Manila: With K-dramas and K-pop dominating screens and playlists in the Philippines, Korean soju is fast becoming a favorite alcoholic beverage among young Filipinos like 24-year-old John Louis, who picked up his go-to green bottle at a Manila supermarket last week. Louis is among a growing number of Filipinos in their 20s and 30s purchasing soju from Hitejinro Co. to mix with Yakult in a 1:1 ratio, a trending local combination.
According to Yonhap News Agency, consumer tastes have evolved alongside the rise of the Korean Wave, or Hallyu, popularized globally by artists like PSY and BTS, and hit dramas. Louis said he visits a Puregold supermarket in Paranaque once a week to buy Jinro soju, typically consuming two bottles per visit. He prefers the smooth taste of soju over local liquors when mixing it with Yakult, citing its affordability.
The Philippine spirits market has long been dominated by brandy, gin, and rum, known for their low prices and widespread availability. However, preferences are shifting. Marie Phil Reyes, who joined Hitejinro Philippines Inc. as a sales executive five years ago, acknowledged the trend, noting that young Filipinos used to mix gin with juice but are now increasingly turning to soju.
Soju is now widely available not only at Puregold, which caters primarily to budget-conscious shoppers, but also at Hypermarket branches popular with middle-class consumers. Li Asia, a sales manager at a Hypermarket inside the Mall of Asia, the Philippines' biggest shopping mall, said low-alcohol beverages like soju are gaining traction, with sales peaking on weekends as people enjoy meals with alcoholic beverages.
Even membership-based retailers like S and R, which target higher-income customers, are capitalizing on the soju trend. Last week, the S and R outlet in Makati held a promotional event aimed at both soju fans and potential customers. During the COVID-19 pandemic, soju sales at S and R surged as Filipinos spent more time at home and became more familiar with the Jinro brand, said Nicollette Gerllie Tan Ang, senior merchandise manager at the Makati branch.
Restaurants are also riding the soju wave through promotional events. Samgyupsalamat, a Korean barbecue restaurant in Makati, partnered with local girl group YGIG for an event last week promoting the classic pairing of samgyupsal and soju. During the event, YGIG members hosted a live broadcast on social media, sharing anecdotes about their soju experiences while dancing, singing, and enjoying their meal on camera.
Dozens of fans attended in person, trying soju and samgyupsal while cheering for the group. Following the event, the restaurant quickly filled with reservations. One customer, Anna, had booked a table to meet her friends Andrei and Tian. She expressed her preference for soju, noting that it goes well with food and tastes sweeter than beer. Anna hopes for a mango-flavored version of soju for Filipino consumers.