Jinro soju regularly tops global rankings of the best-selling spirit brands by volume, and almost all of it is drunk in Korea, around a grill, at a plastic table, at 11 p.m. on a Tuesday. If you’re going to drink in Korea (and if you’re over 19, you probably will), here’s what’s in the green bottles, what it costs, and the rules nobody explains.
Quick answer: Soju is now around 16% ABV. Chamisul and Jinro (HiteJinro) dominate, with Saero and Chum Churum (Lotte) behind. A bottle costs about ₩1,900 at a convenience store and ₩5,000–7,000 in most restaurants. Don’t pour your own glass, pour for elders with two hands, and you must be born in 2007 or earlier to buy alcohol in 2026.
The soju brands you’ll see
HiteJinro controls roughly 60% of the soju market and Lotte Chilsung about 18–20%. Regional makers share the rest. Retail receipt data from 2025–2026 shows Chamisul still on top, with retro Jinro overtaking Saero as the second most-bought brand.
| Brand | Maker | ABV | What to know |
|---|---|---|---|
| Chamisul Fresh (참이슬) | HiteJinro | 16.0% | The default. Green bottle, red-and-white label |
| Chamisul Original | HiteJinro | ~20% | The stronger red-cap version older drinkers like |
| Jinro (진로) | HiteJinro | 16% | Clear sky-blue bottle and toad mascot. Retro and trendy |
| Chum Churum (처음처럼) | Lotte Chilsung | 16% | Softer taste, went zero-sugar in 2025 |
| Saero (새로) | Lotte Chilsung | 16% | Zero-sugar, launched 2022, sold 100M bottles in ~7 months |
Soju is getting weaker, on purpose
In the 1920s soju was around 35%. Chum Churum launched at 20% in 2006 and has dropped step by step to 16% in 2025. Chamisul Fresh went to 16.0% in 2024. Lighter, smoother, zero-sugar: that’s the trend.
Regional soju: drink the local bottle
| Region | Local soju |
|---|---|
| Busan | C1, Daesun (Daesun Jujo) |
| Gyeongnam (Changwon) | Good Day 좋은데이 (Muhak) |
| Jeonnam | Ipsaeju 잎새주 (Bohae) |
| Daegu / Gyeongbuk | 맛있는 참 (Kumbokju) |
| Jeju | Hallasan 한라산 (17 and 21) |
Ordering the local soju is an easy way to make friends at the next table. Jeju’s Hallasan is a favorite souvenir.
Beer and makgeolli
Beer: OB Beer’s Cass is Korea’s #1 beer brand, and has been for 13 years running. HiteJinro’s Terra (2019) and Kelly (2023) are the challengers. Korean lagers are light, made to drink cold with fried chicken.
Makgeolli: Milky, lightly sparkling rice wine, usually 6%. Seoul Jangsu is the best-known brand in convenience stores; Jipyeong has been growing fast and exporting. Classic pairing: makgeolli with pajeon (savory pancake) on a rainy day.
Somaek: the national cocktail
Soju + maekju (beer) = somaek. Fill a beer glass about two-thirds with beer and drop in a shot of soju. Ratios are a matter of personal pride. Bars and BBQ places often have special somaek glasses with fill lines.
What does drinking in Korea cost?
| Where | Soju per bottle (2025–2026) |
|---|---|
| Convenience store | ~₩1,900 |
| Most Seoul restaurants | ₩5,000–7,000 |
| Gwanghwamun / Apgujeong | ₩8,000–10,000 |
| Gangnam Station area | up to ~₩12,000 |
| Promo restaurants | ₩2,000 (a growing trend since 2025) |
₩5,000 used to be the standard restaurant price. In late 2025 a bottle cost about ₩6,000 in Euljiro and around ₩12,000 near Gangnam Station, while some restaurants started selling soju and beer at ₩2,000 to pull in customers.
Where Koreans drink
- Pocha (포차): Casual pubs or street tents serving soju with big plates of anju (drinking food).
- Hof (호프): Beer halls. Fried chicken and draft beer, aka chimaek.
- BBQ restaurants: Soju with grilled meat is the most common Korean night out. See our Korean BBQ guide.
- Convenience store tables: Cheapest bar in Korea. Grab a can and some snacks at the plastic tables outside.
Drinking etiquette
- Never pour your own glass. Fill others’ glasses and they’ll fill yours. An empty glass is an invitation.
- Two hands for elders. Pour with two hands (or your right hand with your left touching your arm), and receive with two hands.
- Turn away. When drinking with someone senior, turn your head slightly away as you drink.
- The first glass is often finished in one go after a toast: “Geonbae!” (cheers) or “One-shot!”
- You can say no. Leave your glass full and people will stop topping it up. Saying you have to drive or take medication is accepted.
Legal drinking age and drinking in public
Korea uses the calendar year for alcohol. You can buy alcohol from January 1 of the year you turn 19, whatever your birthday. In 2026 that means anyone born in 2007 or earlier. Bring ID; stores and bars do check.
Drinking in public is generally legal, but since 2021 local governments can declare alcohol-free zones (금주구역) in parks, playgrounds and similar places, with fines of up to ₩100,000. Check for signs.
The morning after: hangover cures
Haejangguk (해장국, “hangover soup”), usually with ox-blood or bean sprouts, is what Koreans eat the morning after. Convenience stores also sell hangover drinks and pills. Condition (HK inno.N) is the biggest seller at about 43% of the market, followed by Sangkwaehwan (Samyang). Since 2025, products must provide scientific evidence to claim hangover relief, and Dawn 808 passed that review in December 2025. Drink water too.
FAQ
How strong is soju?
Most mainstream soju is 16% ABV in 2026, about three times as strong as beer. Flavored fruit soju is lower, around 12–13%.
What is the cheapest way to drink in Korea?
Convenience stores. A bottle of soju costs about ₩1,900. See our convenience store combos for snacks to pair it with.
Please drink responsibly. Never drink and drive; Korea’s limit is strict at 0.03% BAC.
