HiteJinro soju placed in the shopping cart of a local resident in the Philippines. (Yonhap)
MANILA, May 29 (Korea Bizwire) — Korean dramas are not just winning hearts in the Philippines — they’re reshaping drinking habits, too. Fueled by scenes of characters sharing drinks over grilled pork belly or mixing soju and beer, a growing number of Filipinos in their 20s and 30s are embracing Korea’s iconic green-bottle liquor.
At Manila’s Puregold supermarket, 23-year-old Cyrine filled her cart with bottles of Chamisul Fresh soju and San Miguel beer. “I learned about soju from watching Princess Hours, and I saw Kkombeob Namnyeo where they mix soju and beer — that’s how I got into ‘somaek’,” she said, referring to the Korean drink combo of soju and beer. Her preferred pairings? Korean snacks like dried seaweed, instant ramen, and tteokbokki.
According to Reyes, a product developer with HiteJinro’s Philippine unit, the popularity of K-dramas has driven awareness of soju among young consumers. “Most 20- and 30-somethings say they first encountered soju through Korean dramas,” he noted. “Now, the culture of ‘somaek’ is catching on here.”
At S&R, a membership-based warehouse chain, 25-year-old Nyza stocked up on eight bottles of Cheongpodo-e Isul (green grape soju) along with Korean snacks. She recalled discovering soju through a scene in Strong Woman Do Bong-soon where characters drink it with grilled pork belly.
Kim, 30, said the same show inspired her to drink soju with her family. “It goes well with Filipino dishes like sisig,” she said, adding that she now frequently purchases Korean brands like Bibigo alongside her alcohol.
A Filipino consumer tasting soju at a local supermarket . (Image courtesy of Yonhap)
At a recent soju tasting event at S&R, first-time samplers responded positively. Many said they appreciated soju’s smoother, lower alcohol content — around 17% — compared to the 30-40% of most local spirits. Price was another factor: soju retails at around ₩700 per 100ml, cheaper than popular local whiskey brand Fundador.
The trend is visible at Korean barbecue restaurants such as Samgyup Salamat in Manila, where groups of friends replicate Korean drinking rituals. “When I eat greasy meat, soju makes my mouth feel clean,” said 29-year-old Andrei, who mimicked a typical Korean toast — lifting his glass to chest height and shouting “Tagay!” before downing the shot.
HiteJinro is leaning into the momentum, expanding its partnerships with restaurants and bars to deepen its distribution channels. “We’ll continue localizing soju to make it part of everyday life in the Philippines,” said HiteJinro Philippines CEO Kook Dong-gyun. “Our goal is to make the Philippine subsidiary a key player in Jinro’s global expansion.”
Ashley Song (ashley@koreabizwire.com)
