Korean Soju Gaining Worldwide Attention with Bruno Mars and Rosé’s New Song
Newyork Central Post
3 min read
APT. Rose & Bruno Mars
From Jinro Soju to the art of somaek (soju and beer mix), Rosé and Bruno Mars’s “APT.” popularize Korean drinking culture among global fans.
The new song “APT.” born from the global collaboration between BLACKPINK’s Rosé and Bruno Mars, sparks fresh interest in Korean soju and drinking game culture. There’s a growing fascination with soju, especially Korea’s leading brand, Jinro. The synergy between K-pop and Korean soju shines a light on Korean culture on the global stage, particularly among Gen Z and millennials.
Korean Soju and APT.: Changing the Way We Drink and Enjoy Together!
“APT.” featuring Rosé, has become not only a musical hit but also a marketing phenomenon. As the song dominates Billboard Global Top 200 Chart, scenes of Rosé showcasing Korean drinking culture are piquing the curiosity of new fans, introducing them to Korea’s unique drinking traditions.
Soju Craze: Becoming a Beloved Drink Worldwide!
Jinro Soju, known for its unique smoothness, diverse flavors, and moderate alcohol content, is the best-selling spirit globally. As Korea’s representative drink, Jinro Soju has been loved by all generations since its inception in 1924. Jinro has led soju’s global success, achieving a remarkable export record of $100 million with Soju alone in 2022. From 2017 to 2023, it recorded an impressive 126% annual growth in sales, solidifying its position in the global market. Jinro has become a globally beloved brand among soju brands, establishing itself as a global icon loved by Gen Z and millennials.
The Secret Behind Gen Z and Millennials’ Love for Jinro and Soju!
Gen Z and Millennials value cultural authenticity. In Korean dramas, soju is an essential item, and now diverse content is flooding social media, showcasing ways to enjoy soju: drinking methods, drinking games, and even soju cocktails with various beverages. Through K-pop and social media, soju is becoming a symbol of exploring Korean culture. Beyond just representing Korean culture, Jinro is leading a new drinking culture of “fun and social drinking.” With creative marketing strategies, Jinro captivates the younger generation by sharing content on YouTube that features food pairings, somaek (soju-beer mix), and drinking game tutorials. Thanks to these tutorials, fans can now enjoy Korean drinking culture from the comfort of their homes.
Somaek: The Reason Fans Worldwide Are Quickly Falling in Love
Somaek, a mix of soju and beer, has gained global popularity, mainly thanks to celebrities like Rosé. With its variety of mixing ratios and techniques, somaek offers fans worldwide a unique way to enjoy Korean drinking culture, allowing them to recreate the experience at home.
How Rosé’s Influence Boosts Brand Value
As Rosé naturally connects with fans worldwide, K-pop stars like her represent Korean culture, making international fans proud to embrace Korean products. This cultural trend is enhancing the global appeal of soju and helping introduce Korea’s unique products to audiences worldwide.
Conclusion
Thanks to Rosé and Bruno Mars, “APT.” has become a way to introduce Korean drinking culture to the world. Particularly, the Jinro brand has put soju in the global spotlight, and fun, artistic drinking customs like somaek (a mix of soju and beer) have also gained attention. As soju continues to establish itself as a popular global beverage, it is now ready for even greater recognition. Through this cultural bridge created by K-pop and Korea’s treasured brands, fans and newcomers alike can experience a taste of Korea—its traditions and modern pop culture—through a glass of soju.
