Soju, The Quintessential Korean Spirit on The Global Stage

Rosa Gulliver of TINYGMUSIC | February 26, 2025

Flavoured soju has developed to be a massive hit in the Western world, particularly in Europe. Compared to traditional soju, which has long been a staple in Korean drinking culture, it has evolved from a niche Korean spirit into a mainstream beverage enjoyed casually and in cocktails. Let’s look at how soju, particularly flavoured varieties like strawberry, has grown in popularity in Europe, its heaven made fusion with iconic European drinks, and how it compares to conventional Korean consumption.

How Flavoured Soju Has Taken Europe By Storm

Soju has long been Korea’s most popular alcoholic drink. Its rise in parts of Europe can be attributed to the ever growing impact of Korean pop culture (K-pop, K-dramas, and Korean food trends). Each bottle of Soju carries with it the flavours of Korea’s past and present, serving as a liquid chronicle of the nation’s history.

While traditional soju has been around for centuries, it has adapted to meet changing tastes and times by introducing new ingredients and adopting modern manufacturing processes while maintaining its essential character, catering to changing consumer preferences, particularly among the younger generation, adding a new dimension to the soju drinking experience.

Soju is a staple of Korean food, and can be described as the best wingman for Korean food, especially dishes that balance out its smooth but strong taste. Here are some classic pairings:

• Samgyeopsal (Korean BBQ Pork Belly) 

  • Grilled pork belly + dipping sauces + lettuce wraps = perfect soju match.

• Budae Jjigae (Army Stew) 

  • A spicy, hearty mix of spam, sausage, ramen, and cheese—pairs well with soju's clean finish.

• Fried Chicken (Chimaek - Chicken & Beer, but with Soju!)

  • Spicy, crispy Korean fried chicken balances well with a chilled shot of flavoured soju.

• Kimchi Jjigae (Kimchi Stew)

  • The bold, spicy flavours of kimchi stew work well with soju’s slightly sweet, clean taste.

Samgyeopsal (Korean BBQ Pork Belly) perfect with classic soju - Photo Credit: Photo Credit: Rosa Gulliver

Western consumers found its original dry and neutral taste similar to vodka but not as appealing. However, with the introduction of flavoured soju, especially fruit-based options like strawberry, peach, and mango, everything changed. These flavours made it irresistible.

So, What Is Soju?

Soju (literally translates to “burnt alcohol”) is a Korean-made national drink that has been around for decades. 

Soju is a clear Korean beverage with an ABV of 17-24% and is mostly consumed in Korea. Soju is neutral-tasting, similar to vodka, but without the harsh alcohol burn thanks to having around half of the alcohol content. Traditionally, it's made with rice. 

The most basic way to describe soju to a westerner like myself is that it’s like vodka but usually made with rice instead of cereals, grains, and potatoes, and instead of being 40% ABV, it’s circa 20% ABV.

A fun fact about soju: It’s the most popular alcoholic drink in the world.

How Traditional Soju Is Consumed In Korea

In Korea, soju is deeply embedded in social and cultural traditions. Drinking is not just about alcohol; it’s also about etiquette, bonding, and food.

Drinking Rituals:

• You never pour your own soju; it must be poured for you.

• When receiving a drink, you hold the glass with both hands, especially when drinking with elders.

• Drinking often happens in rounds, with each round involving a different food or setting.

  
  

Korean drinking etiquette - hold the glass with both hand, especially when drinking with elders = Photo Credit: Freepik

Western Drinking Culture

In Europe, our drinking culture does not always require food, and drinks are enjoyed on their own, which is why flavoured soju is so appealing to the European market. The following are only a few of the reasons why flavoured soju has become such a hit here.

• The lower alcohol content compared to traditional soju makes it easier for casual drinkers to enjoy.

• Its sweet & fruity taste appeals to a wider audience, particularly those who dislike strong alcohol, making it an excellent, easy-to-drink, tasty alternative.

• The variety of flavours, like peach, green grape, apple, strawberry, lychee, and more, cater to a wide range of palates.

• The range of soju flavours is perfect for cocktails, making it more versatile compared to the traditional soju, which is mostly taken as a shot.

Soju’s Versatility

It was inevitable that Europe was going to adapt some of the world’s most popular cocktails with soju and we here in Portugal would adapt our famous sangria with it too.

Bartenders have substituted soju as a vodka alternative, using fruit-flavoured soju to create light, fruity, and easy-to-drink cocktails that appeal to both experienced and novice drinkers. This is very similar to the emergence of fruit-infused vodka and gin. Social media & viral trends on TikTok, Instagram, and YouTube have contributed significantly to the popularity of soju. It’s almost like these social media sites have become flavoured soju’s personal PR agent. People are constantly sharing new ways to drink it, making it more visible not just to the younger generation but the older generations too. Everyone is getting in on the trend. 

Due to flavoured soju typically being around 12-14% ABV and the traditional soju (~20% ABV), the reduced alcohol flavoured soju makes it more accessible to casual drinkers as a canned cocktail, as it is not classified as a spirit. 

Western Preference for Flavoured Soju Over Traditional Soju

Unlike in Korea, where classic soju is still the norm, deeply tied to food and social gatherings, making it a core part of dining experiences. Western drinkers gravitate towards flavoured soju as more of a casual, standalone drink. We think of flavoured soju as a drink that can be consumed casually in a cafe or at home. Western bars and restaurants are getting inventive, incorporating flavoured soju in cocktails, continually expanding the traditional way soju was originally consumed in Korea, and reaching an ever increasing global consumer base. 

Merging cultures - Enjoying an after meal Portuguese coffee and a bottle of Strawberry Soju in company at The Busan Table BBQ in Lisbon - Photo Credit: Rosa Gulliver

Europe, especially Portugal with its thriving cafe culture, has one coffee shop per 160 inhabitants, compared to one coffee shop per 440 inhabitants in the rest of Europe. From lunchtime onwards, a drink ‘on the rocks’ is quite the norm to be consumed with the Portuguese expresso coffee. This makes flavoured soju an ideal drink to accompany a coffee.

Western Adaptation of Soju in Cocktails (Especially Strawberry Soju)

Here are just a few of the adaptations of cocktails using strawberry Soju that have become popular in Europe.

1. Strawberry Soju Lemonade – A mix of strawberry soju, lemonade, and a splash of soda water for a refreshing drink.

2. Soju Mojito – Mint leaves, lime, soda, and strawberry soju is replacing rum for a smoother, fruitier twist.

3. Soju Sunrise – A take on the Tequila Sunrise, using strawberry soju, orange juice, and grenadine.

4. Korean Soju Sangria – A fusion of wine and soju with fresh fruit (strawberries, oranges, and apples).

5. Soju Slushies – Blended ice cocktails using frozen fruit and flavoured soju for a summer-friendly drink.

My daughter Sophie enjoying the Korean Soju Sangria at The Busan Table BBQ in Lisbon - Photo Credit: Rosa Gulliver

I can personally recommend the Korean Soju Sangria. I had the opportunity to try it at Busan Table BBQ in Lisbon. As you can see from the photo, we had a little trouble getting the jug of Sangria off my daughter!

Flavoured soju has revolutionised the way the Western world enjoys Korean alcohol, making it more accessible and versatile. While Korea still embraces classic soju with traditional meals, Westerners have incorporated it into innovative cocktails, and many prefer flavoured variations for casual drinking. Strawberry soju, in particular, has grown in popularity, particularly in Portugal, where it can be found in cocktails, slushies, and fruity mixed drinks, making it a bar mainstay outside of Korea. This fusion of Korean and Western drinking cultures showcases how soju continues to evolve globally.