The collaboration between BLACKPINK’s Rosé and Bruno Mars on “APT.” has cast a spotlight on Korean soju, with global fans intrigued by Korea’s unique drinking culture. The song has fueled interest in soju, especially the iconic Jinro brand, bringing Korean customs and beverages to the forefront for Gen Z and millennial audiences worldwide.
Soju Craze Goes Global with Rosé and Bruno Mars’ Collaboration on “APT.”
BLACKPINK’s Rosé and Bruno Mars’ collaboration on the new single “APT.” is more than just a musical hit; it’s a celebration of Korean culture, notably Korea’s distinctive soju traditions. With scenes highlighting Korean drinking games and the charm of soju, the song has caught the attention of new fans worldwide, inviting them to discover Korea’s beloved Jinro soju and the art of somaek—a popular soju-beer mix.
Jinro Soju’s Journey to Global Popularity
Soju, particularly Jinro, has been a staple in Korean culture since its inception in 1924. Known for its smoothness, varied flavors, and moderate alcohol content, Jinro has captivated all generations in Korea and has recently seen impressive global growth. In 2022, Jinro reached a landmark $100 million in exports, reflecting its international popularity, with a 126% annual sales growth from 2017 to 2023. This legacy, fueled by rising interest from Gen Z and millennials, solidifies Jinro’s reputation as a global icon.
Gen Z and Millennials Embrace Jinro and Soju Culture
Younger generations are drawn to authenticity, and Jinro soju has become a window into Korean culture. Soju’s prominent role in Korean dramas, alongside K-pop’s global reach, has transformed it into a cultural emblem. The drink, once enjoyed mostly in Korea, is now part of a new social experience, thanks to creative Jinro marketing strategies and social media influence. Jinro has embraced YouTube and other platforms to share engaging content, from food pairings to tutorials on mixing somaek. These initiatives let fans immerse themselves in Korean drinking culture wherever they are.
Somaek: A Global Drinking Sensation
One standout aspect of Korean drinking culture is somaek, a blend of soju and beer that has charmed fans internationally. Its flexible mixing methods and customization options offer a hands-on way for fans to experience Korean culture. With stars like Rosé promoting somaek, the drink is rapidly gaining a loyal following across the globe.
Rosé’s Impact on the Global Perception of Korean Brands
K-pop stars like Rosé serve as cultural ambassadors, allowing global fans to connect with Korean products in an authentic way. Rosé’s effortless promotion of Jinro and soju not only raises the brand’s profile but also builds pride among international fans who embrace Korean products and traditions.
Conclusion: From K-Pop to Cultural Connection
Through “APT.,” Rosé and Bruno Mars have sparked a newfound global interest in Korean drinking culture, with Jinro soju now at the center of this cultural exchange. Korean customs, like somaek, are celebrated, giving global audiences a taste of Korea’s unique blend of tradition and modern pop culture—one glass of soju at a time.
As Jinro and soju continue to gain popularity, Korea’s influence on global drinking trends is poised for even greater recognition, building a bridge for fans to explore and enjoy authentic Korean experiences.
Disclaimer:
This content is for promotional purposes only. Excessive alcohol can affect your health.
Media Details:
Company name : Hite Jinro
Email:162177@hitejinro.com
Name: Manager. Yoo Deuk Ryeol
GLOBAL MARKETING TEAM
State : Seoul
City:Seoul City Gangnam
Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Euro Currents journalist was involved in the writing and production of this article.