juice like peach or citron or lime or apple. This Soju was sold in 2016 as 634,342,920 bottles which could be converted into KRW638,500,000,000 equivalent to US$ 532 million which turned out as 2^nd position at local Soju market and taking market share as about 17.5%.

3rd Choeumday Soju by Mukak Co., Ltd.

Muhak was found in 1929 in Masan City, southern area of Korea and started to introduce Whit brand Soju, 19% alcohol. But Muhak launched sister brand as Joeunday, 16.9%  alcohol in 2006 taking into account drink trend changing to light Soju. They later launched cocktail brand Joeunday as Red, Blue , Yellow and Pink in reference to competitor’s success of Cheoeumcheoleom cocktail Soju. This Soju was sold in 2016 as 463,800,000 bottles which could be converted into KRW 463,800,000,000 equivalent to US$ 387 million which turned out as 3rd position at local Soju market and taking market share as 12.74%.

4th Charmsoju by Kumbokju Co., Ltd.

Samsung Musan produced Soju in Daegu City in 1958 and changed to company name as Kumbokju in 1975 which was merging several Soju companies around Daegu and moved their factory to Jangdong in Daegu. There are series of Charmsoju as Sunhan Charmsoju (16.9% alcohol), Charmsoju Original (17% alcohol) and Masineun. Charmsoju was sold 268,050,000 bottles in 2016 which could convert into KRW272,300,000,000 equivalent to US$ 227 million which turned out as 4^th position at local Soju market and taking share as 7.41%.

5th Position : Ijewoolinn by the Mckisscompany Co. ltd.

Mackiss Company has become the representative liquor company of Chungcheong Province since its establishment in 1973 under the name of Sunyang in 1974. Mackiss Company is the new name of Sunyang which combines Energy and Kiss. It means, "Let's do something that connects people and people happily. They firstly introduced blended Soju as O2 Linn (16.5% alcohol) which was later changed its brand name to Ijewoolinn (16.5% alcohol) in 2018.They are presently producing three different brand Soju as Ijewoolinn (16.5%  alcohol), Linn21 (21% alcohol) and Sarak (33% alcohol). Charmsoju was sold 125,010,000 bottles in 2016 which could convert into KRW127,000,000,000 equivalent to US$ 106 million which turned out as 5th position at local Soju market and taking share as 3.46%.

6th Position: Ipsaeju Soju by Bohae Co., Ltd.

Bohae was found in 1950 in Mokpo City, southern area of Korea and started to introduce Ipsaeju brand Soju, 17.8% alcohol in 2002. Thereafter they launched sister brand as Ipsaeju Brothers, 16.3% alcohol taking into account drink trend changing to light Soju. This Ipsaeju Brothers is become more major Soju position in Bohae time by time. Ipsaeju Soju was sold 117,360,000 bottles in 2016 which could convert into KRW119,300,000,000 equivalent to US$ 99.5 million which turned out as 5th position at local Soju market and taking share as 3.25%.