K-alcohol gains ground in US as overall drinking declines

"When I eat tteokbokki or spicy fire noodles, I like to pair them with a cold makgeolli."

Jonathan, an American who has recently fallen for Korean spicy food, told KOTRA that he was first introduced to Korean cuisine while watching Korean films and drama series with his family, and that his interest naturally extended to Korean alcoholic drinks. "Makgeolli, a traditional Korean rice wine, pairs really well with spicy Korean food, and it's not hard to find, so I drink it at home fairly often," he added.

Korean alcohol is drawing growing attention in the US market. The Korean liquor segment in the United States has in fact expanded consistently for years — a sharp contrast to the broader decline in American alcohol consumption. Experts say a "selective concentration" trend is at work: people are drinking less overall, but when they do drink, they seek out something special, not too high in alcohol content, and with a cultural story behind it.

A report by Verified Market Research noted that soju has been gaining popularity in the United States on the back of hallyu's spread and the rising appeal of hansik, with the MZ generation particularly driving growth in the soju market.

Makgeolli remains a niche category in the US liquor market, but its identity as a traditional Korean drink — combined with growing awareness of its health benefits — is fueling rapid expansion. According to market research firm Grand View Horizon, the segment is projected to grow at a compound annual rate of 6.8 percent between 2025 and 2030.

"Pajeon and makgeolli, as seen in dramas and films, have become cultural icons, and that is translating into curiosity and actual purchasing behavior among American consumers," a KOTRA official said.